1405417 UnitecSchool of Business Bachelor of Business, B.Bus BSNS 6372 Buyer Behaviour Assignment 2 – Research report Semester: Semester 2 2012 Date issued: Thursday 9 August 2012 Due date and time: Thursday,27 September 2012 Delivery: In digital drop box or delivered to lecturer Total marks: 100 marks Weighting: 40% of course Instructions: Complete this cover sheet and attach it to your assignment.. This is an individual assignment and must be your own work. Collusion, copying or plagiarism may result in disciplinary action We advise that you keep a copy of this assignment. Student Name: Monique McTaggart Student ID No: 1405417 Lecturer: Patrick Dodd Class time: Thursday 1300 Student declaration: I confirm that: This is an original assessment and is entirely my own work. Where I have used ideas, tables, diagrams etc of other writers, I have acknowledged the source in every case. This assignment has not been, nor will be, submitted
Transcript
1405417
UnitecSchool of BusinessBachelor of Business, B.Bus
BSNS 6372 Buyer Behaviour
Assignment 2 – Research report
Semester: Semester 2 2012Date issued: Thursday 9 August 2012Due date and time: Thursday,27 September 2012Delivery: In digital drop box or delivered to lecturerTotal marks: 100 marksWeighting: 40% of course
Instructions: Complete this cover sheet and attach it to your assignment.. This is an individual assignment and must be your own work. Collusion, copying or plagiarism may result in disciplinary action We advise that you keep a copy of this assignment.
Student Name: Monique McTaggartStudent ID No: 1405417Lecturer: Patrick Dodd Class time: Thursday 1300Student declaration: I confirm that:
This is an original assessment and is entirely my own work. Where I have used ideas, tables, diagrams etc of other writers,
I have acknowledged the source in every case. This assignment has not been, nor will be, submitted as assessed work
for any other academic course.Signature of student:
Date of signature: 25/09/2012
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ALTERING CONSUMER ACTIONS IN FASHION:
A GLASSONS ANALYSIS
BSNS6372: BUYER BEHAVIOUR
Monique McTaggart
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Assignment 2
27/9/2012
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EXECUTIVE SUMMARY
The Glassons brand is one of New Zealand’s leading women’s fashion outlets for both
clothing and accessories. With this in mind, one could enquire as to what techniques Glassons
stores employ when trying to alter the ways in which consumers shop in their stores. The
information in this report, as well as that of the attached consultant’s report, attempt to
identify principles used in Glassons stores and their eventual effects on buyer behaviour.
Such principles include the use of visual and audible stimuli, the role of brand personality,
the understanding of factors such as household life cycles, opinion leaders and group
influences whilst further isolating how the relationship between the brand and the consumer
is influenced as a result of such principles. Observations ascertained from visits to the Botany
Town Centre and Sylvia Park, Auckland Glassons stores allude to the fact that consumer
actions are potentially influenced by the use of visual stimuli such as the use of colour, the
layout of the store and the products themselves because such factors create a simultaneously
soothing and exciting shopping atmosphere. Furthermore results showed that Glassons is
aware of the changing budgets of consumers and their prices are altered accordingly without
any detriment to the quality of the brand and the subsequent products. A SWOT analysis in
the consultant’s report details the brands current strategies and offers up opportunities for the
future. It is recommended that Glassons maintain their current strategies of using visual
stimuli and perceived consumer wants to alter the buying behaviour of their target market
however they should also implement a few changes in their store. It is pertinent to state that
there are a vast number of younger consumers who are now parents and the inaccessibility for
prams in-store has the potential to eliminate consumers – this should be rectified.
Furthermore it is noted that sales could be increased if the brand expands into selling clothing
and accessories for men alongside their female orientated products.
