Female consumers: Decision-making in brand-driven retail
AbstractThis 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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Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 63 (2010)
Issue (Month): 8 (August)
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Web page: http://www.elsevier.com/locate/jbusres
Brand-driven retail Female consumers Decision-making Qualitative research In-depth interviews;
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