CHAPTER ONE

INTRODUCTION

• 1 Background to the study

The fashion industry, a dynamic and ever-evolving sector, is intricately intertwined with consumer behavior. As consumers around the world engage with fashion, their decisions are significantly influenced by external stimuli, which encompass a wide array of factors. These external stimuli include marketing campaigns, peer influence, cultural shifts, economic fluctuations, and technological advancements, among others. Understanding the effects of these stimuli on consumer buying behavior is essential for businesses and researchers seeking to thrive in the contemporary fashion market. According to the McKinsey Global Fashion Index, the global fashion industry was valued at $2.4 trillion in 2018 and was anticipated to grow at an annual rate of 3.5% to 4.5% between 2018 and 2030. This growth is indicative of the industry’s resilience and adaptability to the ever-changing landscape of consumer preferences and behavior. However, this adaptability necessitates a keen understanding of the external influences that shape consumer choices. In the context of Africa, the fashion industry has been experiencing remarkable growth, reflecting the continent’s diverse cultures, emerging middle class, and increasing access to global trends. Countries like Nigeria, South Africa, and Ghana have been at the forefront of this fashion revolution, and now, more than ever, there is a growing focus on Cameroon, a nation located in Central Africa.

The word ‘impulse’ refers to a sudden, strong and unreflective desire to act thus impulse buying suggest customers buying behaviour without prior intention to purchase. In marketing world, ‘impulse buying’ is a well-recognized phenomenon and has a high ratio of impulsive buying as evident from the findings of the United States of America (USA) customers who purchased magazines and chocolates (Gelitz, 1995). According to an estimate, 80% of purchase decisions are influenced by impulsive buying (Weigend, 1995). Impulsive buying is an unexpected and unreflective behaviour, which neglects a careful consideration of the facts to choose a product (Kacen & Lee, 2002). Impulse purchasing remained considerably well research phenomenon in the last five decades where researchers highlighted and extended our understanding of key factors influencing impulse buying behaviour (Jalees, 2009). Prior studies reveal that impulse buying behaviour evolved from earlier concepts such as ‘Impulsive purchasing’ or ‘Spontaneous or unplanned purchasing’, and the common theme in these concepts is that buyer, when entering the store, did not have any rational thoughts of buying a specific product, yet they have made frequent purchases (Kollat & Willett, 1969). 

Cameroon, with its diverse ethnic groups, traditions, and urban centers, presents a unique and burgeoning fashion landscape. A report from the United Nations Economic Commission for Africa (UNECA) highlights that Cameroon’s fashion industry is increasingly gaining recognition, both regionally and internationally, for its blend of contemporary and traditional styles, attracting the attention of fashion enthusiasts and investors. The country’s fashion ecosystem is a microcosm of the larger global industry, influenced by external stimuli that manifest through digital marketing, cultural festivals, urbanization, and socio-economic factors.

However, when considering the intricacies of the Cameroonian fashion industry, it becomes evident that specific regions within the country have their unique characteristics and customer behaviours. One such region, Bamenda, located in the North West Region of Cameroon, stands as an interesting case study within the broader context of Cameroonian fashion. The region’s socio-cultural dynamics, urbanization patterns, and economic variables shape the buying behaviours of its residents. Recent reports from the Cameroon Ministry of Commerce indicate a growing fashion retail market in Bamenda, driven by a combination of domestic and international retailers. This market expansion signifies the city’s increasing exposure to external stimuli, including social media marketing, fashion trends from global runways, and local cultural influences. Therefore, it is of paramount importance to delve into the nuances of Bamenda’s fashion market, examine how external stimuli influence customer buying behaviour, and gain insights that can help local and international fashion businesses tailor their strategies to meet the specific needs and preferences of consumers in this region. This research project seeks to comprehensively investigate the multifaceted effects of external stimuli on customer buying behaviour in Bamenda’s fashion industry.

The consumer decision-making process in the fashion industry is a dynamic journey that external stimuli profoundly influence. As consumers recognize a need or desire for a fashion product, they are often catalyzed by external stimuli, such as marketing campaigns and fashion trends (Solomon, 2021). These external triggers prompt problem recognition and initiate the decision-making process. Subsequently, consumers engage in an information search, seeking guidance from sources influenced by external stimuli. Fashion magazines, online reviews, and recommendations from social networks are key information sources, all shaped by external factors (Solomon, 2021). These sources not only provide information about fashion products but also influence consumer perceptions and expectations. During the evaluation of alternatives stage, external stimuli significantly affect consumer preferences and choices. Advertising content, product displays, and online product recommendations are vital external influences that guide consumers’ preferences and shape their choices (Schiffman et al., 2014). The prominence of a brand in advertising or its alignment with a particular lifestyle portrayed in marketing materials can sway consumers’ preferences. The purchase decision is the next critical step, and external stimuli like promotions and discounts play a vital role in influencing this decision (Schiffman et al., 2014). Urgency created by limited-time offers or the perceived exclusivity of certain fashion items can strongly drive the purchase decision.

