6.

1 Consumer behaviour

6.1.1 Attitudes

Outlooks act as a special role for customers and are received from the simple reasons of the

people. There are four functions of attitudes, which are: useful, ego-cautious, worth-expressive,

and awareness act. These all detail out the various outlooks of the people which are made

because of several whys and wherefores.

6.1.1.1 Clothes shopping

6.1.2 Values

This term, “values” is normally related to the experience of customers, and individuals shop for

useful drives and for pleasure. Customers engaged in both types of shopping can have a positive

behavior. The buying actions of every person are impacted by the person’s own values. So a lot

of purchases are done because the buyers think that buying things will conclude in obtaining

some specific aim linked to values.

6.1.2.1 Mood

Many of the answerers told that their shopping manners are influenced by their emotions, and

majority of them feel content or pleased with whatever they have purchased. A few consumers

stated that they tend to purchase more stuff when they need for occasions or on need basis. So

this can lead to the idea that they enter a shop in down moods and leave in a content and pleased

manner, if they have purchased something. As per a concept about the topic, this is a portion of

consumers’ scheme so as to obtain specific value-connected aims. For this case, the aim would

be an improved mood. The answerers, though, weren’t totally whole in the matter of the mood of

the people after purchasing something; some of them felt low instead because they had wasted

money on things that they may not require. The consumers shopping specifically for useful aims

don’t normally experience these moods. But, if a female shops for pleasure then she may feel bad

later on.

6.1.3 Motivation

The steps of motivation are useful so as to assist us in comprehending our selection of moods

and requirements that can be grounded on both types of reasons, namely hedonic and utilitarian.

The aims of wearing clothes are varying for each person, but researches indicate four basic aims,

which are: reserve, pretentiousness, safety, and decoration, and these aims take clothes’ functions

from various outlooks. The theory of motivation is complicated and manners don’t always

indicate to the motive.

6.1.3.1Importance of fashion

The pride of purchasing highly fashionable clothes is brought on by the customer’s motivation.

When the larger part of the answerers in the city take shopping for clothes to be a vital part of

their lives, they also are motivated to purchase clothes, it is like a want which they have to fulfill.
But, they didn’t include as much worth on the significance of pursuing the latest fashions. This

can be given in detail by the customers’ various aims in the steps of motivation. The concern of

wearing the best fashions may possibly not be the vital motive of buying, even though basically,

the idea of fashion was of importance to a lot of people in Gothenburg. It is all dependent on the

personal motive to every action, which is inclined to differ a lot.

6.1.3.2 Motivational factors

6.1.3.3 Identity and self-esteem

The identity and the self-esteem are very strongly connected with the purposes of buying clothes.

Out of these two, the consumers in Gothenburg believe that clothes are very significant for self-

esteem. This could be clarified from the details given in the adornment theory that had also dealt

with the personal beautification and which can deemed as the most common purpose of clothing

that increases the self-esteem of a person. The consumers of most of the High street retailers are

of the view that clothing makes a considerable amount of effect on the identity. These consumers

were not questioned about the impact of clothing on their self-esteem due to which they may

have assumed that the identity and the self-esteem are one and same although the difference of

both had been elucidated to them. The outcome beyond the High street retailers can partially be

clarified by this aspect.

After having the know how about the significance of the identity and the self-esteem amongst the

consumers of the city, it will be very fascinating to consider about the clothes of the High street

retailers that whether it will be able to build a convincing identity. The varieties being offered by

the High street retailers are made of somewhat special clothes; which the consumers normally

prefer to some extent. The collections of the designated brands and the most modern fashion
being offered by the High street retailers provides the chances to the consumers to make a special

and distinct identity by wearing the clothes of the High street retailers. This is something which

the High street retailers should keep in mind when they try to approach new and more

consumers.

