How Do Psychological Factors and Extended Product (Self) Affect the Consumer Behaviour in Buying Brassiere?
Introduction
Brassiere (bra) is a timeless item that has been with women for ages. It is like a jewel box that jealously cherishes the femininity inside ¡V we consider it as the symbol of passion. Nowadays, bra is a type of fashion getting restless for something new.
There are dozens of bras types to fit a female consumer¡¦s taste, need, style, size and particular occasion. Types such as push-up bras, full-coverage bras, maternity bras, sport bras, underwire and no underwire bras have made popular focuses on the upper torso of a woman, therefore, to most female consumers, an extravagant waste of cash is no doubt to be spent for this product.
The number of consumers spending dollars for such miraculous wear is increasing rapidly. Based on the research from Cotton Incorporated Lifestyle Monitor, ¡§68.4% of female consumers, the highest to date, said they would not sacrifice comfort for fashion, an increase of 6.4 points over the same year ago period.¡¨ (CottonInc., 2005) It is the purpose of this analysis to investigate the individual perception and psychological factors that affect those shoppers and style queens in buying this product.
The Analysis
Brassiere
In the first years of the century, the only acceptable undergarment was a corset stiffened with whaleback bones that underwent a certain degree of relaxation. Corsets moved downwards at the beginning of 1930s. Women and European women in particular, were positively electrified by the influence of new fashions such as the tango, and began to dress and deport themselves in ways that brought out their personalities. Mary Phelps Jacob was the first to patent a device that was lightweight, soft and separated the breasts naturally. After several decades of innovations, a bra can now make an average outfit outstanding as well as provides protection from elemental forces.
In fact, the world we are now living in is within a perpetual state of rapid change. Remember when underwear was
Brassiere (bra) is a timeless item that has been with women for ages. It is like a jewel box that jealously cherishes the femininity inside ¡V we consider it as the symbol of passion. Nowadays, bra is a type of fashion getting restless for something new.
There are dozens of bras types to fit a female consumer¡¦s taste, need, style, size and particular occasion. Types such as push-up bras, full-coverage bras, maternity bras, sport bras, underwire and no underwire bras have made popular focuses on the upper torso of a woman, therefore, to most female consumers, an extravagant waste of cash is no doubt to be spent for this product.
The number of consumers spending dollars for such miraculous wear is increasing rapidly. Based on the research from Cotton Incorporated Lifestyle Monitor, ¡§68.4% of female consumers, the highest to date, said they would not sacrifice comfort for fashion, an increase of 6.4 points over the same year ago period.¡¨ (CottonInc., 2005) It is the purpose of this analysis to investigate the individual perception and psychological factors that affect those shoppers and style queens in buying this product.
The Analysis
Brassiere
In the first years of the century, the only acceptable undergarment was a corset stiffened with whaleback bones that underwent a certain degree of relaxation. Corsets moved downwards at the beginning of 1930s. Women and European women in particular, were positively electrified by the influence of new fashions such as the tango, and began to dress and deport themselves in ways that brought out their personalities. Mary Phelps Jacob was the first to patent a device that was lightweight, soft and separated the breasts naturally. After several decades of innovations, a bra can now make an average outfit outstanding as well as provides protection from elemental forces.
In fact, the world we are now living in is within a perpetual state of rapid change. Remember when underwear was
Bibliography: ¡§Crossover Dressing - more women opt to wear lingerie looks outside the house.¡¨ Cotton Incorporated (2005) from: http://www.cottoninc.com/lsmarticles/?articleID=131 Kotler, Brown, Adam & Armstrong (2004). ¡§Marketing 6th Edition: Consumer Behaviour¡¨, Pearson Education Australia. O¡¦Shanghnessy, John (1992). ¡§Explaining Buyer Behaviour: Central Concepts and Philosophy of Science Issues. New York: Oxford University Press. Shimabukuro, Betty. Honolulu Star-Bulletin (2000) from: http://starbulletin.com/2000/11/07/features/story2.html Sternthal, Brian (1982). ¡§Consumer Behaviour: An Information Processing Perspective¡¨, Prentice-Hall, Inc., Englewood Cliffs, New Jersey. The History of the Brassiere - Mary Phelps Jacob. About, Inc., part of the New York Times Company (2005) from: http://inventors.about.com/library/weekly/aa042597.htm Triumph International (2005) from: http://www.triumph.com/index.php Underwear and nightwear: Euromonitor from trade sources/national statistics, Euromonitor Plc (2005) from: http://www.gmid.euromonitor.com/StatsPage.aspx Wallendorf, Melanie (1984). ¡§Reading in Consumer Behaviour¡¨, John Wiley & Sons, Inc.