NATIONAL ECONOMICS UNIVERSITY -------***------- NATIONAL ECONOMIC UNIVERSITY STUDENTS’ PREFERENCES OF FASHION: FASHION TRENDS AND CONSUMER BEHAVIOR Class: Writing project_AEP(121)_Kinh doanh quốốc tếố Tiến tiếốn_16 Team: 1 Students: Hoang Thi Quynh Anh Quach Doan Khanh Linh Dinh Thi Khanh Linh Duong Khanh Linh Nguyen Quang Minh Nguyen Nhat Minh HANOI, JANUARY 2022 DECLARATION We would like to assure the topic “National economic university students’ preferences of fashion: Fashion trends and consumer behavior” is an independent research project under the guidance of Mrs. Pham Thi Huong Giang. The experimental work is entirely our own work; the collaborative contributions have been indicated clearly and acknowledged. The topic and content of the report are the products that we have worked to research, analyze data, and bring out implications.
The data and results are presented honestly, and we will take full responsibility and discipline of the university if there is any problem. i ACKNOWLEDGEMENT First and foremost, the research would not have been possible without the conscientious support from our instructor, Mrs. Pham Thi Huong Giang. Her dedication is an inspiration for us to accomplish this research.
We would like to express our deep and sincere gratitude to her for giving us the opportunity to conduct the research and providing invaluable guidance throughout this research. It is a great honor for us to study under her guidance. Secondly, we are extremely grateful to our families for financial and emotional support. We are extending our heartfelt for their acceptance and understanding during the research.
Thirdly, we would like to express our gratitude to our friends and respondents for spending valuable time participating in our survey despite their busy schedules. They helped us a lot in gathering different information, collecting data, and gave us different ideas in making this research unique. Last but not least, we would like to thank my fellow group members for the stimulating discussions, for the sleepless nights we were working together before deadlines, and for all the fun we have had in the last three months. ii LIST OF ABBREVIATIONS NEU National Economic University CSI Consumer Style Inventory iii LIST OF FIGURES AND TABLES Figures Figure 2.1 Year-based students sorting.3 Budget for fashion purchase per month.7 Trending styles at work/school.8 Trending styles in daily life.9 Factors affecting students' fashion style.10 Students' brand biasness.11 Reasons for choosing domestic brands' products.12 Reasons for choosing global brands' products.4 Other outer factors.28 iv TABLES OF CONTENTS DECLARATION.
II LIST OF ABBREVIATIONS.III LIST OF FIGURES AND TABLES. iv TABLES OF CONTENTS. Purpose of the research. Scope of the research.
Design of the research. 3 CHAPTER 1: LITERATURE REVIEW.1 The concept of fashion trends.2 Previous study on fashion trends.1 The theory of consumer behavior.2 Previous study on consumer behavior. 13 CHAPTER 2: FINDINGS AND DISCUSSION .1 Background information of respondents .2 Fashion trends of National Economic University students .1 Trendy fashion factors .2 Trendy fashion styles .3 Students’ brands choosing tendency .4 Factors affecting students’ fashion styles .3 Purchasing behavior of National Economic University students.1 Mental factors of consumers .2 Physical factors of fashion items .3 Other objective factors affecting fashion products purchasing process .4 Global/local brands preferences .1 Recommendations for young fashion consumers.1 Recommendations about common fashion styles .2 Recommendations about unique fashion styles .2 Recommendations for fashion brands and stores .1 Recommendations based on students’ fashion trends and preferences .2 Recommendations based on students’ purchase behavior. 40 Summary of the study.
41 Recommendations for further studies. Rationale The fashion industry has changed drastically within the last two decades. The concept of fast fashion was only created a few decades ago. It is easy to recognize the impact of fashion on students, fashion flair is everywhere.
As fashion and trends change, students become more concerned with how they look and how they are perceived than they do with their academic success and achievement. The fashions of different patterns of clothes contribute to behavior problems and safety issues in the classrooms and in the hallway of college. Students' behavior is reflected in the way they present themselves. In recent years, college campuses have experienced violence.
Many college administrations, mindful of their responsibility to provide a safe environment for students, have implemented policies specifying dress codes or the wearing of uniforms. Moreover, fashion is a hot topic recently, mainly because of the interest globally, fashion research can help younger generations approach closer to fashion knowledge and understand it more. It can develop a perspective of fashion as a complex, multi- dimensional form of knowledge and as a technology of garment mass production. It identifies the various modalities of fashion knowledge and characterizes their different rates and extents of transmission across space and time in terms of their relative complexity.
Furthermore, fashion also reflects multiculturalism. Fashion is multi-faceted in its inclusion of people, places, and products. How people dress and adorn themselves reflects their space, their time, and their innovators. In such a vast world with as many cultural differences, where thanks to the develop of technology people can easily connect to any continent, fashion varies from region to region.
It is often influenced by politics, technology, social influence, and the economic state of the society, therefore, fashion is a bonding language between continents and nations. Finally, examining the student’s preference of fashion can contribute to the fashion trends and marketing strategies for the fashion industry. Teenagers’ decision-making styles have become a major study topic among marketing and behavioral science academics. Most prior academics have focused on the customer buying behavior and decision-making patterns that individuals exhibit when purchasing things in a modern retail setting.
