... frequently challenged marketing practitioners nonetheless widely view as the 4Ps as the tools that can impact the consumer's behaviour and the final outcome of the buyer-seller interaction. Individuals that have high purchasing power will tend to buy more branded clothes than low purchasing power consumers. Families have major influence on the behaviour of the members especially in consumption related behaviour such as clothing. Many people sees their family as building road of their lives and important to build relationship (Tan, 1999). Reference groups can influence consumers in different ways as well. First, they create socialization of individuals, developing self concepts and obtain compliance with norms in a society (Blackwell et al., pg.398). As for the opinion leader, because of their innovativeness and high involvement, fashion market often target them to spread positive word of mouth. Social class is influenced by family which they are raised from. Culture is divided to three ...

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