1. Introduction
1.1. Background
In today ‘s concern ‘s universe, one of the most ambitious undertakings for sellers is to understand the clients ‘ purchasing behavior. What goes into the homo ‘s black box: what do them to do the determinations of purchasing or non purchasing? Is it based on values, positions which dominate the market today or strictly trust on his/her demands, demands and wants or modern society ‘s environment alterations ‘ influences? These are all reflecting consumer ‘s purchasing behavior. Hence, a proper cognition of consumer ‘s behavior will be a critical key to derive competitory advantage in the planetary concern environment.
To better understand consumer behavior and what factors influence it, this article will be centered on three theories – ego theory, consumer decision-making and manner theory. Literally all three theories relates to the procedure of purchasing behavior which reflected through consumers ‘ perceptual experiences.
Self theory is ourselves executing as a system and creates a theoretical account of what we believe and understand for the outside universe. Consumer decision-making is a construct that let us understand how clients choose and make the determination to purchase or non purchase in the full procedure. Fashion theory is all driven by the society ‘s innovativeness. Indeed, all three theories are really of import in doing selling schemes due to it is a key to the success of any concern.
1.2. Aim
This article will be analyzed together with research worker ‘s diary to understand the chances of consumer ‘s behavior based on research worker ‘s ain shopping experience. Below are the purposes on this study is focused ;
– The chief construct of each theory and its influences in the consumer behavior ;
– Integrate research worker ‘s shopping experience and combine theory to analyse existent consumer behavior ;
2. LITERATURE REVIEW
2.1 THEORY OF SELF
2.1.1 Concept
In simple words, ego is a mirror image of me. It is an internal position of my ain personality. It is considered an epicentre of all the perceptual experiences. It is encapsulated image of homo ‘s personality. The ego is a perpetually switching dynamic system that is more like the flow of a river in which forms emerge and disappear than a inactive background ( Kelso, 1995, p. 1 ) . Harmonizing to Mead ( 1934 ) , the ego is non a affair whereas it is prototype or process. As Goffman points out, the ego is a sacred symbol in this society ( 1959 ) . Self is a cardinal factor which is responsible for carry throughing or run intoing the most of import emotional energy aim. That is why one critically mentioned “ the accidental rediscovery of ego ” in experimental societal psychological science ( Hales 1 98 1 a ) . It is about impossible to understand ego on its ain, as it provides philosophical foundation for social-psychological probe into the ego construct.
Self construct theory besides refers to theory of self -evaluation. Self construct is a composite of human ideas about its ain ego. It denotes the “ entirety of the person ‘s ideas and feelings holding mention to himself as an object ” ( Rosenberg 1979, p. 7 ) . Self is all about holding our ain perceptual experiences about our ain ego ‘s. It is an inside position of a human which relates to an intangible universe. From ( 1956 ) described self-concept as “ life being cognizant of itself. ” Self construct is non an person ‘s point of view whereas it is made up of multidimensional prospective as actual-self ( how a individual perceives herself ) , ideal-self ( how a individual would wish to comprehend herself ) , societal ego ( how a individual presents herself to others ) , and global-self attitude ( self-esteem or self-satisfaction look, etc. ) . ( Joseph, 1982 ) Self theorists basically define self-concept as an attitude one holds about or toward one ‘s individual ( self ) , this attitude dwelling of cognitive constituents ( cognition, belief ) , affectional constituents ( ratings ) , and behavioral-motivational constituents ( sensitivities or inclinations to react ) . ( Ivan, 1971 )
2.1.2. SELF-THEORY IN CONSUMER BEHAVIOUR
Self image/product image on brand/product penchants
