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: +351275319600, Fax: +351275319601,
e-mail:sazevedo@ubi.pt
Madalena Pereira
Textiles Department
University of Beira Interior, Pólo I - Rua Marquês d'Ávila e Bolama, 6201-001 Covilhã, Portugal Tel: +351275319700, Fax: +351275319768, e-mail: mmrp@ubi.pt
João Ferreira
Management and Economics Department
University of Beira Interior, Pólo IV - Edifício Ernesto Cruz, 6200-209 Covilhã, Portugal Tel: +351275319600, Fax: +351275319601,e-mail: jjmf@ubi.pt
Vilma Pedroso
Master in Fashion Design
University of Beira Interior, Pólo I - Rua Marquês d'Ávila e Bolama, 6201-001 Covilhã, Portugal Tel: +351275319700, Fax: +351275319768,
e-mail: vilmapedroso@gmail.com
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, comfort, individuality, have a decisive role on apparel’s buying behaviour, which may vary depending on a set of factors, mainly on sex (Fischer and Arnold, 1994). There is a widespread recognition that consumer behaviour is the key to contemporary marketing success. In this way, the field of consumer behaviour has been characterized by a diversity of viewpoints and based on an interdisciplinary science. In this context, the understanding of consumer behaviour could appeals to a set of different areas of knowledge, such as psychological, cultural social psychological, physio-pyschological, genetics anthropology.” 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. The paper starts with the presentation of the relevant literature in the area of buying behavior and then the research hypothesis is described. After that the methodology followed to develop the study is presented with a special reference to the sample method, data collection and statistics. Next, the results are presented and discussed and finally the conclusions are drawn.

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2. Consumer Behaviour approaches
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. Knowledge of consumer behaviour directly affects marketing strategy (Anderson et al, 2005). This is because of the marketing concept, i. e., the idea that firms exist to satisfy customer needs (Winer, 2000). Firms can satisfy those needs only to the extent that they understand their customers. For this reason, marketing strategies must incorporate knowledge of consumer behaviour into every facet of a strategic marketing plan (Solomon,...
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