FASHION PSYCHOLOGY

CONSUMER BEHAVIOUR
The study of how individual customers, groups or organizations select, buy, use, and
dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions
of the consumers in the marketplace and the underlying motives for those actions.
Advances in technology, logistics, payments and trust coupled with increasing internet
and mobile access and consumer demand for convenience have created a US$1.9 trillion
global online shopping arena, where millions of consumers no longer ‘go’ shopping, but
literally ‘are’ shopping at every moment and everywhere.

Online shopping as a rising trend

The frequency of online purchases varies considerably by geography. Consumers in Asia,
North America and Western Europe are most likely to shop online, while per capita
online purchases in Eastern Europe and Russia, Latin America, and the Middle East and
Africa are less frequent.

Men spend more online than women

While men and women shopped with about equal frequencies, on average, the men spent
more per transaction— US$220 vs. US$151 for women—on their most recent purchase.
This can largely be attributed to the fact that the male consumers were more likely to buy
items in higher priced categories such as luxury goods (55 percent of luxury transactions
were by men) or electronics (72 percent of electronics transactions were by men), while
women were more likely to buy in lower-priced categories such as cosmetics or food.

E-tailers dominate the online marketplace

The rising power of e-tailers such as Taobao, Alibaba or Amazon, to name a few, is
apparent around the world. Their dominance is particularly evident in China and India—
where over 80 percent of online purchases were from e-tailers—as well as in Japan (69
percent), Italy (68 percent) and South Africa (65 percent). The share for e-tailers in these
countries is far above the global average of 50 percent. A trend of younger consumers
being less likely than Baby Boomers to buy from e-tailers could indicate a future
slowdown in this platform’s growth. Fifty-four percent of Baby Boomers, who are less
prone to shop around for price and who prefer to buy from familiar websites, made their
most recent purchase from an e-tailer, compared to Millennials with e-tailer purchases at
48 percent. Conversely, Millennials were 30 percent more likely than the Baby Boomers
to buy directly from a retail shop’s website

Device preference trends

Despite the global proliferation of mobile smart phones and tablets, the majority of
consumers still prefer traditional desktop PCs or laptops when shopping online. More
than half (57 percent) of online purchasers globally said they prefer to use desktop PCsor
laptops, while 17 percent said they preferred to use a mobile device and 27 percent had
no preference. Device preferences varied significantly by region, with Asian consumers
being more than twice as likely (19 percent) as the global average (8 percent) to shop on
a smart phone. This was particularly evident in China, where 26 percent favored a
mobile device. As expected, Millennials were the generation most likely to use a
smartphone for shopping (11 percent of recent purchases) although 54 percent of them
still used a laptop or desktop PC for their most recent online purchase.

OUR TARGET AUDIANCE

Mature men aged 40-60

PURPOSE

To study online buying behaviour of men aged around 40-60.For this we have conducted
a little survey through questionares.

Sample size : 17

WHAT THEY BUY

According to our findings through survey from sample size responses, following are the
products they are buying:

PRODUCTS NUMBER OF RESPONSES

Books 1

Gifts 4

Computer components 5
Tickets 8

Consumer electronics 5

House wares 3

Soft ware applicatins 5

Others 4

WHY THEY BUY

REASONS NUMBER OF RESPONSES

Saves time 11

Saves money 2

More relaxing 5

Easier to shop 4

More efficient 4

WHEN THEY BUY

8 Reasons Why Men Are Trading In-Person Shopping For Online Retail
According to a 2012 study by digital marketing agency iProspect, 70% of affluent men
prefer to do their shopping research and purchases online. Moreover, over a quarter of
those who participated in iProspect's study made weekly purchases. So why else would
an increasing number of men be happy to purchase apparel online?
1. Lack of pressure – The web allows men time to ponder, time to read, time to
consider the benefits before committing whenever is convenient (sometimes at the
last minute).
2. Advice from the people they want it from – It’s easy to email a link to a friend,
share a product on Facebook or Twitter and get immediate feedback on suitability.
Once you have the product delivered to your home you can get your partner’s
opinion with zero effort.
3. Knowledgeable experts on call if you need them – Men are generally reluctant
to ask questions, but online operators can provide a range of options from
anonymous interactions on live chat, to private questions on email and phone
 calls; or you can just peruse the large number of blogs and style websites.
4. Their size is likely to be in stock – Physical shops are great from an experiential
point of view, but their audience is limited by their location and how far people
will travel. Thus the amount of stock that can be profitably carried is limited.
Internet sites can fulfill globally from a small number of stock locations.
5. large choice or a personalized selection – Due to the constraints of a physical
space, traditional shops chose products carefully to try to optimize sales for their
local customers. In a virtual world, a web site has no direct space constraints.
Alternatively web sites can personalize the experience to feature a smaller, edited
assortment targeted for a narrowed segment of customers. Sometimes a reduction
in choice can actually help make the purchase decision easier.
6. The details – Men want to know the technical details: where, how, why, and from
what an item was produced. All this information can be presented online as easy
to digest editorial, photography and videos.
7. Styling – Websites can show how every item can be worn in an outfit, something
that is impossible in a store environment - a woven belt, for example, may make
more sense when it’s styled with a casual blazer and jeans. Access – Websites are
increasingly being specially designed for phones and tablets, and a slew of Apple
and Android Apps are now dedicated to the mobile experience. These have
massively improved the ease of use on the small screen and meant that the online
experience is no longer tied to your desk. More and more people are shopping
across devices, browsing a bit on their phone, maybe adding to basket or wish list
on their tablet and then purchasing later from their desktop PC or Mac.
8. Access – Websites are increasingly being specially designed for phones and
tablets, and a slew of Apple and Android Apps are now dedicated to the mobile
experience. These have massively improved the ease of use on the small screen
and meant that the online experience is no longer tied to your desk. More and
more people are shopping across devices, browsing a bit on their phone, maybe
adding to basket or wish list on their tablet and then purchasing later from their
desktop PC or Mac.
WHERE THEY BUY
From online stores avaible for the products they sre looking for purchasing.

Books
www.libertybooks.com https://www.bookfinder.com/
Gift

https://www.gifts.com/ www.prezzybox.com
Computer components

http://ncix.com/ http://www.microcenter.com/
Tickets

https://www.skyscanner.net/ https://www.tripadvisor.com

Consumer electronics

https://www.newegg.com/ https://www.amazon.com/
House wares

https://www.zarahome.com/us/ https://www.pier1.com/

software applications

https://www.amazon.com/design-download-business-education-software/b?
ie=UTF8&node=229534

https://www.gamefly.com/registration?adtrackingid=cmju721