The self-concept is fundamentally a cognitive construction which is in many ways associated with strong feelings or behaviors. Consumers make picks are in the connexion with self-concept which is cognitive assessment attributes about oneself in the fond regard to different trade names. This means a consumer may buy some merchandise as he feels that merchandise enhances himself, and this consumer may non wish to shop in a certain shop due to the ground that he feels the shop ‘s merchandises are non as the same degree as he is at or non suit into him in footings if stand foring his image. ( Edward, et, al.1968 ) And this is the image of ego as persons express themselves by taking trade names whose personalities are perceived to be congruous with their ain personalities. ( Ahmad, et.al, 2001 )
Since people have their ain personalities, product/services is assumed to its ain personality image every bit good. This personality is represented in the product/service ‘s properties like conventional, classy, voguish, insouciant etc. The merchandise ‘s personality is besides represented into drawn-out maps like touchable costs, benefits like quality, infinite, monetary value and public presentation. These maps are non merely the representatives of product’s/service ‘s image but besides characteristics in other factors like advertisement, stereotype of the users, other selling chances, etc. This type of merchandise image has been interacted with consumer ‘s self-concept and consequence a alleged self-image/product image congruousness, in which influence the consumer ‘s merchandise penchant and purchase purpose. ( Joseph, 1985 )
Self-esteem and Self-consistency V.S. Purchase Motivation
If a merchandise image is close to self-image, it will be named as self-congruity while as if a merchandise image is close to ideal self-image, it will be named as ideal congruousness. It is argued that self-congruity ( SC ) affects purchase motive through the activation and operation of the self-consistency motivation. In contrast, ideal congruousness ( DC ) affects purchase motive through the mediation of the self-esteem motivation. ( Joseph, 1985 ) Assorted self/image congruousness illustrations will do assorted purchase motives among consumers. If a consumer has high self-pride, he will buy a positively valued merchandise in order to maintain his positive self-image. However, he will ne’er buy certain merchandise which is negatively valued merchandise as he wants to avoid negative self-congruity. Take an car as an illustration, a high self-esteem client will ever purchase a good ideal auto in order to fulfill others or society ‘s point of position as it is of import for him to keep the position in his milieus. He will ne’er purchase a auto which undertakings a lower image in comparing to his self-pride. However, from the position of self-consistency, consumer will be ever motivated to buy a merchandise either positive or negative image as it is of import that the merchandise itself should be reflecting his/her self-image belief. A tabular array has been illustrated from Joseph ( 1985 ) is clearly stated the relationship in the purchase motive and client ‘s ain image/personality.
Beginning: ( Joseph, 1985 )
Discussions
Since the self-concept has been divided into multidimensional positions, research workers have studied a batch on different self-dimensions to happen out any relationship to the consumer ‘s behavior. Therefore, it turned out the merchandise image/self-image can non ever fulfill consumers to buy certain merchandise under his purpose all the clip. Some research workers argued that consumers are non merely seeking the merchandise which is close to self-image. Sometimes, consumer does non take the merchandise which represents him, but instead certain merchandise which is related to his ideal self-image due to that the relevant self-image dimension is negative. ( Laird, 1974 ) This has brought us into the considerations that societal factors, position, environment have changed consumer ‘s existent purchase into the ideal purchase in order to fit up with the world or society though this is similar like self-esteem construct in the above portion.
Research workers have besides argued that people purchase some branded merchandise is non due to the perceptual experience of him, as it might be the cause of post-purchases effects. This means after purchase, consumer has taken its product-image into his self-image to stand for himself alternatively of pre-purchase consequence. It is the product-image doing the consequence alternatively of self-image cause the purchase of the merchandise.
