The paper "Differences in Buying of Men and Women When They Go for Shopping" is a perfect example of a marketing research paper. The apparel retailing industry has a life cycle which is very short and the retailer can easily make losses if he fails to move with upcoming trends and fashions. This industry requires the fashion store or retailer to understand what is the new fashion and trend for both male and female in order to make sure that money is not lost through the wrong investment. The expression of the idea of a person and dressing relationship is a complex issue (Fischer & Arnold 1994, p.
173). It can be understood in persons’ everyday life through repeatedly use of clothing which is similar in tendencies of fashions, colors and brands among others. A lot of persons utilize colors and contrasts to reveal feelings as per their mental state. Therefore, properties of the products, such as individuality, comfort and design have the role of making a decision on buy behavior of apparel, which exhibit variation relying on a number of factors, mainly on gender. It is widely accepted that behavior of the consumer is a vital key to the success of current marketing.
Behavior of buyer helps to understand the consumer psychology of how they chose, reason, feels and thinks among varying alternatives of products (Eagly, Alice & Shelley 1993). It also helps to understand how consumer psychology is influenced by person surroundings such as media, signs, family and culture. Consumer behavior is vital in making decisions about marketing and shopping. Through behavior of a consumer, it is possible to know how strategies of decision and motivation of consumer vary among products that vary in their level of interest or importance that they contain for the buyer.
Also, marketers can improve and adapt their campaigns of marketing and strategies of marketing to reach the customer in a more efficient way. The area of behavior of the consumer is associated with wide and various viewpoints and it is founded on the science of interdisciplinary. Therefore, consumer behavior understanding can attract various areas of disciplines, such as genetic anthropology, physio-psychological, social-cultural psychology and psychology. There are particular aspects of behavioral theory that have an influence on the fashion retailing and they include motivation, perception and interpretation, learning and memory, attitudes and attitudes changes, groups and peer pressure and personality, self-concept and emotion.
Retailers and other marketers are only concerned with motivation if it is associated with behavior of consumer purchasing. This behavior is associated with a motive of a consumer wishing to get the service or goods in question and it is a behavior related to a goal. Altitude is a set of processes of thoughts that available consumer is associated with in purchasing or potential purchase.
It is hard to alter the attitude once it is instilled in the consumer (Moore-Shay, Elizabeth & Richard 1988, pp. 466). A fashion retailer may try to change a negative attitude through public relation programs and promotion appeals. In the perception of the consumer, the marketer is concerned with how the consumer perceives and react to goods or services in matters such as quality, image, price and aesthetic because services and goods not only appear in practical terms but also the way they are perceived by the buyer in order to satisfy needs.
Learning is the change in the organization of long lasted behavior or/and memory of the buyer. Memory varies in the time period on a continuum from very short to very long term. A memory of sensory involves stimulus storage that a person may not notice, for example, the advertisement color at some meters away. Consumer rehearsal is required for the idea to stick into memory for the long term. Therefore, it is vital to improving the memorability of information content.
Since consumers are a social human being, they seem to have a great influence on each other. Group and peer pressure will cause the person to have another person who he compares against himself (Nunnally & Bernstein 1994). Group may be inspirational, associative or dissociative reference group. Self-concept and personality show how one thinks, other persons view him, and how he views himself. This is paramount to the marketers because it relates to how the consumer buys and consumers products. It is important to study perception and interpretation and psychological theories in fashion retailer in order to understand consumer behavior to the fullest.
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