The Influence of Cultural on Female Consumption Behaviour for Fashion Apparel: A Comparison between South Africa and Sweden
Author
McNee Tait, Thomas Jack
Term
4. term
Publication year
2019
Abstract
This thesis investigates how culture shapes women’s fashion apparel consumption by comparing South Africa and Sweden. Taking a post-positivist stance, it employs a quantitative, cross-cultural survey of 40 female respondents (equally split between Cape Town and Gothenburg) administered via SurveyMonkey to explore differences in choice preferences and shopping behavior. The study focuses on individualism–collectivism, family and reference groups, the presence of others, and self/body concepts as key drivers in decision making, and situates fashion as a high-involvement category influenced by fast fashion and media. Demographic and Likert-based measures are analyzed to assess how national cultural orientations relate to apparel consumption. The aim is to validate cultural influences and offer practical guidance for apparel firms planning international market entry and localization. Specific empirical findings are reported in later chapters and are not included in this excerpt.
Denne afhandling undersøger, hvordan kultur påvirker kvinders forbrug og køb af modebeklædning gennem en sammenligning mellem Sydafrika og Sverige. Med en post-positivistisk tilgang anvendes en kvantitativ, tværkulturel spørgeskemaundersøgelse blandt 40 kvindelige respondenter (lige fordelt mellem Cape Town og Göteborg) via SurveyMonkey for at afdække forskelle i valgpræferencer og shoppingadfærd. Studiet fokuserer på individualisme–kollektivisme, familie- og referencegrupper, tilstedeværelsen af andre samt selv- og kropsopfattelse som centrale faktorer i beslutningsprocessen, og placerer mode som en høj-involveringskategori påvirket af fast-fashion og medier. Demografiske og Likert-baserede målinger analyseres for at vurdere, hvordan nationale kulturorienteringer relaterer sig til beklædningsforbrug. Formålet er at validere kulturelle påvirkninger og give praktisk indsigt til beklædningsvirksomheder, der planlægger international markedsindtræden og lokalisering. Konkrete empiriske resultater er præsenteret i senere kapitler og fremgår ikke af dette uddrag.
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