After the purchase, the post-purchase evaluation stage continues to be influenced by external stimuli. Positive stimuli, such as compliments from friends on a fashion choice, can lead to increased satisfaction and a greater likelihood of sharing positive feedback about a brand or store (Solomon, 2021). On the other hand, negative post-purchase stimuli, like product issues or poor customer service experiences, can lead to dissatisfaction and negative word-of-mouth communication. The interplay of individual preferences and external stimuli at each stage of the consumer decision-making process underscores the need to study the effects of these stimuli within the context of Bamenda’s fashion industry.

GlobaliGlobalization has had a profound impact on the fashion industry, influencing consumer behaviour on a global scale (Craik, 2009). It has led to the spread of international fashion brands, cross-cultural influences, and increased accessibility to fashion from different parts of the world. External stimuli like online shopping, social media, and fashion e-commerce platforms have made global fashion accessible to consumers in Bamenda (Kimbu & Ngoasong, 2013). These stimuli expose consumers to fashion trends and products from around the world. Globalization has also led to a convergence of fashion influences. International fashion weeks, celebrity endorsements, and digital media have turned fashion into a global conversation (Craik, 2009). Consumers in Bamenda can now draw inspiration from global celebrities and influencers, adding an international flavor to their style. Cultural exchange facilitated by globalization has further blurred the lines between local and global fashion. The fusion of traditional and contemporary elements is a common trend (Kimbu & Ngoasong, 2013). External stimuli in this context often include cultural festivals, exhibitions, and heritage celebrations that promote local fashion. These stimuli reinforce the importance of preserving and showcasing traditional fashion elements while incorporating global influences.

Bamenda’s fashion market showcases a dynamic interplay between local and global fashion influences (Kimbu & Ngoasong, 2013). The external stimuli that consumers encounter often reflect this dichotomy, presenting choices that range from traditional and culturally rooted styles to international fashion trends.

Local fashion in Bamenda is characterized by its rich cultural traditions and local craftsmanship. Traditional fabrics, designs, and attire hold significant cultural and social value (Kimbu & Ngoasong, 2013). External stimuli related to local fashion often include cultural festivals, exhibitions, and heritage celebrations that celebrate and promote local fashion. These stimuli reinforce the importance of preserving and showcasing traditional fashion elements. Global fashion influences are readily apparent through international fashion brands, digital media, and social platforms (Craik, 2009). Consumers in Bamenda are exposed to global fashion trends, often incorporating these influences into their personal style. External stimuli in this category often include international fashion magazines, social media platforms like Instagram and Pinterest, and the marketing campaigns of global fashion brands. The interplay between local and global fashion influences provides consumers in Bamenda with a wide range of choices. Understanding how these external stimuli shape the choices of Bamenda’s consumers is pivotal for businesses looking to cater to this diverse and dynamic market.

Market competition and the presence of local and international fashion brands significantly influence consumer behaviour in Bamenda (Kimbu & Ngoasong, 2013). Consumers often encounter external stimuli related to brand presence, recognition, and the reputation of fashion retailers and designers in the market. Local fashion brands and designers contribute to the diversity and vibrancy of Bamenda’s fashion industry (Kimbu & Ngoasong, 2013). These brands often draw inspiration from the rich cultural heritage of the region, creating unique and culturally relevant fashion products. External stimuli related to local brands may include local fashion events, designer showcases, and endorsements by local celebrities and influencers.The presence of international fashion brands and retailers in Bamenda further expands the range of external stimuli (Craik, 2009). External stimuli from international brands often include high-profile advertising campaigns, collaborations with global influencers, and the opening of flagship stores in the city. Competition between local and international brands can lead to a diverse fashion landscape, with consumers being exposed to a wide range of choices (Kimbu & Ngoasong, 2013). Consumer behaviour is often influenced by brand recognition, perceived quality, and alignment with personal style. Understanding the role of external stimuli in shaping consumer preferences for local and global brands is essential for businesses to tailor their strategies effectively in this competitive market.

Consumer buying behaviour is a complex process influenced by various internal and external factors. Among these factors, external stimuli play a significant role in shaping consumers’ purchasing decisions and behaviours. External stimuli refer to the environmental cues and stimuli that consumers encounter during their shopping experiences, including visual, auditory, olfactory, and tactile stimuli, as well as social and cultural influences. Understanding the effect of these external stimuli on consumer buying behaviour is crucial for businesses to devise effective marketing strategies and create favorable shopping environments.

