Customer Behaviour On Ally Fashion Samples †MyAssignmenthelp.com

Question: Discuss about the Customer Behaviour On Ally Fashion. Answer: Introduction Company Ally fashion is a retail company in Australia that stead fasts the growing trend of fashion in women in Australia. The company was launched in Sydney in 2001 as a wholesale company. The first store of the company was set up in Macarthur Square in Sydney. It is a privately owned business association that serves the latest clothing in about 135 locations all over the country (Allyfashion.com, 2018). Product or location Ally fashion sets up fashion trends for women by providing with a different type of products. The products that are generally provided by Ally fashion include dresses, tops, basics and skirts. At the same time, apart from the wearable items, the company provides accessories that include denim, outwear and accessories. As stated, Ally fashion has over 135 stores located in various parts of Australia. It also has online stores that are useful in the modern world for the shopping and purchasing items. The area in which the company is located includes Darwin, Queensland, New South Wales, Australian Capital Territory, Victoria, South Australia, Tasmania and Western Australia. Recently in December 2016, Ally fashion launched a re-opening of a store at North Rockhampton centre (Allyfashion.com, 2018). Consumer The consumers of Ally fashion ranges from a wide variety of people starting mostly that love fashions. The company provides dresses for women and as a result, it becomes important that the company target women that are interested in fashions. Thereby the target customers of the company are the fashionable women that are in their teens or twenties. The social class is not segmented into the customers targets women from all social backgrounds. This can help the company to reach a wide of customers based on the specifications of the target market and gain profit in the business (Allyfashion.com, 2018). Influence of culture Cultural factors According to Hill and Alexander (2017), cultural factors are a set of beliefs and values that help in regulating the behaviour of the customers and the members of a society. It comprises of the ideologies and a set of values that are common in a particular community or within a group of individuals. Orel and Kara (2014) were of the opinion that the culture of a particular group decides on the manner in which a particular individual behaves. The values of individuals that are taught to them as a child are implied practically in various aspects of life. Culture is important in the lives of people as individuals grow up keeping in mind the culture that has been taught to them, However, Kim, Vogt and Knutson (2015) stated that at times the culture of people changes due to the certain factors that affect a society. In this regard, it can be said that culture also plays a significant role in the influencing the buying behaviour of customers. This is mainly because the habits and beliefs of individuals along with their principle form the basis for deciding upon the purchase of a product or availing a particular service. Influence of culture on customer behaviour According to Bilgihan (2016), the buying behaviour of customers varies according to the tastes and preferences of the customers based on the culture in which they have been brought up. In the case of making purchases, it is necessary that the customers embrace their cultural background and hope to remain true to the cultural factors that affect their business. The cultural differentiation can be done based on various sub-cultures and as stated by Blut et al. (2014), the sub-cultures play a crucial role in dictating the choice of customers. For example, the sub-cultures of a customer can be based on the fondness of a particular product or in the trend that exists in the purchase and sale of products. In this regard, a model related to the cultural influence on customer behaviour can be analysed. From the model, it can be seen that personality traits and subjective culture play an important role in developing the cognitive beliefs, practises and values. These are interlinked with one another and the development of attitudes and social norms along with the behavioural intention contributes to the behaviour of the customers. Thus, the cultural factors of behaviour are born out of the expectations of the society and the manner in which people are brought up. Influence of culture on purchasing products from Ally fashion As seen from the discussion, cultural background of an individual plays an important role in the decision-making process of a customer. The customers need to analyse the products sold and consequently decide if it matches with the culture in which they have been brought up. As such, in the case of Ally fashion, the company targets women that are in their teens or in their twenties. The advantage of targeting women of this age is that they are prone to form sub-cultures that clash with the existing cultural norms of the society (Horner Swarbrooke, 2016). Thus, it can be said that Ally Fashion can promote the products so that it can create subcultures in a society. The products are directed in meeting the requirement of fashion that exists in the Australian market and the fashion that the women of the country favour. At the same time, it is necessary to understand that Australia is a country that consists of immigrants from different other countries. Hence, the products of Ally fashion may not be a success with people belonging to cultural backgrounds that are more conservative. Apart from the culture, the social class of the society also have an influence. Social class Social factors Cohen, Prayag and Moital (2014) are of the opinion that the environment in which organisations conducts business influences the behaviour of the customers. Among the influential factors, social class is a factor