Students’ decision-making style is a mental orientation that describes a consumer's approach to making decisions. Examining this idea is therefore significant in marketing strategies since it influences customer behavior and is relevant for market segmentation. 1 The main aim of this study is to examine the student’s attitude towards clothing behavior. Fashion is an ever-growing industry with new fashion career opportunities, and a lot of schools and students are taking notice.
Some of the students might even take fashion more seriously, as their future career in their life. Purpose of the research The study aims to investigate NEU students’ behavior in consuming fashion products, what their tendencies are, what factors affect their buying process, and what trends are popular among them. Based on that, this study provides information for the people who want to catch up with the young generation’s fashion trends, to choose more suitable clothes in order to either fit in or stand out. Moreover, this research also provides an insight view for fashion brands and stores which are aiming at a particular subject - young people.
Scope of the research This research is conducted based on NEU students’ responses, with the scope being 100 students from different departments of National Economic university, age from 18 – first year to 22,23 – last year and the data were collected in the last 2 months - November and December of 2021. Research questions: In order to achieve the purpose of the research, 3 research questions are put out: - What are NEU students’ recent fashion preferences? - When choosing a clothing item, what factors do NEU students base on, or notice? - What objective factors are NEU students mostly affected by in the process of choosing fashion products? 5. Methodology To conduct this research, we have chosen the quantitative method. Data were culled using primary data set through the distribution of questionnaires.
To get the primary data, questionnaires are the best suitable which are based on exploration, observation, and survey. In this research, a survey is used to collect the data once from a population through using random sampling techniques. In exact terms, this study seeks to explore the behavior in choosing items from fashion brands of university students. The respondents to this survey will be the students at the National Economic University of Vietnam.
The data were collected in December 2021 and the research had explored the students’ habits in choosing fashion items, what trends are becoming popular among them, and then developed a valid and reliable 2 database that informs reader fashion items-choosing behavior of university students whose budget was limited but very fashionable. Design of the research. Introduction: introduces the rationale, purposes, scope, research questions and methodology of the research. Moreover, the design of the research is also included in this part.
Chapter 1: Literature Review contains a literature review, which includes analysis of models and theoretical framework that have been previously introduced to the research area. This chapter contains definitions of the main terms such as “fashion trends” and “consumer behavior” and a search strategy for the primary and secondary data, problems that will be discussed in this research. Viewpoints of other authors regarding the research in general and research problems in particular are also included in this chapter. Chapter 2: Findings and Discussion connotes discussion and analyses.
This chapter plays a critical role in the achievement of research aims and objectives. Findings of the literature review have been compared to primary data findings in this chapter. Also, in-depth discussions have been provided in relation to each individual research objective. Chapter 3: Recommendations provides recommendations.
Conclusion: sums up the study and points out the limitations of the research. Also, this part contains suggestions for further studies in the same topic or same field. 3 CHAPTER 1: LITERATURE REVIEW This literature review illustrates the theoretical framework and previous study on the area of fashion trends, as well as consumers’ behavior and their habits in purchasing fashion items. Moreover, it will examine factors affecting fashion items purchase decisions.
Research models and data finding strategies are also included.1 The concept of fashion trends According to Kaiser, Susan B. (2019), Fashion is “a form of self-expression and autonomy at a particular period and place and in a specific context, of clothing, footwear, lifestyle, accessories, makeup, hairstyle, and body posture”. The term implies a look defined by the fashion industry as that which is trending. According to DYNI magazine (2020), “Trend can be understood as a word used to refer to a particular aesthetic.
It happens in a season, at a time and best expressed through the collections of fashion houses. Trends are based on research on many aspects of life”. According to Amanda C. (2018), “Fashion trends are expressions of trends – which are socio-culturally grounded – in aesthetic spheres, mostly by means of visual and haptic characteristics applied to clothing and apparel products and are often considered fads or short-term trends.
These momentary trends are of tactical applicability whereas long-term, more enduring, trends are suitable for strategic praxes”. To sum up, a fashion trend is a style innovation that is accepted by a certain group of people at a time and in a certain area. Fashion trends are created to honor beauty in accordance with the evaluation standards of the times. Because of the strong development of the times, fashion has also changed.
Simultaneously, it also describes the unique characteristics of each specific time span, job, age group, or even a specific individual. “Style is a way to say who you are without costing you a word” (Rachel Zoe).2 Previous study on fashion trends 1.1 Fashion trends on campus When it comes to fashion and fashion trends, it is impossible not to mention an extremely popular style that is students’ fashion at school/campus. In the past, students’ fashion was always limited to uniforms, minimalist outfits, not too colorful. However, the more the world develops, the more campus fashion style changes, especially at university where uniforms are not compulsory, and students are allowed 4 to decide their clothes based on their preferences.
Increasingly, young people show more of their personality through their outfits. More and more, they combine more and more beautiful and colorful clothes, the costumes are no longer simple. The outfits at school of youngsters are now not only polite but also very fashionable and attract a lot of people.