Research On Factor That Influence Fashion Buyer's Decision-making In Sports Brand

Fashion buyer who select and purchase apparel and accessories can be individuals or organizations. What a fashion buyer choose will directly result in the situation of sale and profits. Therefore, it's necessary to probe the factors that influence fashion buyer making decision.The base of this thesis is fashion buyers' character as both an individual and a deputy to the apparel company. In second chapter, the sameness and difference between six representative Consumer decision-making models and two typical organizations decision-making models orient the thesis to two ways. Firstly, based on the conclusion of consumer behavior and organization behavior, this thesis analyzes the process of buy's decision-making. What is considered in each phase is named keys to make decision. Based on questionnaire survey, this thesis analyzes buyer's behavior, including information searching process, decision-making process, selection and evaluation criteria. The Buyer's Style Inventory, based upon the forty-two measures initially signed by Kendall and Sproles, is adjusted to consist of three aspects, which contain twenty-four test items. The key to make decision and buyer's style are called subjective factors.Secondly, useful theory of social psychology, organization behavior and marketing help to analyze the impact of someone else and organization upon fashion buyer's behavior. Questionnaires of marketing factors and organization factors are builded in fourth chapter and answered by 79 Sports buyers. Objective factors can be summarized by those questionnaires. The conclusion of this thesis includes:â‘ the actuality of Sports buyer;â‘¡the method to evaluate any Sports buyer's style(seven regressive equations);â‘¢sort all factors by buyer's style. Research methods adopted are including literature researches, forms and charts analysis, questionnaire surveys, and SPSS statistical analysis.The destination of academic study is to give a guidance and theoretic basis to practice. The Buyer's Style Inventory can measure a buyer's style. Then the factors that influence this buyer's decision-making can be known. The conclusion of this thesis could help the company select and train buyer, make buyer's buying-decision standardization, and do purposive steps to change buyer's behavior on their own interests. Furthermore, it provides a systemic, reliable foundation for further study in this domain.