2.2. CONSUMER DECISION MAKING
2.2.1. Concept
Decision devising for a consumer has ne’er been so complicated since high engineering development in the planetary commercial industry. Similar merchandises within same maps among assorted trade names in retail mercantile establishments and shopping promenades have created more picks for a consumer. And retail merchants are going rivals to each other by utilizing assorted publicity methods like advertisement, direct mails and cusps of information on goods and services attract clients to buy. With the development of information system, the pick for determination devising for a consumer becomes much more complex due to the electronic format on merchandises ‘ show. ( Steven, 1996 )
An organisation which embraces the selling construct “ attempts to supply merchandises that satisfy client demands through coordinated sets of activities that besides allow the organisation to accomplish its ends. Customer ‘s satisfaction is the major purpose of the selling construct ” . ( Dibb et al. , 1994 ) It is a procedure in which both the parties are benefited by interchanging if purchaser intend to buy something of value from the marketer, in return marketer must acquire something of value. ( Table 1 and Table 2 ) In order to turn in an efficient manner, organisations ever try to happen out the grounds of why consumers make such purchase determination or why non. The key to drive a company ‘s growing is to understand the elements that motivate into consumer ‘s purchasing determination. Merely under such status can a leader of the company to cleverly set up the allotment of the resources and supportive activities. ( Todd, EL, al,2005 )
Table 1: – Value to both parties: purchaser and marketer ( Source: Dibb et al. , 1994 )
Table 2: Exchange Process ( Beginning: Dholakia, 2007 )
Buy a merchandise involves a decision-making procedure among consumers. Harmonizing to Paul ( 2007 ) , there are four ironss related to such determination doing procedure: Search for options, Evaluation of options, Purchase, and results of the purchase. The chart below has been a good illustration of a decision-making of automobilists purchasing gasolene. Beginning: ( Paul, 2007 )
Decision-making procedure has been mostly influenced by the modern communicating tools among companies. As from the position of seller ‘s position, what is of import is non merely understanding the nature of the determination procedure, but how this influences the person ‘s responses to advertisement communications. ( Keith ) Hence, a proper apprehension of consumer ‘s decision-making now is going much more and more complex and interesting.
2.2.2. CONSUMER DECISION MAKING IN CONSUMER BEHAVIOUR
Consumer determination manners:
Below is a chart which will explicate two types of influences that motivate consumer ‘s purchasing behavior: touchable and intangible factors.
Elementss that influence consumer ‘s purchasing determination: ( Todd, et, al.2005 )
Research workers besides found that people ‘s picks over the merchandises ‘ perceptual experiences are assorted harmonizing to different states. Harmonizing to Sproles and Kendall ( 1986, p. 268 ) , a consumer ‘s decision-making manner is “ a mental orientation qualifying a consumer ‘s attack to doing picks ” . They developed eight basic elements that influence consumer ‘s purchasing determination which are: quality witting, trade name witting, manner witting, recreational and hedonic orientation, monetary value witting, unprompted and careless inclinations, confused by over-choice and trade name trueness. ( Cheng-Lu, et, Al, 2004 ) This means any component or combinations of them among these eight mental characters can be the concluding determination of a purchaser ‘s pick depend on what he is concentrating on.
Howard and Sheth Theory of Buyer Behaviour: Brand Model
This theoretical account made by Howard and Sheth has considered assorted factors into the consumer ‘s determination devising over a merchandise. In the chart below, there are seven factors shown its relations to a determination devising of a purchaser. And under this theoretical account, three state of affairss have been composed to exemplify purchaser ‘s determination of purchase over the merchandises ‘ trade name: Routinized Response Behaviour – Brand Familiar, Limited Problem Solving – new and unfamiliar trade name in a familiar merchandise category, and Extensive Problem Solving – unfamiliar trade name in unfamiliar merchandise category. Under the theory, attitude has been considered as the amount of a figure of dimensions. Attitude is like purpose which equals to what degree of motivations of fulfilling a client ‘s demands inside of the head. Beginning: Paul ( 2007 )
Rationality Behaviour
Some research workers are oppugning that “ what is the reason determination doing? Does reason besides involve in the purchaser ‘s purchase decision-making? ” Harmonizing to Keith ( 2007 ) , the premises of reason are that people strive to maximise public-service corporation and have perfect cognition in the hunt for the optimal solution. By utilizing the determination regulations, a pick has to be made through a set of options sing each option with certain standards singling out the best suited one in the procedure of a reason determination devising. It is ever a procedure in the hunt and chooses over the factor of satisfaction.