that defines the socio-economic status of the society. The type of life people lead and the manner in which people conduct themselves in the society determine the social class of the people. The sharing of similar values and interests are the ones that develop the common factors in a society and bind the people together. However, the difference exists in terms of factors that are related to income, profession and quality of the neighbourhood. Among this, the income plays an important role in determining the social class of the people. Joshi and Rahman (2015) are of the opinion that without proper income, the purchasing power of the customers diminishes. The simplest method of categorising the social class of the people is by identifying three classes that exist in the society into the upper class, middle class and the lower class. These classes are mainly categorised by keeping in mind the income that is made by the people. As such the social class plays an important role in ensuring that, the customer behaviour continues to be analysed by applying various contexts of similarities and dissimilarities between the people. Influence of social class on customer behaviour Peek et al. (2014) stated that social class plays an important role in the development of customer behaviour in the society by analysing the manner in which they react once a new product is launched in the market. It has already been seen that the social class can be divided into three main classes based on the income level of the people. In this regard, it can be said that social class can sometimes be influenced by the people that exist in the society. This is because the people compete with one another in the society and ensures that they have the best product or service than the others. Usually, the higher income group of people triumph over the lower income people (East et al., 2016). However, this is considered as the least concern for the organisations, as they focus on gaining more profit from the sale of goods and services. At the same time, it is to be noted that people belonging to similar brackets does not behave in a similar manner. Erkan and Evans (2016) were of the opinion that among the high class some people does not make investments in products that are not required to them. Rather they save the available income for a future purpose. Thus, it can be said that the social class can be inconsistent in providing information about the behaviours of the customers. For example, necessities need to be purchased by either class of people, however; only the rich people purchase the luxurious goods. This provides the differences between understanding the social class and the manner in which it can influence customers. Influence of social class on purchasing products from Ally fashion After the analysis of the social class of the people it can be said that despite its inconsistent in the analysis, Ally fashion has managed to ensure that every social class of people are identified and targeted so that the revenue of the organisation increases. The social class of the people provide an idea about the manner in which the Ally fashion can set its prices. The purchasing power of the customers based on the buying products from Ally fashion commences to the luxurious purchase. According to Solomon et al. (2014), most people may consider fashionable items from branded stores to be luxurious. Such a perception, however, is different for the people belonging to the upper class of the society. It has been seen that in the western countries like the USA and countries in Europe, the division of social class does not exist. However, in Australia, the existence of the social culture conscience is more than those countries due to the number of migrants that are accepted by the country. Even so, among the native people of Australia, the existence of social class exists (Foxall, 2014). The difference is that the lower class of people are considered as the aboriginal manly because of the lifestyle that they lead. Thus, the social class of the people does not have a great deal of negative effect on the business of Ally fashion. Recommendation Thus, from the analysis of the cultural and social class factors in general and the impact it has on the business of Ally fashion, it can be said that the organisation need to keep in mind certain strategies to address the factors. Hence, certain recommendations need to be made based on the factors that influence the behaviour of the customers. In this regard, the recommendation can be done by analysing the marketing mix elements of Ally fashion. The common phenomenon of the social and cultural aspect that inspires behaviour is the price of the products. The price is an important phenomenon as it dictates the purchasing power of the social class and the cultural aspects. In the case of Ally fashion, the company targets people of all class. Hence, it is important that the company reduces the price of the products and promote it so that the middle class can know about the improvement of the prices in the organisation. At the same time, the physical evidence is also an important factor, as the quality of the products needs to be verified. With stores all around Australia, qualitymanagement can be an issue for the managers of Ally fashion. Hence, despite sticking with the trend of online purchase, it is necessary that Ally fashion renovate its physical stores as well. Conclusion Thus, it can be concluded that among factors that contribute to the decision to purchase products for the customers, the social class and culture play important roles. This is mainly because these two factors originate from the internal teaching of the people from an early age. In the case of Ally fashion, the two factors do not have a huge negative impact on the business of the company as in Australia such factors are hardly existent. 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