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CONTENTS PAGE
Executive summary Page 3
Observed in-store phenomena and a literature response Page 4
1. The use of stimuli and the effect on consumer perceptions
a. Visual and audible stimuli Page 4
b. Altering perception and personality Page 5
2. The use of social class and culture in marketing Page 7
3. The brands awareness of consumer behaviour
a. House-hold life cycles Page 8
b. Group influences Page 9
c. Opinion leadership Page 10
4. The creation of a brand personality Page 11
References Page 14
Consultant’s report
Introduction Page 16
Discussion Page 16
Recommendations and Conclusions Page 17
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OBSERVED IN-STORE PHENOMENA and A LITERATURE RESPONSE
In attempting to determine how clothing stores use various techniques to enhance the consumer
experience, the Glassons brand was chosen as an example. Glassons is a brand that specialises in
women’s clothes and accessories, primarily for those aged from teenagers to late 20s. Therefore
two stores where visited in the hopes of determining consistencies within the brands products,
layout and overall aesthetics. These stores reside in Botany Town Centre and Sylvia Park,
Auckland. When analysing Glassons, one can look at four distinct principles that help companies
and their subsequent brands relate to consumers and persuade them to purchase their products by
either an individual or repeat process:
1. The use of stimuli and the effect on consumer perceptions
a. Visual and audible stimuli
Clothing stores that primarily cater to women use visual and audible stimuli to differentiate
themselves from their male orientated counterparts. The use of such stimuli can be seen as a
strategic manoeuvre to entice customers to remain in the store for an extended period of time in
the hopes that they may be persuaded to purchase items; in relation to Glassons, this would be
clothes or accessories.
It is possible to suggest that consumers develop relationships with a brand through the experience
received when interacting with products in-store. Ismail and Spinelli (2011) note that emotional
responses to a brand are reflective in consumers brand loyalty. In regards to the aesthetics
associated with the Glassons stores, the correlation of visual and audible stimuli can be seen as
the brands attempt to persuade consumers to develop a positive emotional response to the brand.
This is furthered by Ismail and Spinelli (2011) when they state that, “consumers love their
fashion brand because of the passion it inspires in them” (p.388). This ‘passion’ is reflected in the
make-up of the Glassons brand and its subsequent stores; selection of products and the use of
colour and music.
Glassons utilises an array of colours that range from bright and bold colours to lighter pastel
colours which are currently showing in the Glassons stores for their spring line. It could be said
that the colours are a clear reflection of the clothing and accessories that are sold at a given time.
This is to say that in summer, colours of the clothing and of the store change to reflect a brighter
and cheerier atmosphere that attempts to mirror the emotions consumers tend to feel during the
summer season. Visually, one could make a case for the products themselves being visual stimuli
as the current pastel coloured clothes are aesthetically pleasing and are reflecting the change in
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season. The lighter colours create a sense of awakening enhanced by the realisation that the
layering of warm and drab winter clothes is on the out and warmer weather is approaching.
Audibly, the music in both the Sylvia Park and Botany stores seemed to be straight from the
music charts and appeals to a younger demographic and creates an atmosphere similar to that of
being in a nightclub. The music is of the drum-n-bass, pop or hip hop variety and tends to be
songs from artists such as Rihanna, Britney Spears, Skrillex, Adele, and Sean Paul – whatever is
trending at the time.
b. Altering perception and personality
It is pertinent to suggest that in the make-up of Glassons as a brand, there is motivation to invoke
some form of visceral response from the consumer. Babin and Harris (2012, 2013) define visceral
responses as the emotions that directly results in a physical reaction. In regards to Glassons, this
is apparent in the stores attempt to create a happy and joyous mood within the consumer through
a combination of factors such as the colour of the displays, the upbeat music and the friendly and
welcoming staff, in the hopes that such a mood will directly result in the purchasing of one or
more of their products.
The music which elicits a dancing appeal, reminds younger consumers of the university age of
the feeling you get when you go to a nightclub. This therefore has a tendency to persuade
consumers to look for items they may where in that situation. The use of the music also allows
consumers to sing along and mindlessly search through racks of clothes and try on products, a
notion which may result in eventual purchasing.
One can make assumptions that Ismail and Spinelli’s (2011) theory that consumers buy products
that reflect their own personalities can be attributed to how stores such as Glassons use visual and
audible stimuli to persuade consumers to purchase their products. This is to say that a correlation
between the products and the aesthetics aligned with the brands core demographic allows
Glassons to create an atmosphere that is appealing to consumers on a visceral level. An emotional
response on this level would therefore result in consumers feeling at ease and in some cases,
accepted within the brands personality so that “by buying a fashion brand similar to the
consumers actual personality, he/she is communicating something about him/herself” (Ismail &
Spinelli, 2011). The use of visual and audible stimuli therefore has the potential to not only
persuade consumers into purchasing products, but also into developing a relationship with the
brand itself.
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Whilst it is apparent that the Glassons brand derives most of its personality and consumer loyalty
from the products they sell and the aesthetically pleasing atmosphere the stores create, it is
pertinent to suggest that some of the buying behaviour exhibited in-store is a result of
relationships developed with the staff. Marzo-Navarro, Pedraja-Iglesias and Rivera-Torres
(2004), state that the relationship between consumers and staff is important for brand loyalty and
repeat purchasing because consumers expect a plethora of benefits when engaging with a brand.
