thing will sometime depend on price. If they desire a high quality material formal clothing it is more likely going to cost higher in price.Brand many students have their preferred brands. Even though the style does not appeal to them but the brand name may have a big impact for some certain students. Because the brand has an image that is desirable, and because students trust it to mean durability and style. Style this involves their desired social and psychological state after purchasing. It includes how the students will want their reference groups to see them if he or she wears the formal clothing. And how they want to feel when they wear that formal clothing they have bought.Store students have their preferred store when come to choose their formal clothing. This may due to their previous purchasing experiences at that particular store.All of the above evaluative criteria will be used by the students to judge the suitability of each potential purchase. The evaluative criteria regarding the purchase of formal clothing are complex due to the level of perceived risk involved with such a high involvement purchase. Typically, high involvement planned purchases (such as formal clothing) follow the more complex compensatory decision rules. A compensatory model involves students evaluating each formal wear they view across all need criteria. In this instance, one formal wear may compensate for weaknesses in one criterion. However, often consumers will go through different stages of rules, that is, they will utilise a range of rules when evaluating alternatives with different attributes being evaluated by different rules at each stage.There are certain criteria regarding the purchase of formal clothing that the students is not willing to accept at a minimum level. Style and price are two attributes that was found from the interviews. Students are not prepared to lower their expectations; therefore the compensatory model doe...
