Exploring the influence of perceived consumer value on the decision to purchase fashion products

Abstract

Fashion purchases are a mechanism through which the wearer achieves self-expression and emotional connectedness that is attributed to the value of the fashion products. The value consumers attribute to fashion product purchase has been under-researched. A qualitative exploratory research design was used to determine the perceived economic, functional and psychological value of fashion through in-depth interviews with a purposeful sample of 15 Nigerian female consumers from Ojo. The findings suggest that economic value remains a highly valued attribute of fashion products, drawing on the experience of the wearer in determining the value of the fashion product. The functional value of fashion products is particular to longevity and the sustainable nature of fashion products. The psychological value of fashion products speaks to the importance of the value resemblance of the social standing of the wearer. The study contributed to a better understanding of the important aspects fashion resembles to the group of Nigerian fashion shoppers, which Nigerian retailers may use to improve fashion marketing strategies. More research on fashion values is required from different areas in Nigeria to fully understand the value of fashion products for the Nigerian fashion shopper. The study has concluded that fashion is not a simple product but has a complex value system that is not obvious to the observer but specific to its wearer. By understanding this value system of fashion products the complexity of fashion should not be underestimated.