It is said that,
“customers, besides expecting to receive the satisfactory delivery of the core service, expect to
obtain additional benefits that can be derived from the relationship maintained with the contact
person….The creation of relational benefits for the customer will allow social ties to be
established, which help to establish stable relationships between the firm and the customer…
which help to create value that prevents the competition from taking the customer away” (Marzo-
Navarro, Pedraja-Iglesias and Rivera-Torres, 2004, p.434).
Marzo-Navarro, Pedraja-Iglesias and Rivera-Torres’s (2004) theory is useful when determining
how the correlation of the brands personality and the positive nature of the staff tend to result in
consumers developing a desire to purchase products from Glassons stores. This relationship is
also a useful tool when discussing the possibility that opinion leaders, group influences and word
of mouth have the ability to persuade the buying behaviour of many consumers rather than just an
individual.
2. The use of social class and culture in marketing
Social class can be seen as a response to factors such as individual income and occupation that
helps determine a groups social status (Babin & Harris, 2012, 2013); low, middle or high class.
Hogg, Bruce and Hill (1998) state that fashion is an important product category for different
social classes because they provide a certain level of prosperity depending on the chosen brand.
Once again the visuals and the music are reflective of the youthful consumer that the brand is
trying to attract. In regards to the older consumer of 25 to 30, one could note that brand
recognition, the products and the prices alike are what draw in consumers within this segment.
It could be suggested that the layout of the Glassons stores suggest the type of customers that the
brand is trying to capture. The store is overrun by circular racks and rectangular tables filled with
clothes and accessories in addition to the magnitude of products displayed on the walls
themselves. The notion that the layout may not be conducive to all general consumers is apparent
when observing women in the Sylvia Park and Botany stores. Whilst the gap between the
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clothing racks and display tables is wide enough for people to manoeuvre through, it became
increasingly obvious that mothers with prams would not be able to navigate through the store
with ease. One consumer at the Sylvia Park store had to abandon her pram at the entrance and
carry her baby around the store so that she could shop; this method would prove difficult if a
consumer opted to try on clothing in the dressing rooms. One could therefore state that this lack
of room may result in consumers opting to not shop in store.
3. The brands awareness of consumer behaviour
a. House-hold life cycles
Glassons is an example of a brand that is catering to the consumer who has an ever changing
budget. Household life cycles are exhibited through a brand whose prices fluctuate in response to
the reality that incomes change and therefore the buying behaviour of such consumers are altered
in the interim (Babin & Harris, 2012, 2013).
$69.99 $39.99 $25.00 (sale item)
Figure 1: Varying prices of Glassons dresses
These products, as taken from the Glassons website and as available in store, show how Glassons
sells dresses of similar style for various prices. One could suggest that this is reflective of their
understanding that consumers budgets change and therefore their stock must be affordable to all
types of consumers (Figure 1) whose income varies across an invisible budgeting spectrum. Even
though these dresses are of different prices, they appear to be of similar quality, a notion one
could attribute to the design and execution of Glassons products and the realisation that cheaper
prices do not mean cheaper quality.
It is apparent not only in the prices but in the products themselves that Glassons is aware of the
changing budgets of consumers and therefore their changing wants and needs; teenagers and
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adults alike. This is to say that the brand has made sure that quality in design and execution
extends across all products in all price ranges.
b. Group influences
In entering the stores, it is initially hard to determine if the brand is aware of group influences and
opinion leaders, however when analysing what these two principles entail and with some after
thought about the experience involved with shopping at Glassons, it is apparent that the
management team may have some suspicion as how to target group influences and opinion
leaders; particularly opinion leaders.
Group influences are best defined as the ways by which members of a particular social group
influence the behaviour, attitude and opinions within said group (Babin & Harris, 2012, 2013).
Babin and Harris (2012, 2013) state that there are a variety of groups, however it is pertinent to
state that not all would apply to the consumers of Glassons. The types of groups are: primary,
secondary, brand community, formal, informal, dissociative and aspirational. For the purpose of
discussion, there are a few groups that pertain to Glassons consumers,
Primary group : A primary group is defined by Babin and Harris (2012, 2013) as a social
group who has frequent and direct contact with one another. As Glassons consumers tend
to shop in groups of two or more, it is pertinent to suggest that most of Glassons customer
base derives from a primary group setting. With this in mind, it is possible that influences
on buying behaviour occur to a large extent when one consumer in a social group
recommends purchasing certain products and identifying themselves with the subsequent
brand.
