Buying behaviour in the South African clothing retail industry : considering reference groups and culture

• Published in: Journal of Contemporary Management 2017-01, Vol.14 (1), p.1035-1063
• Main Authors: Krüger, J, Rootman, C
• Format: Article
• Language: eng ; por
• Subjects: Buying behaviour; Clothing retail; culture; Reference groups; Social considerations; Social Issues
• ISSN: 1815-7440
• DOI: 10.10520/EJC-ad46ac38b

It is important for businesses to understand customers’ buying behaviour as customers are essential to ensure business profitability and survival. Despite research on variables influencing buying behaviour, such as brand perceptions, brand quality, and customer experiences, there is a research gap concerning the social considerations influencing customers’ buying behaviour, especially within the clothing retail environment. Therefore the primary objective of this study is to investigate the social considerations (such as customers’ reference groups and culture) influencing buying behaviour within the South African clothing retail industry. A convenience sample of 207 respondents completed a self-administered questionnaire focusing on how social considerations (as measured by reference groups and culture) have a relationship with buying behaviour. The results indicated that the relationship cultural clothing, as a cultural consideration, has with buying behaviour is significant. Clothing retailers should ensure that their products relate to customers’ cultures to positively increase customers’ buying behaviour, which may increase profitability and ultimately improve clothing retailers’ success.