Establishing psychological relationship between customers and retailers: a study of the small to medium scale clothing retail industry

Purpose The purpose of this qualitative study is to investigate how young female customers establish psychological relationships with small- to medium-scale retail stores over time forming purchase intentions, actual purchase patterns and repurchase behaviour. Role of various customer typologies was also considered. Design/methodology/approach A case study approach was implemented to collect and analyse data, where data was collected from 20 young female customers and ten clothing retailers using purposive sampling via semi-structured interviews. Interviews with customers were conducted in a place of their choice such as in a coffee shop, whereas data from retailers were collected in the retail stores. Both online and offline retail patronage was considered to incorporate the growing tendency towards online shopping. Results were analysed using thematic analysis. Findings This study managed to reveal a number of interesting findings on how female customers form and develop psychological relationships with clothing retailers over time that ultimately builds customer loyalty. Customer behaviour in pre-purchase, purchase and re-purchase stages can significantly vary according to their individual perceptions, whereas they have a few favourite clothing brands that they frequently shop for. Preference for online shopping was found to be minimal, most of them enjoying in store experiences. Further, word of mouth and unique designs emerged as key contributors in establishing retail brand loyalty. Practical implications This paper provides better insights for clothing retailers and industry practitioners in understanding how customer perceptions affect clothing purchase decisions. Originality/value This paper contributes to the retail literature by emphasizing on various elements that should be amalgamated through proper synthesis to serve customers. The research is unique as it analyses customer behaviour using a recreational activity model as opposed to marketing models to demonstrate how customers develop relationships with retail brands overtime

Factors influencing online and in-store purchase of telecommunications services and equipment in Croatia

The purpose of this paper is to examine differences in factors affecting the probability of online and in-store purchase of telecommunications equipment in the Republic of Croatia. Online questionnaire survey conducted in September 2019 gathered responses that identified respondents’: method of telecommunications services and equipment purchase, their information gathering tools, factors affecting respondents’ telecommunications services and equipment purchasing decisions in general, and online and in-store purchasing decisions. 125 gathered responses were analysed using a binomial logistic regression. The results state that general factors incite respondents to purchase telecommunications equipment and services instore. Factors inciting online purchases are enabling factors and cause respondents to purchase telecommunications services and equipment online. Responses were further divided into subsamples depending on gender and education level. Results are consistent in tested subsamples. In the sample of male respondents, the results are consistent, while the female subsample shows does not exhibit statistically significant results. Furthermore, subsamples that allowed education level differences showed the results are supported for the subsample of respondents with higher education, and are not supported for respondents with secondary education

CONSUMERS’ SATISFACTION, TRUST, AND LOYALTY TOWARD THE HIJAB ONLINE SHOPS

The number of hijab users in Indonesia is increasing. This study aims to analyze online hijab shop customers' characteristics, the level of satisfaction, trustworthiness, consumer loyalty, and the influence between the level of satisfaction and trust on consumers' loyalty to who buy the hijab at online stores in Indonesia. Data were collected through a questionnaire with a Likert Sala, made using Google Form and distributed online. The study sample of 153 people was determined using a purposive sampling technique. The collected data were analyzed using Structural Equation Modeling (SEM) - Partial Least Square (PLS). The results of this study indicate that: (1) online hijab shop customers are dominated by students aged 17-25 years; (2) Consumer Satisfaction Index (CSI) of 79%, which means that consumers are satisfied with the e-commerce services used by consumers; (3) online hijab shop customers are satisfied with the services provided by online hijab shops; (4) the level of customer loyalty is 72%, which means that consumers have high enough loyalty so that they are willing to keep shopping at the current online hijab shop and are willing to recommend it to consumers' colleagues or relatives; and (5) customer satisfaction and trust have a significant effect on customer loyalty. From the results of this study, it is recommended that online hijab shop managers provide hijab that suits students and students' needs to use them at school or campus and always maintain customer satisfaction and trust so that they continue to be loyal customers. Keywords: hijab online, IPA, satisfaction index, trust, loyalty inde

An Evaluation of the Effect of Consumer Characteristics on Retail Format Patronage Decisions

Consumer is prime factor in retailing. A customer can adapt various buying roles like initiator, influencer, decider, buyer, preparer, maintainer and disposer in purchasing and using the products. Buying behavior helps marketers learn the intensity and degree of involvement of customers in purchasing the products. Studies that link customer service to factors such as demographic, psychographic characteristics and store format choice are rather limited and under studied despite the fact of the discovery that individual characteristics of consumers influence their shopping behavior. Despite its importance and its contribution toward better understanding of consumer purchasing behavior, there is still lack of research in this area especially in the retail sector. In validating the measurements and investigating 650 questionnaires were filled by shoppers. The research concluded with adiscussion on management implications as well as recommendations that suppliers should supply the good in shopping malls through considering their demographic and psychographic responses