However, the being of the argument between reason behavior and emotional conscious is ever been argued. It might be possible for a client that make a rational purchase, but some people would reason that there is certain existence grade of emotional urges result in the pick among the options. In this state of affairs, decision-making under the consciousness of reason and emotion sensual have gathered more research workers into the probe to analyze consumer ‘s determination devising in a comparative manner. ( William, 1998 )
Discussions:
Research workers find out that assorted states ‘ determination devising manner on consumers are different. However, due to the grade of economic system of a state, consumer ‘s determination devising on the merchandises harmonizing to the eight characters are non precisely right since those characteristics are more applicable to those states where are more developed. Differences in civilization and substructure of the retail merchants have besides illustrated the assorted shopping experiences on determination devising of the consumers. Take India ‘s retail merchants as an illustration, most of the stores are in little sizes and household owned. There is non so much infinite for consumers to compare with assorted picks inside of the shop, and normally consumers buy the merchandises with preset list on manus and expected monetary values to take from the merchandises in shop. Peoples ever buy the fabric and set it into seamster store to make the designs alternatively of purchasing the ready 1s. Hence, seeking for a cosmopolitan instrument that can depict consumers ‘ decision-making manners among a broad sphere of civilizations is debatable. ( Steven, et, Al. 1996 )
Online shopping environment allows sellers to construct synergistic tools for consumers to do determination in a new transmutation manner. Consumers make on-line shopping determination has changed the traditional manner that on-line synergistic tools have allowed consumers to compare merchandises in deepness and purchase a quality merchandise in an efficient manner. However, this suggests that synergistic determination AIDSs have the potency to drastically transform the manner in which consumers search for merchandise information and do purchase determination. ( Gerald & A ; Valerie, 2000 ) This besides has carried out a future research on the relationship between consumer determination devising and behavior in the scenes of practical universe.
Some research workers believe that purchase behavior includes consumer determination procedure while others argue that for many purchases, a determination procedure has ne’er occurred, non even on the first purchase. This is due to several grounds: necessity purchase, culturally-mandated life styles purchases, purchase because of childhood penchants skill, purchase of recommendations, or random purchase, etc. ( Richard & A ; Donald, 1979 )
2.3. FASHION THEORY
2.3.1. Concept
Manner in a theoretic term is a culturally endorsed signifier of look, in a peculiar stuff or non-material phenomenon, which is discernable at any given clip and alterations over clip within a societal system or group of associated persons. The typical illustrations to show manner are dressing, frocks and adornment. The popular acceptance for manner is under the term of vesture, and usually, vesture and manner are synonymous footings. Besides, manner is expressed in other ways between stuff in nature like furniture and non-material context like art grasp. Harmonizing to the research workers, there are two dimensions inside of manner: manner object and manner procedure. Literally to understand, manner object is a specific object such as a dress/a coat, etc. Due to its particular visual aspect or peculiar manner, it is named as manner object. It represents the manner at that point of clip. In order to place manner procedure, a rhythm below has been drawn to better understand the rhythm of manner procedure. ( Charles & A ; Lawrence, 1980 )
3 ) . Early Adoption by Fashion Leaders.
4 ) . Diffusion of the manner through societal webs ;
5 ) . Fashion Decline of that object
1 ) . Public Acceptance of a possible manner from inception
2 ) . Introduction of a manner invention
Modern person ‘s new life styles have been translated by the manner interior decorators into new manner constructs in today ‘s society. And such new procedure has composed the manner procedure into another new model. The manner procedure in a new model has been re-conceptualized as “ manner transmutation procedure theoretical account. ” This theoretical account, combined with symbol interactions ( SI ) theory, has built some new anticipations sing the manner industry. Fashion alterations will besides alter the relationship between persons ( assorted in society ) and society as a whole which is affected by two factors: micro-level ( single ) and the macro-level ( socio-dynamic ) forces. ( Fletch, et, Al. 2002 ) Manner, through empirical observation talking, alterations due to the high demands of micro forces in person ‘s outlooks such as manner interior decorators, pioneers or wearers. How speedy to alter manner is non merely depends on those micro-level factors but besides on a societal tendencies which are considered as macro-forces in society such as demands to conform, force per unit areas from others want to be the same or different from others in the society. However trade name consequence is ever connected with micro-level topics who are considered through an person on how of import he values a trade name on what degree to fit with himself in society. After all, all these factors are altering the manner sector and act upon consumer ‘s purchasing behavior at the same time. ( Appendix 1 & A ; Appendix 2 )
