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Female consumers: Decision-making in brand-driven retail

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  • Granot, Elad
  • Greene, Henry
  • Brashear, Thomas G.
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    Abstract

    This article is a theory-building exploratory study conducted to investigate how female shoppers make meaning in a branded-retail store shopping experience. This study extends research on retail consumers' decision-making and the retail shopping experience using hermeneutic phenomenology. The authors conducted in-depth interviews with respondents, who were self-identified customers of a leading intimate apparel retailer. The results suggest that consumers' retail shopping decision-making incorporates a complex set of interactive components that are brand-driven and simultaneously affect and are affected by the interaction of in-store shopping and retail setting. The findings show a rich understanding of the consumer decision-making process is achievable by including the actual in-store experience, consumers' prior contextual experiences and expectations regarding retail visits.

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    File URL: http://www.sciencedirect.com/science/article/B6V7S-503RCSS-1/2/9a581f9686aabd64684f8e6fc7f1fd8f
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 63 (2010)
    Issue (Month): 8 (August)
    Pages: 801-808

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    Handle: RePEc:eee:jbrese:v:63:y:2010:i:8:p:801-808

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Brand-driven retail Female consumers Decision-making Qualitative research In-depth interviews;

    References

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    1. Olshavsky, Richard W & Granbois, Donald H, 1979. " Consumer Decision Making-Fact or Fiction?," Journal of Consumer Research, University of Chicago Press, vol. 6(2), pages 93-100, Se.
    2. Wesley, Scarlett & LeHew, Melody & Woodside, Arch G., 2006. "Consumer decision-making styles and mall shopping behavior: Building theory using exploratory data analysis and the comparative method," Journal of Business Research, Elsevier, vol. 59(5), pages 535-548, May.
    3. Amos Tversky & Daniel Kahneman, 1979. "Prospect Theory: An Analysis of Decision under Risk," Levine's Working Paper Archive 7656, David K. Levine.
    4. McDonald, William J., 1998. "Consumer Decision Making and Altered States of Consciousness: A Study of Dualities," Journal of Business Research, Elsevier, vol. 42(3), pages 287-294, July.
    5. repec:sae:ecolab:v:16:y:2006:i:2:p:1-2 is not listed on IDEAS
    6. Simon, Herbert A, 1979. "Rational Decision Making in Business Organizations," American Economic Review, American Economic Association, vol. 69(4), pages 493-513, September.
    7. Michon, Richard & Chebat, Jean-Charles & Turley, L. W., 2005. "Mall atmospherics: the interaction effects of the mall environment on shopping behavior," Journal of Business Research, Elsevier, vol. 58(5), pages 576-583, May.
    8. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
    9. Babin, Barry J. & Attaway, Jill S., 2000. "Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer," Journal of Business Research, Elsevier, vol. 49(2), pages 91-99, August.
    10. Sharma, Arun, 2001. "Consumer decision-making, salespeople's adaptive selling and retail performance," Journal of Business Research, Elsevier, vol. 54(2), pages 125-129, November.
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