Using Transaction Utility Approach for Retail Format Decision

Transaction Utility theory was propounded by Thaler to explain that the value derived by a customer from an exchange consists of two drivers: Acquisition Utilities and Transaction utilities. Acquisition utility represents the economic gain or loss from the transaction. Where as transaction utility is associated with purchase or (sale) and represents the pleasure (or displeasure) of the financial deal per se and is a function of the difference between the selling price and the reference price. Choice of a format has been studied from several dimensions including the cost and effort as well as the non-monetary values. However, the studies that present the complete picture and combine the aspects of the tangible as well as intangible values derived out of the shopping process are limited. Most of the studies, all of them from the developed economies, have focussed on the selection of a store. They represent a scenario where formats have stabilised. However, in Indian scenario formats have been found to be influencing the choice of store as well as orientation of the shoppers. Also, retailers are experimenting with alternate format with differing success rates. The author has also not found a study that has applied this theory. It is felt that the Transactional Utility Theory may provide a suitable approach for making format decisions.

Consumption of fashionable clothing brands: an exploratory study of fashion purchases by South African teenage girls

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management (August 2016)The purpose of this research paper is to explore the proposition around the factors influencing fashion choices for teenage girls which include attitude, impulse consumption, peer pressure, self-congruency and socialisation agents which all lead to their intention to purchase fashionable clothing brands. The research problem was to identify whether the factors influencing teenagers’ attitudes and decision making styles actually affect their intention to consume fashionable clothing brands. The design approach and methodology was the gathering of qualitative data from conducting five focus groups consisting of six female respondents each. The respondents were teenage girls aged between 13 and 19 years old, from different social backgrounds. Findings showed relatively high levels of consumption of fashion brands among the respondents, but not necessarily conducted in the traditional consumer decision-making processes. The manner in which teenage girls consume fashion brands creates a clear distinction and gap in the market of how to connect with this age segment. Key findings of the research show that teenagers no longer conform to typical adolescent ways, and it is through their consumption behaviour that marketers need to identify ways in which retail marketers can engage with them.MT 201

Factors and their Manners of Impulsive Buying Behavior in Retail Apparel Industry

To begin with, the topic of impulsive buying behavior factors appear to be vital as the mass market keeps increasing rapidly, consumers tend to be more experienced and keep learning quickly. Therefore, marketers encounter the necessity to adjust to the constantly changing customer needs and wants. The research problem of the thesis is “What are the factors inducing people to buy on impulse?”, and two research questions are the following: “What are the most influential factors inducing people for impulse buying at clothing stores?” and “How do these most influential factors induce people for impulsive buying at clothing stores?”. These research problem and questions were primarily shaped to direct the authors to the precise information collection from secondary data sources. After that, the general overview of the literature found was carried out with the aim of creating an outline for further data gathering and analysis. Consequently, it was decided to select the most suitable research approach for the study problem and questions, which is semi-structured interview one. Therefore, the entire research is the qualitative one enabling the researchers to gain more detailed and profound responses. The research was provided with 24 initial factors, the influence on the impulsive buying of which, had to be studied. Ten individuals were interviewed composing a group of female students aged from 20 to 30 years old. The overall results have revealed 9 factors inducing people to purchase on impulse in the retail apparel stores. Moreover, the semi-structured interviews assisted in revealing how these most influential factors impel consumers to acquire products impulsively

Why Hong Kong Internet Users Do Not Shop Online C An Empirical Study

Past research papers on consumer behaviour of Internet non-shoppers in Hong Kong have been lacking. This empirical study by on-line questionnaire and focus group interview is an attempt to explore further into the key aspects in this subject area. The focus of this study is on understanding what are the barriers against Internet shopping in Hong Kong, and what can be done to facilitate local Internet shopping. Research overseas suggests that major barriers against Internet shopping are “payment security”, “privacy and trust”, “shipping cost” and “logistics”. (Deloitte, 1999 : Froomkin, 1996 ; Luckett, 1996 ; Slatalla, 2000 ; Ernst & Young, 2000 ; Oxley & Yeung, 1999). This study came to similar conclusions in Hong Kong. Inducements for non-shoppers to purchase on-line include “increasing web traffic”, “trust building”, “online cooperative program” and “bricks and clicks”. (Hoey, 1998; Picken, 1999 ; Zellner, 2000 ; Pine, Peppers & Rogers, 1993 ; Mara, 2000 ; Gulati & Garino, 2000). This study in Hong Kong indicates that more effort needs to be made to improve trust”, “delivery logistics” and “online payment method”. The marketing implications of these findings are identified and discussed