Factors Inhibiting Consumers to Purchase from Brands

Introduction
The process of making a purchase choice begins when a customer identifies a need, generates possibilities, and ultimately chooses a product and a specific brand. Marketing managers utilise customer purchasing decisions as one of the major inputs to forecast future sales and evaluate how the activities they conduct will influence consumer behaviour. Consumer behaviour, according to Kotler and Keller (2012), is the study of individuals and organisations and how they choose and utilise products and services (Chetioui, Benlafqih & Lebdaoui, 2020). Motivations, psychology, and behaviour are its primary focus. Managing a company in today’s rapidly changing business climate necessitates an understanding of the elements that influence consumers’ purchasing decisions. In order to influence consumers’ purchasing decisions, a large number of companies have concentrated on generating good brand impressions in their customers’ thoughts. When it comes to purchasing decisions, consumers’ buying behaviour provides insight on how current resources like money, time, and effort might be put to use to acquire a certain product or service (Jhamb et al., 2020). Customers’ purchasing selections play a critical role when it comes to helping firms to adapt to their industry’s competition and maintain long-term existence.

Company Background
Hennes and Mauritz (H&M), the second-largest fashion store in the world, has been able to build and keep client confidence since 1947, when the company was founded. Founded by Erling Persson in Västers as Hennes (Swedish word for “her”), the company has now expanded to include a wide range of trendy women’s clothing and accessories. For the first time in 1968, he expanded his apparel lines for both men and children by acquiring Mauritz Wildforss, a Stockholm-based sporting goods business for hunting and fishing. Its product range has now extended to include accessories, shoes, top-to-toe personal care and cosmetics, and home furnishing ranges. As of 2013, H&M has more than 3924 shops in 61 countries and employs more than 148,000 people worldwide. Since its 2011 debut in Singapore, H&M has rapidly grown across the island and developed 10 stores within five years, making it the fifth Southeast Asian region in which the retailer has established a presence.

Research Question / Objective
What are the factors that affect the customer to purchase the brand?Discuss