Impact of insecurity marketing on fashion consumer buying behavior

Abstract

"Marketing and Consumer insecurities have always been inseparable topics as fashion product campaign always aims at physical as well as psychological factors of the consumers. Consumers on the other hand can easily be manipulated when addressing their insecurities. Brands always explore the greatest fear, hopes, and ambitions of consumers hoping to introduce products as solutions. As a developing country, Sri Lanka has always experienced experimental marketing campaigns and products due to poor rules and regulations. Many adolescents and educated adults have become victims of insecurity marketing unknowingly. The necessity of a proper case study of Consumer buying behavior due to the influence of Insecurity marketing has been neglected. Many local researchers have raised their voices against the dietary issues among school children and young adults as well as negative celebrity inspirations. Also, there have been few studies conducted regarding children using some products due to attractive ads or taglines they have. Nonetheless, there is evidence that even adults were influenced by certain brands claiming to be solutions for their fashion, beauty-related concerns. But none of the researchers have gone deep enough to address the root cause of such actions of the consumers. It’s insecurity marketing specifically designed to create or harness the inner vulnerabilities of people. The main purpose of this study is to understand the key factors of insecurity marketing and to provide recommendations to the fashion brands in using insecurity marketing techniques. To find relevant details author referred to many international and local studies during the empirical research and theoretical framework. Based on the finding four key factors were identified, Media, Brand, Socio-culture, and insecurity. A conceptual framework was formed to explain the correlation between the independent variables and dependable variables. As primary data, a survey was circulated, and two hundred and sixty-eight responses were collected. Through collected data many respondents agreed and strongly agreed regarding the correlation of the key four factors. With the hypotheses, it was evident that there’s a clear connection between independent and dependable variables. A separate chapter is presented with all analyzed data of the survey using the SPSS system and based on the results the recommendations were suggested for fashion brands and future researchers."