Cross cultural influences on female apparel selection : a comparison of Norway and Pakistan
MetadataShow full item record
The objective of this study was to investigate and compare the impacts rendered on the consumer choices and selection behavior cross culturally, specifically for the casual wear among well educated female consumers of Norway and Pakistan. The criteria used were based on the several cultural traits recognized as well as clothing values. The clothing values are basically the meaning or the types of associations a consumer form with the selective clothes. Clothing is a very integral part of one’s life. There is a small poem by William Allen Butler, called "Nothing to Wear"; It goes like this: Dresses for breakfasts, and dinners, and balls; Dresses to sit in, and stand in, and walk in; Dresses to dance in, and flirt in, and talk in; Dresses in which to do nothing at all; Dresses for Winter, Spring, Summer, and Fall. This is a very precise but accurate description of the use and importance of clothing in one’s life. Naturally for every second of every day one need some kind of clothes to wear. There are millions of different people around the world with million different preferences and choices. So the question is what does the consumer really need, and why does one purchase what they do? The simplest answer is that the consumers buy things what they are accustomed to and what they feel comfortable with. This level of comfort is derived by some inherent in built guides that make the consumer go in a particular direction every time the go clothes shopping. Someone once said everyone loves what they shop but hate everything in their wardrobe. Female clothes shopping behavior according to many is very annoying and cumbersome, but somehow the results seem the same for every time. It is possible for a person to have too many black shirts, and a thousand and one reasons given for why they have a 100 black shirts, it was on sale, that’s all there was left, the store didn’t have any other variety. True in some instances these are excuses. The reasons are the latent motives in one’s mind. One might think that black makes them look smarter, or maybe it makes them look more serious and hence treated with higher care and respect, or because it is the signature color of the sports team one follows or maybe even because it is the favorite color of a loved one. These are some motives that are defined by the surroundings one lives in and hence are the product of the dominant culture around. The study aims at understanding what are the cultural factors that affect the selection criteria of casual clothes among women. It is a cross cultural study that will compare and contrast the selection behavior of Norwegian consumers with Pakistani consumers. Historical studies have proved that consumers do not behave in the same way cross culturally. The culture defines the consumption patterns. For example in a western country purchase and use of shorts is no big deal. However in Arab countries its considered disrespect and indecent to wear shorts in public. The popular cultural studies like Hofstede’s dimensions the Globe study have aimed at understanding the differences among national cultures. Of course national culture is not a representation of individual behavior but the individual behavior is shaped by the dominant national culture. The study will explain the cross cultural differences in Norway and Pakistan. Form that analysis on the different consumer practices will be analyzed.
Masteroppgave i økonomi og administrasjon - Universitetet i Agder 2012