Numerous studies have highlighted the importance of external stimuli in influencing consumers’ decision-making processes. For instance, the visual elements of a product’s packaging, such as color, design, and imagery, can significantly impact consumers’ perceptions and preferences (Underwood et al., 2001). Similarly, advertising messages conveyed through various media channels, such as television, print, and online platforms, can shape consumers’ brand perceptions and purchase intentions (Mangleburg et al., 2004).

Social influence is another powerful external stimulus that affects consumer buying behaviour. Consumers are often influenced by the opinions, recommendations, and behaviors of others, including family members, friends, celebrities, and online influencers (Goldsmith et al., 2000). Social media platforms have amplified the impact of social influence by providing consumers with real-time access to product information, reviews, and peer recommendations (Cheung et al., 2014).

Furthermore, situational factors, such as store atmosphere, music, and scent, can significantly influence consumers’ emotions, perceptions, and purchasing decisions (Yalch and Spangenberg, 2000). For instance, pleasant scents in retail environments have been found to increase consumers’ positive evaluations of products and willingness to purchase (Spangenberg et al., 1996).

It is worth noting that the effect of external stimuli on consumer buying behaviour is not uniform across individuals or product categories. Individual characteristics, such as demographics, personality traits, and cultural backgrounds, can moderate the impact of external stimuli on consumer responses (Huang and Sarigöllü, 2014). For example, consumers with a high need for uniqueness may be less influenced by social conformity and more responsive to unique product attributes (Goldsmith et al., 2000).

Understanding the intricate relationship between external stimuli and consumer buying behaviour is vital for businesses to create compelling marketing strategies. By carefully designing packaging, crafting persuasive advertising messages, creating engaging store atmospheres, and harnessing the power of social influence, marketers can effectively influence consumers’ perceptions, preferences, and purchase decisions.

1.2 Statement of the Problem

The fashion industry in Cameroon, like its global counterparts, is a dynamic and highly competitive sector characterized by ever-evolving trends and consumer preferences. As the country experiences a steady rise in its middle class and increased access to global fashion trends, Cameroon’s fashion market is becoming increasingly vibrant and significant (UNCTAD, 2020). This expansion reflects a broader trend across African countries, where the fashion industry is asserting its presence in the global market.

The dynamism of Cameroon’s fashion market is notably shaped by both global and local fashion influences. On one hand, international fashion trends, driven by global brands and disseminated through digital media and traditional marketing channels, exert a significant impact on consumers’ choices in Cameroon. The fashion tastes and preferences of Cameroonian consumers are, to a substantial extent, influenced by the ever-evolving global fashion landscape. International fashion brands that are embraced on a global scale are now increasingly sought after by consumers in Cameroon, reflecting the profound impact of globalization on fashion consumption (UNCTAD, 2020).

On the other hand, traditional and cultural elements remain deeply rooted in Cameroon’s fashion culture and play a vital role in shaping local fashion preferences. Traditional fabrics, patterns, and designs continue to hold significant cultural and social value. The fusion of traditional and contemporary elements in fashion is a distinctive characteristic of the local fashion landscape (Kimbu & Ngoasong, 2013). This coexistence of global and local influences provides Cameroonian consumers with a rich tapestry of choices that encompass a wide range of styles, from traditional to modern.

Therefore, a comprehensive investigation into the impact of external stimuli on the buying behaviour of customers within the fashion industry in Cameroon is not only essential but also timely. By addressing this research gap, this study aims to provide valuable insights that can empower fashion brands and marketers to engage effectively with their target audiences, adapt to the evolving landscape of consumer preferences, and succeed in this competitive and dynamic market.

1.3 Research questions

1.3.1 Main research questions

What are the effects of external stimuli in the buying behaviour of customers in a fashion industry in Bamenda?

1.3.2 Specific research questions

1. What is the effect of advertising on the buying behaviour of customers in the fashion industry in Bamenda?
2. What is the effect of packaging on the buying behaviour of customers in the fashion industry in Bamenda?
3.  
4. How does promotion affect the buying behaviour of customers in the fashion industry in Bamenda?

1.4 Research Objectives

1.4.1 Main objective

To evaluate the effects of external stimuli on consumer buying behaviour in a fashion industry in Bamenda.

1.4.2 Specific objectives

• To examine the effect of advertising on the buying behaviour of customers in the fashion industry in Bamenda.
• To examine the effect of displaying packaging on the buying behaviour of customers in the fashion industry in Bamenda.
• To analyze the effects of promotion on the buying behaviour of customers in the fashion industry in Bamenda.