There is fierce competition in the clothing industry in New Zealand. This study analysed major determinants that influence consumer behaviour, especially in Hamilton. The background of this research is stated at the beginning of the report. In addition, there are 14 factors that may impact on purchase intentions, including store image, employee politeness, client’s gender, quality of products, and word of mouth. The researcher conducted primary research and gained data through a questionnaire. 150 informants participated in this research.
After the analysis, respondents’ features are demonstrated in descriptive statistics, and answers to the research question are described in the results section. The first finding of this research is that employee politeness and consumer’s gender can impact on the budget people would like to spend in an apparel store. Another finding of this research is that store image, word of mouth, and product quality are the major determinant of the frequency that clients will visit a garment store.
The researcher provides some recommendations for all clothing retailers to improve sales performance; firstly, coach staff before they provide service to your clients. Secondly, offer chairs and entertainment for the consumer’s partner. Thirdly, increase the investment for the store’s decoration, and design a stunning shopping bag for customers to carry. Fourthly, offer clients coupons or discounts when they bring their friends to purchase products together. Finally, retailers should focus on the industry’s movement and make adjustments rapidly.