The effect of product photograph and information on digital apparel marketing
The aim of this study is to reveal whether consumers are affected by product information and product photographs while purchasing pants from digital channels. The study consists of two stages. In the first stage, an online survey that evaluated the effect of the purchase behavior of pants pa...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Pacific Academy of Higher Education & Research University
2021
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/94796/1/94796_%20The%20Effect%20of%20Product%20Photograph%20and%20Information%20on%20Digital%20Apparel%20Marketing.pdf http://irep.iium.edu.my/94796/ http://www.pbr.co.in/2021/2021_month/August/1.pdf |
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| Summary: | The aim of this study is to reveal whether consumers are affected by
product information and product photographs while purchasing pants
from digital channels. The study consists of two stages. In the first
stage, an online survey that evaluated the effect of the purchase
behavior of pants pants photographs and information, was performed
on 651 young consumers in Turkey. According to SPSS analysis,
important results were obtained for the difference in the demographic
factors of the consumers and the criteria that affect the purchasing of
the consumer are determined. In addition, it was concluded that
information about the size of the trousers, fabric content, coloring,
waist size, slackness, suitability for the use of wide-calfed consumers
are also the criteria related to apparel information that affect the
purchasing decision of the consumer. In the second stage of the
research, three websites were scanned. The photos and information of
the pants in the e-market places that consumers prefer most when
purchasing apparels were examined according to the criteria
determined in the first stage of the research. As a result of the
examination, it was concluded that the pants photos and pants
information in the relevant e-marketplaces did not meet some criteria
that young consumers attach importance to. As a result of this research,
which supports quantitative analysis with visual evidence, valuable
advice has been given to the digital marketing sector. |
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