Brand competition, peer influence, and purchase intentions towards fashion apparel in Mexico

This study examines the effectiveness of different fashion marketing strategies and analyses of the consumer behaviour in a cross-section of demographic settings in reference to fashion apparel retailing. The study discusses the determinants of consumer behaviour and their impact on purchase intentions towards fashion apparel in reference to brand image, promotions, and external-market knowledge. The constructs of the study were measured using reflective indicators showing effects on the product related, economic, and cognitive variables. All variables were chosen following a focus group analysis of the potential respondents. The confirmatory factor analysis, scale reliability, and regression method were used to analyse the data. Data was collected from 217 respondents within the age group of 18-45 in reference to 35 variables on 11 fashion apparel brands in Mexico. The results reveal that socio-cultural and personality related factors induce the purchase intentions among consumers. One of the contributions that this research extends is the debate about the converging economic, cognitive and brand related factors to induce purchase intentions. Fashion loving consumers typically patronage multi-channel retail outlets, designer brands, and invest time and cost towards an advantageous product search. The results of the study show a positive effect of store and brand preferences on developing purchase intentions for fashion apparel among consumers.