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Introduction Consumer behaviour patterns are influenced by the culture, the psychology, the social and financial status of the person making a shopping excursion. The success or failure of the venture is affected by when, where, how and why people make the decision to go shopping.
This report investigates the differences between the genders when fashion buying decisions are made. It seeks to determine if there are basic influences affecting choice. Are they persuaded by advertising in magazines or on television? Do their friends or celebrities have an influence on their decision?
Does their social life play a part? Consumer behaviour is the study of why, when, where, and how people either do or do not buy products. It blends fundamentals of psychology, sociology, cultural experience and economics. This report covers an investigation into understanding the gender related buying decision making process, It seeks to find an answer to the question, why do ladies enjoy shopping and spending money and men do not?
The survey also sought to confirm that women make more shopping visits then men and spend more money than men at that shopping.
There are a number of additional factors which could also affect consumer behaviour, shopping enjoyment and spending, these could not all be included in the questionnaire, due to size and time constraints. Brand loyalty and advertising psychology, peer pressure relating to fashion and design, competition between brands and shops, and price, are all factors which affect the choice of fashion eventually made.
Does a pair of jeans bought from the local market, against a pair of designer jeans from a designer boutique; really make any difference when all you are doing is studying. The other main factor is the internet and the numerous ways of perusing the latest design fashions and the ease of buying them.
Historically men have had a dislike of buying trips since emancipation women have taken on the purchasing role buying the clothes, toiletries etc. The substantially increased numbers of the female university population over the same time frame held the balance.
However the internet, releasing the man from shopping trips and making available a whole and constantly changing choice of fashion products could well now have quite a different result if this survey was repeated in 3 to 5 years.
Literature Review This report examines the effect of gender on consumer behaviour and the consequence those influences has on fashion choices.
It analyses data from questionnaires to determine the influence of free time activities and the role of celebrities in the decision making process.
In an article published in Otnes C. She believes that this behaviour improves the self esteem, self expression and confidence of men. The feminist view of consumer behaviour and fashion is explored by De Grazia, Victoria.
The other side argues that mass consumption liberates women by freeing them from the constraints of domesticity.
Since emancipation, this has changed, along with the greater numbers of women seeking university education and equality in employment and financial control. He believes, after observation that men, through pictures and music, benefit from nonverbal reinforcement of the verbal product message built into an advertisement.
He believes that direct verbally descriptive messages carry more impact for the female. Baker Retail Initiative  and the Verde Group a Toronto consulting firm, determined that women responded more positively than men to personal communication with sales associates.
Men were more likely to react to more practical aspects of the experience, such as good parking, the length of the checkout line whether the item they came for was in stock. Hochgender behaviour when shopping, reflects differences throughout many aspects of life. Recognising the large numbers of potential buyers involved based at universities Cosmopolitan Magazine has devoted a whole section to influence students fashion decisions and purchases.
The Cosmopolitan magazine is totally female orientated, covering fashion in clothing and toiletries. The Sunday Times however caters for all genders in their weekly fashion section. The OK magazine takes the use of celebrity marketing to the extreme; the whole content is built around celebrity fashion and influences, mainly female but with the odd male celebrity article inserted.
Confirming the results of the questionnaire and the gender which is most influenced by celebrity marketing. Methodology The purpose of this study was to examine whether there were basic differences in the gender behaviour of students, when choosing items of fashion.
It also looked at the influences of celebrities in fashion advertising and whether this had a bearing on the choices made by the students. To obtain the information from which to draw conclusions, a questionnaire was designed and given to the 10 male and 10 female students, all in a relatively small age group, to eliminate any age influences.
The procedure involved the right to withdraw and confidentiality related to the data was explained to each participant. It was decided to use questionnaires rather than aural interviews to gather the data, because this author felt that the data would be easier to obtain and collate and then be easier to represent in graphical format.
Interviews are normally held at a pre-determined time and place, with the interviewer completing a form based on what the respondent says. Questionnaires usually consist of short closed ended questions, whilst interviews are often broad open ended ones.
Questions 1 and 2 were age and gender identification.buying behavior in the general public at Gujranwala city.
Questionnaire survey was used to collect the data by using non probability convenient sampling technique. A sample of questionnaires was used in which responses were collected within the period of . The top reason for buying fitness clothing is to wear it for casual purposes (38 percent), according to Mintel data.
Women are driving this trend because they have more bottoms options to choose from, and thus more frequently wear informal clothing like yoga pants and leggings compared to men. Preventing Falls in Older People: The Role of Footwear and Lower-Extremity Interventions ORIGINAL ARTICLES ‘‘Good for Older Ladies, Not Me’’ How Elderly Women Choose Their Shoes.
Online Shoe Retailer. Back to the results page. Back to the Categories. See all the pages. Reduce all the pages. Do you typically need to buy additional footwear products (e.g. insoles) to make your shoes fit better?
Please state the following in order of importance to you when buying shoes?
Q (Please rank from 1 to 5: 1 being the. nderstanding behavior of consumers is a key to the success of business organizations. Marketing personnel are constantly analyzing the patterns of buying behavior and purchase decisions to predict the future trends.
Consumer behavior can be explained as the analysis of . QUESTIONNAIRE on FOOTWEAR: 1. What Price do you prefer for buying foot wear? a) > b) c) d).