Female Consumers: Decision-Making in Brand-Driven Retail
Journal of Business Research
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.
Granot, Elad; Greene, Henry; and Brashear, Thomas G., "Female Consumers: Decision-Making in Brand-Driven Retail" (2010). Marketing. Paper 17.
Granot, E., Greene, H., & Brashear, T. (2010). Female consumers: Decision-making in brand-driven retail. Journal of Business Research, 63(8), 801-808. doi:10.1016/j.jbusres.2010.04.006