Aspirational group : An aspirational group best refers to a group in which a consumer has
a desire to belong to yet is not currently and active member of (Babin & Harris, 2012,
2013). Here one could suggest that consumers are attempting to purchase products from a
well-established brand as to increase their chances of being accepted by a particular social
group; Maslow’s theory of belongingness and love coupled with the esteem level.
Hogg, Bruce and Hill (1998) note that when it comes to social groups, group influence has the
most influence on the uptake of a brand and their products. In regards to younger fashion
consumers, such as those targeted by Glassons, Hogg, Bruce and Hill (1998) suggest that opinion
leaders and other members within a group use preconceived notions about a brands quality,
stereotypical customer base and peer acceptability to determine whether a brand warrants their
time and effort. In regards to a fashion store such as Amazon, one could state that the brands
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personality and in turn perceived consumer base would be that of frequent beach or snow goers
with higher budgets. On the other end of the spectrum, a store such as Rebel Sports would be
perceived as being a primarily sporting place by which consumers can purchase expensive
clothing or exercise equipment to better their fitness regimes. To conclude, it is pertinent to state
that these notions relate to the assertion that group influences coupled with brand preconceptions
have the ability to determine when, where and how consumers interact with a brand and their
retail stores.
c. Opinion leadership
Babin and Harris (2012, 2013) define opinion leadership in relation to a peer group trendsetter.
This is to say that individual consumers who are opinion leaders who have the ability to
adequately influence the purchasing behaviour of others. When entering a Glassons store, one
cannot help but notice that consumers tend to be shopping in groups of two or more; especially
those who appear to be between the age of 15 and 30.
Fashion innovators are said by Phau and Lo (2004) to be a staple in the progression of a fashion
brand. It is stated that fashion innovators, who are shoppers that purchase clothes and accessories
more frequently than other consumers, have the ability to disseminate positive brand information
through their peers and become opinion leaders. When making reference to group influence or
opinion leaders, word of mouth plays an important role in the flow of positive or negative
information about a brand; creates a new form of brand association.
Ismail and Spinelli (2011), state that consumers who have positive experiences with a brand in
either a product or relational form, have a tendency to share their love for a brand with their
peers. This may be apparent with Glassons when observing consumers in the Sylvia Park and
Botany stores and noting that younger consumers shopped in small groups. Whilst each member
may split up initially when searching for products or deals, it should be noted that consumers
tended to seek the opinion of their peers before purchasing a product. One consumer was
overheard stating that she had previously purchased a pair of jeans recommended to her by a staff
member and that her friend should buy them as well because she deemed them to be an excellent
purchase; post-evaluation led her to recommend a product to a member of her peer group through
word of mouth. The initial purchase of this product could be seen as a technique by staff to
influence not only the purchasing behaviour of one consumer, but also those of the consumers
peer group.
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A further argument for the aforementioned conversation between one Glassons consumer and
another can be associated with information on opinion leaders by Phau and Lo (2004). It is said
by Phau and Lo (2004) that opinion leaders, who adopt products before their peers, take their
purchasing experience with a product and the subsequent brand and inform the buying behaviour
within their social group; opinion leaders “…may legitimize and facilitate the spread of new
clothing fashions to later buyers” (Goldsmith & Stith, 1993, p.15).
4. The creation of a brand personality
The brand personality of Glassons is apparent in the make-up of the stores through the aesthetics,
the products and the relationships developed between consumer and staff when experiencing all
the store has to offer. In saying this, it is pertinent to suggest that as a brand, Glassons intent is to
provide up to date and in-style clothing and accessories that allow consumers to feel included in
their peer group through stylish and affordable products (Glassons, 2012).
In regards to the staff, Glassons appears to portray the same image in their employees as they do
in their visual merchandising. This is to say that in the Sylvia Park and Botany outlets the staff
are young and attractive women who are dressed and accessorised in the latest products Glassons
had to offer; a clear visual representation of how Glassons products look on people rather than
mannequins.
The music played in-store is also a clear determinant of the brands youthful characteristics
portrayed in the products, staff and visual layout of the store and subsequently, the brand. The
music, which is a mixture of the top songs filtering the charts, creates an audible atmosphere
similar to that of when one is in a dancing environment.
Figure 2: Advert on the Glassons website: Use of colour and props extends from the shop floor to the
website.
