Understanding Consumer Behaviour
Introduction:
This report will explore the consumer behaviour in general along with men’s buying attitudes towards clothes shopping and the bases for market segmentation and how these might be used in Men’s clothing market
Part1: Consumer Behaviour
Men are notorious for being reluctant shoppers, preferring to browse stores where they can indulge their hobbies or interests, rather than look for clothes. (Mintel)
According to research almost two in five men do not enjoy shopping for clothes and many men display a low interest in clothes, with six in ten only buying to replace old or worn-out garments and many wanting timeless styles. 68 % of men especially under 35 (Fledglings) think it is important to look attractive to the opposite sex.
Understanding consumer behaviour and the importance of different consumer preferences provide clues for developing new products, products features, prices etc.
According to Kotler (2003, pg. 183), the starting point for understanding buyer behaviour is the motivation-response model shown in figure 1. Marketing and environmental stimuli enter the buyer’s consciousness, and then the buyer’s characteristics and decision process prompt with a need for something which leads to certain purchase decisions. Here, the important thing is to understand what happens in the buyer’s consciousness between the external motivations and the purchase decisions.
|Marketing stimuli |Other Stimuli | |Buyer’s characteristics |Buyer’s decision | |Buyer’s decision |
| | | | |process | | |
|Product |Economic | |Cultural |Problem recognition | |Product choice |
|Price |Technological | |Social |Information search | |Brand choice |
|Place |Political | |Personal
This report will explore the consumer behaviour in general along with men’s buying attitudes towards clothes shopping and the bases for market segmentation and how these might be used in Men’s clothing market
Part1: Consumer Behaviour
Men are notorious for being reluctant shoppers, preferring to browse stores where they can indulge their hobbies or interests, rather than look for clothes. (Mintel)
According to research almost two in five men do not enjoy shopping for clothes and many men display a low interest in clothes, with six in ten only buying to replace old or worn-out garments and many wanting timeless styles. 68 % of men especially under 35 (Fledglings) think it is important to look attractive to the opposite sex.
Understanding consumer behaviour and the importance of different consumer preferences provide clues for developing new products, products features, prices etc.
According to Kotler (2003, pg. 183), the starting point for understanding buyer behaviour is the motivation-response model shown in figure 1. Marketing and environmental stimuli enter the buyer’s consciousness, and then the buyer’s characteristics and decision process prompt with a need for something which leads to certain purchase decisions. Here, the important thing is to understand what happens in the buyer’s consciousness between the external motivations and the purchase decisions.
|Marketing stimuli |Other Stimuli | |Buyer’s characteristics |Buyer’s decision | |Buyer’s decision |
| | | | |process | | |
|Product |Economic | |Cultural |Problem recognition | |Product choice |
|Price |Technological | |Social |Information search | |Brand choice |
|Place |Political | |Personal
Bibliography: Palmer, Introduction to Marketing, 2004 Brassington and Pettitt. Essentials of Marketing, 2007 Kotler, Marketing Management, 2003 Mintel, TVU internal website