3.

Findings/ Results:

The project participants are randomly 200 freshmen of both genders. As expected, the results
successfully reflected the similarities in clothing buying behavior and habits across brands.

Figure 1: Students’ shopping frequency

In terms of frequency, the majority of participants went shopping once a month, accounting for
27% which was 7.2% higher than the second place of the participants choosing to shop with a
frequency of once a week. There is a negligible difference in the number of people who decided
to go shopping two-three times a week and more than three times a week, accounting for 14.3%
and 14.8% respectively. It was followed by the number of students who shopped for clothes
semi-annually. Finally, with the lowest vote of 11%, the students chose to shop every day.

Figure 2: The way students go shopping

As is shown in Figure 2, the amount of students choosing to shop both in store and online
accounts for nearly half of 47.3%. The remaining data is divided into students who often shop in
stores and students who shop online, with the former taking up 26.1% and the latter comparing
26.6%.

Figure 3: Students’ familiar shopping places

It is noticeable that most students choose the shopping mall as a place to visit frequently, at
54.7% which was 11.8% higher than that of people who chose stores in the street. Accounting for
33.5% of the total votes is Market with 68 votes, and finally street vendors with a vote of 16.7%.

Figure 4: Students’ favorite online shopping application

With a graph depicting the percentage of online shopping apps, Instagram and Shopee dominate
the poll with 58.6% and 52.7% respectively. Facebook also has a relative vote with 43.3% of
students using it, equivalent to 88 votes. Websites of brands have 34.5% of the total selection.
Online marketplaces like Tiki and Lazada have relatively close usage percentages, with 20.2%
for the former and 23.6% for the latter. Others also use the entertainment application TikTok to
order clothes and this rate is 19.2% of the total. In addition, students also shop on international
apps such as Amazon or Taobao and Shein at 0.5% for each app.

Figure 5: Students' preference towards brands

Interestingly, in Figure 5, indicating the interest of students between local brands and International brands
is a pie chart. Here, the division between the two halves can be clearly seen with the overwhelming part
leaning towards International brands with 55% of people choosing. The rest is the percentage that chooses
local brands as favorite and trusted brands.

Figure 6: Students’ motivating factors to purchase

Regarding the importance and influencing factors in the shopping process, in the first priority
item, the majority of students chose the quality of the product with 38 votes. In the 2nd most
important position, the trend is the choice with the highest number of votes with 28 turns. 3rd
place has a slight difference between brand and price, with ratings of 66 and 68 respectively.
Customer review topped the number 4 influence with 54 votes. 5th position, young customers
target fashion trends. Other factors such as service attitude, style, and color hold the 5th, 6th, and
8th positions of influence, respectively.