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regarding prior experience and brand familiarity as sources of information

Posted Mar 23 2013 9:53am

Methods of information seeking

Internal information search

Searching from one’s own memory for information when involved

in fashion decision making is often the first step in searching for

product information (Solomon and Rabolt, 2004). Following in

Table 2 are the results obtained regarding internal information


As depicted in Table 2, it is evident that satisfaction with a

previously purchased brand as well as the consumers’previous

experience with the specific retail store from which they intended

buying were the most frequently used factors when searching for

information from their own memories. Each of these factors had a

mean score rating of 3.9, and 69.64% and 68.75% of the respondents,

respectively, indicated that they often and very often used

these factors as a source of internal information.sheath bridal gown,These findings are

consistent with those of Hart and Dewsnap (2001) as well as Park

and Stoel (2005) regarding prior experience and brand familiarity

as sources of information. In a study by Auty and Elliott (1998), it

was found that although the participants in the study judged the

same pair of Levi jeans of which the brand name was removed

from the one pair of jeans, the branded pair of jeans was rated

more favourable in terms of an expensive, stylish and classy look,

as well as high quality. This confirms that the functional quality of

high fashion branded items does not need to be emphasized as the

brand name of the garment speaks for itself (Davis, 1985). Prices

associated with certain brands or shops were second most important.

Chen-Yu and Kincade (2001) argue that good product image

and experience associated with the product will lead the consumer

to pay a higher price than would be the case if they had not had a

positive experience with the product before.Japanese school uniforms.

External information search

The consumer will at some stage undertake search for fashion

information from external sources if search for information from

own memory was unsatisfactory (Hawkinset al., 2007). External

information search involves using various sources such as fashion

magazines and advertisements.

Buying without searching for

fashion information

It is evident from Table 2 that unplanned buying after having seen

a garment displayed, happened slightly more often than buying on

impulse when the garment was available at a special price, with

mean score ratings of 3.3 and 3.2 respectively. Almost half of the

respondents (46.43% and 43.75% respectively) revealed that they

were at one stage or another involved in unplanned and impulse

buying. De Klerket al. (1998) as well as Rousseau (2007) found

J. van Staden and A.M. van AardtInformation seeking by female apparel consumers

International Journal of Consumer Studies35(2011) 35–49

© 2010 Blackwell Publishing Ltd


that consumers execute impulse or unplanned buying when they

are positively influenced by what they come across at the point of

purchase, such as an acceptable retail shop image and reliable

sales persons. Apparel is, according to Park and Lennon (2004),

often the product that is bought on impulse.

Sources of information

The fashion sources investigated in this study include general and

specialized fashion sources, going shopping in stores and personal

communication. Following in Table 3 are the results obtained

regarding sources of fashion information.

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