Fast manner industry has contributed a batch into the consumer ‘s purchasing behavior in these old ages. Manner means designer stores or retail merchants change all manners in the shop/floors within every two hebdomads or even shorter period. This has generated a batch of gross to those retail merchants by selling inexpensive sum of measures of apparels to assorted people who prefer to alter apparels all the clip, particularly in the immature coevalss. Shops like Primark, H & A ; M, Top store and New Look are authoritative retail merchants working on fast manner tendency and all of the stores are competitory to each other due to similar manner in the markets. And people do like shopping in these stores non merely of the inexpensive monetary values ‘ attractive force, but besides because of the fast altering new manners. ( Louise, Grete, 2009 )
2.3.2. FASHION THEORY IN CONSUMER BEHAIVOUR
Manner Clothing Engagement
The manner vesture engagement has been suggested as one of the chief topics that can corroborate buy behavior among purchasers. It can be learnt through the affiliated feeling toward consumer-fashion vesture. It is of import to larn the manner vesture engagement among assorted people as it is the chief driver which influence the society ‘s manner acceptance procedure and engagement is potentially an of import country as it represents an of import symbolic ingestion country for consumers. To better understand consumer ‘s purchase behavior, it is a cardinal to cognize his engagement in manner vesture. Apart dressing served as a protection of heat, it is represented other maps such as societal position for an person and what he looks like ( professional, insouciant, etc. ) . Therefore, research on such consumer behavior is besides seen as the major function of marketing companies to understand and supply right picks for the clients. ( O’Cass, 2000 )
Engagement is valued as the factor to hike client ‘s motive and a base to better understand bi-lateral relationships between Sellerss and purchasers in the markets. It is besides a fact to drive person ‘s growing and satisfaction every bit good as personal goal-oriented behavior. Hence, it is a critical undertaking for sellers to understand such manner vesture engagement in the selling environment.
Luxury Brands in Buyer ‘s Behaviour
The market for luxury branded merchandises has ne’er been so demanded in the last 10 old ages. The most suited ground of people behind the luxury trade names is because of the fact of societal position symbol. Research found out that luxury trade names are non merely purchased by the rich older coevalss, but besides younger coevalss who are insanely basking the purchase behind the trade names. In order to aim more jr. coevalss into the shopping branding list, sellers start to concentrate on diffusion trade name: an extension of a trade name. This means a new merchandise is introduced under the name of an bing trade name. ( Aaker 1991 ) A diffusion trade name is a step-down trade name extension of an bing luxury trade name in similar merchandise classs, which aims to set up a close connexion with the parent trade name as a luxury merchandise. ( Fernie et al. 1997, Speed 1998 ) However, the differences can be varied into quality and monetary value to suit more into the market under the same line of a luxury trade name such as Armani Exchange under the luxury trade name of Armani. This is besides to suit into society and follow more credence from the purchasers in the society among immature coevalss.
Media & A ; Celebrity Influence
Consumers follow media and famous person ‘s manner is really common in modern society. Selling tools put monolithic presences of new tendency manner into media channels like ( publicizing on magazines, newspaper ) have mostly boosted consumers ‘ purchasing behavior in recent old ages. And consumers are would love to follow the tendencies due to it ‘s the society ‘s tendency. For famous person, due to her/his nature of occupation profile, apparels for socialising are merely worn few times and their monolithic presences on media have besides brought the newest manner tendency among the followings in immature coevalss, and this at the same clip hike similar sort of merchandises production into a good merchandising. ( Louise & A ; Grete, 2009 )
Discussion
Research workers besides argued that SI theory in the manner procedure transmutation has non to the full solved the relationship between two forces. This is expressed as such inquiries like:
– if a client is refering civilization factor into the manner, what will be the procedure related to a manner merchandise? What will be the characteristics ‘ of the image, product/buyers result in the influence of such procedure?
– Are at that place differences between manner pioneers and manner followings in footings of tolerance of symbolic ambiguity, need for singularity, and other related features?
The combination of SI to new manner procedure theoretical account is non so clear on such state of affairss. Future more surveies will be focused every bit good as re-conceptualize the procedure theoretical account related to manner alteration.
