A Study on Mens Perception in Buying Decision on Branded Shirts

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CONSUMER BUYING BEHAVIOUR IN FASHION RETAILING: EMPIRICAL EVIDENCES
Susana Garrido Azevedo
Management and Economics Department
University of Beira Interior (UBI),
Pólo IV - Edifício Ernesto Cruz, 6200-209 Covilhã, Portugal
Tel: [phone], Fax: [phone], e-mail:[e-mail] Madalena Pereira
Textiles Department
University of Beira Interior, Pólo I - Rua Marquês d 'Ávila e Bolama, 6201-001 Covilhã, Portugal
Tel: [phone], Fax: [phone], e-mail: [e-mail]
João Ferreira
Management and Economics Department
University of Beira Interior, Pólo IV - Edifício Ernesto Cruz, 6200-209 Covilhã, Portugal
Tel: [phone], Fax: [phone],e-mail: [e-mail]
Vilma Pedroso
Master in Fashion Design
University of Beira Interior, Pólo I - Rua Marquês d 'Ávila e Bolama, 6201-001 Covilhã, Portugal
Tel: [phone], Fax: [phone], e-mail: [e-mail]
Abstract
Consumer behaviour research is the scientific study of the processes consumers use to select, secure, use and dispose of products and services that satisfy their needs. Firms can satisfy those needs only to the extent that they understand their customers.
The main objective of this paper is to study the gender differences in consumer buying behaviour of a Portuguese population when they go shopping to buy apparel products. To attain this objective a survey was developed and administered across Portugal. The findings confirm the differences between women and men especially in terms of What, Where, When, and How they buy.
Keywords: Consumer buying behaviour, Apparel, Gender.
JEL: M30, L81
1. Introduction
The relation between dressing and the idea of individual expression is complex. It may be perceived in people’s daily life through recurrent use of the same clothing colours, brands, fashion tendencies etc. Many people use contrasts and colours that express feelings according to their state of mind. Thus, the products’ properties, like
design,

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