CHAPTER 2 RELATED REVIEW OF LITERATURE
FOREIGN
According to the article in Statista Market Forecast. (2024). illustrates a
significant shift in consumer perception regarding T-shirts, highlighting their
transition from underwear to widely accepted outerwear, which correlates
with emerging trends emphasizing comfort, personalization, and societal
acceptance in the T-shirt printing industry. This evolution in consumer
behavior aligns with the preferences for unique and customizable designs in
the T-shirt printing market, indicating an overarching trend towards self-
expression and adaptability in fashion choices.
TrendLoom Market Research. (2025). This Article Research shares
similarities with the study by highlighting the rising demand for personalized
apparel and the significant influence of e-commerce platforms on the custom
T-shirt printing market, especially in North America and Asia-Pacific.
Additionally, both sources recognize the Asia-Pacific region's potential for
rapid growth, driven by young consumers' affinity for custom designs and
the burgeoning fashion industry in countries like India and China.
LOCAL
Growing businesses everywhere in the world have a far and wide
objective of building up their brand image. A study in Metro Manila with 209
respondents found that brand image moderately influences consumers'
purchasing behavior, while perceived value has a significant but weaker
effect. Quantitative research design was utilized together with survey
questionnaires in the collection of required data of the respondents regarding
the independent variables: brand image and consumer perceived value. The
findings suggest that consumers prioritize quality and price over brand
image.
Other study reveals that a substantial 80.6% of their findings,
respondents are female, compared to only 19.4% male, and highlighting the
need to consider gender differences in preferences for sizing and design
when developing printed shirt products. Additionally, the findings indicate a
significant opportunity for brands to focus on appealing to younger
consumers, while also acknowledging the limited presence of older age
groups, which account for just 5% of respondents.
As an explanation by Thim. (2024) successful launch and sustainability
of T-shirt businesses heavily depend on avoiding common pitfalls such as
utilizing low-quality materials, infringing on intellectual property rights, and
ineffective marketing strategies, which can significantly hinder growth.
Additionally, it is crucial to maintain competitive pricing, an eager
understanding of the target audience, and exemplary customer service to
effectively address concerns and foster customer loyalty.
As our Philippine economy rises, it is expected that the purchasing
power of Filipinos becomes smarter and price-conscious buyers. A Nielsen
Global Survey of Consumer Confidence and Spending Intentions for the
fourth quarter of 2014 shows that 62% of Philippine consumers spend less on
new clothing while 35% of Filipinos spend on new clothing after putting spare
cash into savings.
Furthermore, as stated in the online article, What Do Filipinos Spend
their Money On?, a Consumer Financial Survey (CFS), conducted by the
Bangko Sentral ng Pilipinas and released last year, reported that a typical
Filipino family with a 20,000-peso average monthly income spends 5% or
1,000 pesos on clothing—the category with the least number of percentage,
tied with miscellaneous. Thus, for an average Filipino family of four and with
12,000 pesos of clothing allowance, each member can spend 3,000 pesos for
clothing in a year.
The study also elaborate that clothing brands are Bench (32.72%),
Uniqlo (32.72%), H&M (30.90%), Penshoppe (29.09%), Forever 21 (27.27%),
Cotton On (12.72%), Artwork (12.72%), and Giordano (10.91%). However,
25.45% of them aren’t brand conscious—they simply just don’t mind the
brands, prefer unbranded clothes, or buy from ukay-ukay.
Study revealed that, Emotional attachment consumers have towards
ecological products, hypothesizing that such purchases bring out positive
emotions, resulting in an attraction and willingness to buy. The Study findings
indicate that consumers demonstrate significantly more positive feelings
when considering eco-friendly products compared to neutral emotions
associated with non-eco products, suggesting a need for companies to
prioritize ecological attributes in their product designs.
The research explores the challenges and growth opportunities in the
online custom t-shirt printing business, focusing on balancing cost-effective
production with high-quality output to meet consumer demand for
personalized apparel. The study investigates how online platforms offering
customization services are navigating this balance to achieve customer
satisfaction.
FOREIGN
As a shown in the study analysis, Market participants in t-shirt industry
are focusing on several strategies to gain a higher market share. Merges,
acquisitions, partnerships, and other contractual agreements just to merge
as the top custom printing business. which aligns with the study on
consumer behavior and emerging trends that underscores the importance of
such strategic approaches in responding to evolving consumer preferences
and purchasing patterns. Both perspectives emphasize the interaction
between market strategies and consumer dynamics, indicating that success
in the t-shirt sector relies on understanding and adapting to consumer
demands while utilizing effective business strategies.
Foreign research in US investigates the rapid growth of the genderless
clothing market, driven by evolving consumer preferences for inclusivity,
social media influence, e-commerce accessibility, and regional variations in
social acceptance and economic factors. The study analyzes market size
projections, key growth drivers, and regional market dynamics to understand
the future of gender-neutral fashion. The study focus on evolving consumer
preferences for inclusivity, social media influence, and regional variations
which aligns with the study of consumer behavior and emerging trends in the
t-shirt printing industry, as both examine how societal shifts impact
purchasing patterns. However, the emphasis on market size projections and
economic factors in the genderless clothing market may differ from the
specific dynamics related to consumer preferences and purchasing patterns
in the t-shirt printing sector.
As an explained in research review the impact of demographic
characteristics, specifically age, gender, income, and education, on
consumer ethnocentrism among Pakistani consumers. The study uses
statistical analysis to determine whether these variables significantly
influence consumers’ ethnocentric tendencies and buying behavior,
ultimately contributing to a deeper understanding of consumer decision-
making within a specific cultural context.
Both studies examine demographic characteristics and their influence
on consumer behavior, specifically focusing on ethnocentrism in the study
and purchasing patterns in the t-shirt printing industry in the second study.
While the examine of ethnocentrism among Pakistani consumers differs from
consumer preferences and market dynamics in the t-shirt industry, the
underlying analysis of how demographics shape consumer decision-making
remains a common thread in both research areas.
Cultural factors affecting consumer behaviour: a new perception
model. research investigates the connection between consumers’ perception
of Calabrian local products and the region’s Magna Græcia cultural heritage,
aiming to understand how this cultural influence impacts buying behavior.
The study utilizes both qualitative and quantitative methods to develop a
model that identifies key factors influencing consumer perception and
proposes strategies for enhancing regional marketing and development. This
has similarities with the study on consumer behavior in the t-shirt printing
industry by both examining how cultural factors shape purchasing decisions
and preferences. However, while the former focuses on local products and
cultural heritage's influence on regional marketing, the latter highlights
emerging trends and market dynamics within a more modern, global context
of personalized apparel customization and consumer preferences in the
fashion industry.
The market Structure-Conduct-Performance framework provides a
comprehensive analysis of male shirt brands in the Chinese market,
confirming that the domestic male shirt market operates within a
competitive structure which shares similarities with consumer behavior
studies in the t-shirt printing industry, as both examine market dynamics and
consumer preferences in their respective sectors.
However, the focus on competitive structure in the male shirt market
differs from the t-shirt printing industry's emphasis on emerging trends and
specific consumer purchasing patterns.
Journal of the Textile Institute (2020) In textile printing, hydrotropic
components in textile printing focuses on the technical aspects of developing
eco-friendly printing formulations, particularly the substitution of urea with
polyethylene glycol (PEG) to enhance environmental sustainability while
maintaining print quality. In contrast, the study on consumer behavior and
emerging trends in the t-shirt printing industry examines how these
environmental considerations influence consumer preferences and
purchasing patterns, indicating a shift towards sustainable practices in the
market.
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