Introduction
Buyers’ behavior is usually affected by a number of factors. In order for buyers to settle on purchasing a given commodity, a series of processes has to take place in their minds. The process of making a decision on what item to purchase is a very complex process whereby buyers have to identify the problems and realize the items they do not have but needed. Whenever consumers realize that there is something that they are missing in their lives, they will attempt to devise mechanisms of acquiring that item. This is also a very complex problem as buyers will have to carry out extensive research so that they set their priorities right and get a good value for their money (Quester et al., 2011). There are several options that are available to the consumers during the buying process. These options affect the decision making process a great deal. The fashion and clothing industry is one of the most affected industries whereby consumers’ decision making process is greatly affected by the season, environment, purpose of purchase, money available and comfort/leisure.