6.1.4 Consumer loyalty versus impulse buying

The loyalty decreases the decision making ability of a person because it will be wastage of time

for acquiring know how about the retailer. Brand loyalty is a terminology which clearly indicates

a strong attachment amongst the customer and a particular product. The fashion-oriented desire

of purchasing occurs when the customers finds and purchases a new fashion item which they did

not think of buying before.

6.1.4.1 Impulse buying

The greater part of the respondents is either fully unintended or partially unintended when they

goes for shopping. The outcome reveals that 46% of the female consumers prefer to purchase

clothes on impulse. As most of the female consumers also tries hedonic shopping, as such the

connection in between the impulse buying and the hedonic shopping turn out to be somewhat

apparent. If a customer enters the shop with a predetermined intention then it will not be possible

for the shop keeper to sell anything else if that specific item is not available. However, the

mainstream of the customers do not come with premeditated intentions, as such it becomes very

easy for the salesman to convince a buyer to buy any type of the available item.

The majority of the customers have optimistic approaches for shopping. These arousing elements

definitely lead to the fashion-oriented impulse purchasing during the shopping. The customers
inspired with these feelings gets involved in the impulse buying, however, they are very much

conscious of the verity that their mood influences their buying activities. If they get gloomy then

they do some impulse buying so as to feel relaxed.

These sorts of outcomes may not be good for the High street retailers and can affect them in a

destructive mode. Since the shop is not in the central shopping vicinity but is situated outside it,

therefore it is very difficult for the impulse buyers to just pop in, although there are various

customers who first pass the shop and then come back and enter. Due to this, it may be a bit

problematic for the High street retailers because they do not have the traditional shopping

windows. People may pass the shop without observing it due to which the shop loses the

opportunity of having some impulse buyers.

An argument was given by the owner of High street retailer that the average interest was shown

for the consumers of High street retailers. There was a thought that there may be some demands

and strategies found in between the shopping of High street retailers. As the brands are already

well known, the customer knows what to buy before moving towards the store. It is suitable for

the respondents who planned their needs before going to market.

6.1.4.2 Loyalty towards a certain clothes shop

Like High street retailers all the small shops based on the loyal customers that they must be loyal

to their company, and the respondents of about 65% react for the loyalty towards the company. It

is found in Gothenburg that normally peoples move towards the particular stores than others. It is

a fact that mostly H&M is preferred by the customers; hence they plan to move towards these

shops while shopping. The above way of loyalty is not acceptable by the retailers who work
independently, as High street retailers do. For gaining more shares in Gothenburg, High street

retailers highly need the female customers who must be loyal to them. The successful brands that

are offered by the High street retailers must create such situation for the buyers that they give

more concern to the products. The regular and loyal customers know the benefits which they get

in return of their loyalty. On the other hand the new customers must be trained for the company.

A long distance is found in between the loyal customer and the new customer. But it is the

therefore required for the establishment of company. Because the loyal and regular customers

never think while spending of their money and they also save time during their shopping. The

measurement of the process should be the first step.

6.1.4.3 Loyalty towards a certain brand

A conductoral difference was found in respondents that under the High street retailers, the

declaration of about 65% was given by the respondents for loyalty, and on the other hand same

declaration was given by the respondents against the loyalty. This shows that most of the loyal

women are already a part of High street retailer. This integrated loyalty indicates the loyalty of

brand. Since than, all the customers are loyal to the High street retailers because of their efforts

and good work. This interest is for those who are not well known to the organization, not for

those who are loyal. It will be difficult for the company to attract customers when they argue

unloyalty towards the organization. It is a nature of every person that they find interest and

benefits for them in any stuff, so when a women knows her best in organization, she will move

again and again towards the brand. It is a plus point for the organization that no one can break

the bond between the customer and the brand they use to buy.

6.1.5 Decision-making

When the important products are on sell, the process of decision will be more complex. Under

these decision makings customers search for the information and then take the decision of buying

any particular brand. Schizophrenic states that it mostly depends on the choice of consumer

regarding to their complexity. Years passed for the high selection because of the range of

products.