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Female consumers: Decision-making in brand-driven retail

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  • Granot, Elad
  • Greene, Henry
  • Brashear, Thomas G.

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.

Suggested Citation

  • Granot, Elad & Greene, Henry & Brashear, Thomas G., 2010. "Female consumers: Decision-making in brand-driven retail," Journal of Business Research, Elsevier, vol. 63(8), pages 801-808, August.
    • Handle: RePEc:eee:jbrese:v:63:y:2010:i:8:p:801-808
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    References listed on IDEAS

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    Cited by:

    1. Tsarenko, Yelena & Strizhakova, Yuliya, 2015. "“What does a woman want?†The moderating effect of age in female consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 41-46.
    2. Rezaei, Sajad, 2015. "Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 1-15.

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