Female consumers: Decision-making in brand-driven retail

Elad Granot, Henry Greene and Thomas G. Brashear

Journal of Business Research, 2010, vol. 63, issue 8, 801-808

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.

Keywords: Brand-driven; retail; Female; consumers; Decision-making; Qualitative; research; In-depth; interviews (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:63:y:2010:i:8:p:801-808

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