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Visually, the use of colour and props such as balloons, clouds, flowers and so on extends into the
company’s website; www.glassons.com (Figure 2). This can be seen as a tactical move by which
the company hopes to visually stimulate the consumer to remain on the website and browse
various online sales products and purchase products they may not be able to find in store;
irrespective of shipping costs.
Babin and Harris (2012, 2013) note that there are five key dimensions when discussing a brands
personality. They are as follows:
Personality Trait Description
Competence Responsible, reliable, dependable
Excitement Daring, spirited
Ruggedness Tough, strong
Sincerity Honest, genuine
Sophistication Glamorous, charming
Table 1: Brand personality dimensions
When discussing Glassons, a store aimed at women and primarily designed for younger
consumers, one might define the brands personality traits as competence and excitement (Table
1). This is to say that consumers who shop at Glassons tend to do so in a frequent manner to the
point where they define their products to have a certain level of dependability. Furthermore, one
could note that the clothing and accessories which at times harbour bold colours and strong
pattern designs have a tendency to be daring and somewhat fashionably adventurous.
Ismail and Spinelli (2011) suggest that the excitement and sincerity personality traits have the
most relevance to modern consumers. This is derived from the notion that clothing brands tend to
define their brand personality through their products in both design and quality. It is further noted
by Ismail and Spinelli (2011) that brands can inadvertently showcase their personality through
“advertising, store design, shopping malls” and so on (p.389). Glassons therefore is an excellent
example for this assertion as the visual layout of the store coupled with the brands products and
online components clearly show the brands personality alike; apparent in the Sylvia Park and
Botany retail stores.
One could make the case that certain brands elicit personality traits of sophistication or
ruggedness (Table 1) in the sense that some products are only displayed during particular fashion
seasons. This is to say that in winter, Glassons houses thicker and warmer clothes made of
materials such as merino to withstand durability and colder climates; ruggedness. In regards to
In light of the observed in-store phenomena and literature attached to the beginning of this
report, it is possible to highlight some key principles attributed with the make-up of Glassons
as a brand whilst isolating what strategies may lead to increased sales at a later date. Such
assertions lead to recommendations that include increasing sales by integrating new products
into the brands repertoire whilst also redesigning the stores to accommodate new consumers.
DISCUSSION
When reflecting on the aforementioned principles in this report, it is possible to state the strengths
and weaknesses of Glassons current perceived strategy whilst suggesting alternate strategies that
the company may employ to increase their sales potential. Findings from in-store observations
have led to much of what is elicited in this discussion because the overall experience is far more
informative than what can be ascertained from researching the brand in its current state. A SWOT
analysis identifies the following:
STRENGTHS WEAKNESSES
S1: Glassons is an already established brand within its core demographic
S2: Glassons is home to enticing products whose appeal are exemplified through the aesthetics of the stores
S3: In-store aesthetics extend into the Glassons website
S4: The brand is established in both New Zealand and Australia
W1: The cheery disposition consistently portrayed in the Glassons stores may directly conflict with consumer attitudes when they are in a negative mood; visually and physically by staff
W2: The stores do not have proper access for consumers with prams; eliminate potential customers?
W3: Need a bigger consumer base both domestically and internationally
OPPORTUNITIES THREATS
O1: Alter the layout of the store to better equip expanding families
O2: Expand the brand concept and design men’s clothing and accessories
O3: International market integration
T1: Other brands who such as Cotton On who have established customer bases within the same market segment; cater to men as well
T2: Similar brands that stock men’s and women’s wear
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It is apparent that Glassons already has a plethora of strengths that have helped with the
fruition of the brand however weaknesses and subsequent opportunities do emerge, both of
which lead to a series of recommendations that can be made.
RECOMMENDATIONS AND CONCLUSIONS
Possible recommendations to help improve the sales of Glassons products are limited as the brand
is already well-established, has high sales potential in its current state and has more strategic
strengths than weaknesses; based on observation. Recommendations however include,
Re-branding Glassons to include menswear
o This recommendation is in light of seeing men standing outside of the stores
whilst their female friends or partners shop in-store
o Also in response to successful brands such as Cotton On, Jeans and Jeans West
who stock products for men and women
Creating a line of menswear that directly correlates with the quality and style of the
women’s-wear currently available
Acknowledging that some of their consumers may be parents
Creating a pram-friendly store so consumers who are parents are more likely to try and
buy products
International market integration
o Glassons already exists prominently in Australia but further integration will see
the fruition of the brand and potential increase in sales both domestically and