As fast manner exists, there is more and more concern on the increasing fabric waste which needs to be dealt with. This term is named as disposable manner. Research workers started to oppugn the relationship between fast manner and environment sustainability issues. Is such manner valuable to the market every bit good as consumer ‘s concern? To keep a good environment, fast manner decently needs to re-define its ain significances into the society. And this needs those retail merchants to understand the importance of cut downing the volume of fabrics waste. ( Louise & A ; Grete, 2009 )
2.4. DIARY V.S. Theory
Harmonizing to research worker ‘s ain shopping experience, his emotional urge has driven him into that specific merchandise. At the same clip, manner and design, expected monetary value scope have been composed as the factors to actuate research worker ‘s purchasing. And emotional factor has ever been the argument between rational behavior and emotional conscious. Harmonizing to William ( 1998 ) , while most consumer research workers have favored a rational information treating theoretical account of purchaser determination devising and behavior, a few besides tried to understand consumers in more emotional and animal footings. However, the emotional consciousness has ne’er been through empirical observation tested as there is small research work concentrating on this. Hence, research worker ‘s ain experience has challenged that there was certain flat grade of emotions factors drive him to buy the merchandises in the market apart from other factors.
Brand penchant is another factor actuating purchase behavior. Though there is an emotional feeling inside & As ; toward trade name penchant, it is still trade name itself act uponing research worker ‘s purchasing behavior as a batch of people like research worker believes that a merchandise under a good trade name ever contains the characteristic of quality. Brand penchant in here is expressed both in the self-concept and manner theory. Harmonizing to research worker, an un-planned purchase in Zara meant two elements in the behavior: manner manner toward and self-concept image. As research worker has seen pupils have oning similar sort of manner in university, he bought the similar sort of merchandises in Zara. From the manner position, this is because of trade name ‘s orientation while as from the self-concept position, research worker has certain feeling that he wants to be stylish position or looking good in the university. And that is the procedure from existent ego to ideal self image ‘s altering procedure. This means research worker is really caring for the manner tendency in the market.
Persons express themselves by taking trade names whose personalities are perceived to be congruous with their ain personalities. ( Ahmad, et.al, 2001 ) Researcher besides experienced certain trade name he does non wish due to the unfamiliar and that trade name he considered is non fit into his ain personality. This one time has clearly proved the theory of ego that product/brand image will act upon consumer ‘s behavior since consumer has his ain position of himself in the market although factors like monetary value and quality is besides the concerns inside of self-image sometimes.
In the class of shopping experience in House of Fraser, factor like environment of the shopping promenade has besides driven researcher acquiring his ain merchandises. This could be the design of the promenade and emotion consciousness inside of consumer ‘s head which make determinations of purchasing certain merchandise in specific store/shopping promenade. Although cognitive factors may mostly account for shop choice and for most planned purchases within the shop, the environment in the shop and the emotional province of consumers may be of import determiners of purchase behavior. ( Elaine & A ; Anil, 1997 ) This can besides be the future research subject as the combinations of environmental elements and emotional driven forces in the look of consumer ‘s behavior.
3. Decision
After all, there are three findings beyond theories:
– All theories are correlated: It has become really of import for research workers to cover all the theories while making market research. As at some point these theories show familiarity to each other.
-Some exposed factors: It has been discovered most state of affairss in consumer behaviors can be explained related to the theory manner. But there are still some other factors ( environment in the store/emotional consciousness ) needs to be researched in the hereafter to transport out a better apprehension on consumers ‘ behavior.
– Trade name penchants: It has been spoken in all three theories ; this means that people would wish to buy trade names all the clip and trade name power is monolithic and beyond considerations. That is why manner is about trade name, personality is about trade name and decision-making is about trade name.
The subject of consumers ‘ behavior will ever stay an interesting subject for sellers. Sellers are still non able to understand the cardinal processing unit of human to the full, where all the analysis takes topographic point about buying a merchandise or service. It needs a changeless research and deep apprehension of human mental map. It ‘s a stating “ Nothing is lasting in this universe ” same applies to human purchasing behavior. Demand for a alteration in human nature will ever let down research workers. The processing in the black box is like stage, one stage finishes another comes with different act uponing factors.
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