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RESEARCH
Consumer Behavior
Towards Clothing Brands
Lisboa, 2015
Rita Maria Lopes Fontelo Carranca de Oliveira
Summary
1. Research Summary promotional strategy 8. References
2. Evoked and Consideration Sets Analysis 4. Attitudes Analysis Annex 1 – Chosen brands and representative
3. Ad Memory Test Conclusions 5. Type of Consumer Decision Analysis ads
3.1. Relevant gender differences 6. Buying Decision Process Analysis Annex 2 – Evoked and consideration sets
3.2. Relevant associations for product’s 7. My Takeaway Annex 3 – Ad Memory Test results
1. Research Summary
This research aims to analyze, assess and categorize the behaviors of a group of people towards
clothing brands concerning their evoked and consideration sets, their reactions and associations towards
brands’ ads and how could it be employed for promotional strategies, their attitudes and their decision-
making processes. The group consists in 10 people, 5 female and five male, with ages between 19 and 28
years old. The brands selected for behaviors analysis were H&M, Benetton, Calvin Klein, Timberland,
Salsa and Gant.
4. Attitudes Analysis
Attitude Towards Assessment
Not wanting to wear the brand because they believe it is more
widely known as for a specific gender (“it’s girly”)
H&M, Salsa, Benetton Ego-defensive
Gant, Salsa, Timberland,
The brand is for consumers who have major purchasing power
Calvin Klein
Knowledge function
The brand fits their style and lifestyle (comfortable but classy and Timberland, Calvin
resistant clothes)(daring but casual clothes) Klein
Value-expressive
The brand sells clothes that are appropriate for working (classic
dress code)
Gant Knowledge function
The brand is for the ones who can’t find their pair of jeans,
because they will find it there
Salsa Knowledge function
When you don’t know what you want, you will want something
from there
H&M Knowledge function
The brand’s clothing makes any man feel classy (mentioned
having proof because of themselves)
Gant Ego-defensive
The brand lacks any other thing but a specific one (majority of
products are denim)
Salsa Knowledge function
The Decision Rules were the following: for F1, F4, M1, M2, M3 and M4, compensatory; for F2 and F3,
noncompensatory conjunctive; for F5, noncompensatory lexicographic and for M5, noncompensatory
disjunctive.
7. My Takeaway
With the making of this research I realized the complexity of the apparently simple posture of
consumers towards a brand or decision to acquire a product. It is definitely interesting how evoked and
consideration sets can be so different, for example. The main takeaway is, although, the understanding of
how much can determine for sales the position and posture of a brand towards the market or even a larger
environment as a country or the world. The way consumers assume brands will behave concerning quality
or culture can pretty much predict their expectancy, satisfying and buying behaviors. Furthermore, it
became clear that this intensive analysis is highly beneficial either for customer relationship management
or for insights analysis towards brand improvement.
8. References
Books
KOTLER, P., & KELLER, K. (2012). Marketing Management (14th ed.). New Jersey: Prentice
Hall.
SOLOMON, M., BAMOSSY, G., ASKEGAARD, S., & HOGG, M. (2006). Consumer
Behaviour: A European Perspective (3rd ed.). New Jersey: Prentice Hall Europe.
Websites
Dean, G. (2010). Understanding Consumer Attitudes. Marketography. Retrieved 22 November
2015, from http://marketography.com/2010/10/17/understanding-consumer-attitudes/
Perreau, F. (2013). The 5 stages of Consumer Buying Decision Process. Theconsumerfactor.com.
Retrieved 24 November 2015, from http://theconsumerfactor.com/en/5-stages-consumer-buying-
decision-process/
Pt.slideshare.net. (2015). Problem Solving Presentation Ppt. Retrieved 24 November 2015, from
http://pt.slideshare.net/cutehalle/problem-solving-presentation-ppt
Studymarketing.org. (2015). Best Website on Marketing Strategy, Marketing Plan, and Marketing
Management. Retrieved 21 November 2015, from
http://www.studymarketing.org/articles/Consumer_Psychology/Understanding_Consumer_Attitud
e.html
ANNEX 1 – Brands and chosen representative ads
Campaign
Brand Year
Poster Commercial
https://www.youtube.
com/watch?v=MqdIx 2012
GYtPqs
H&M
https://www.youtube.
com/watch?v=qImJF 2011
g5dgTE
Benetton
https://www.youtube.
com/watch?v=ILWZ 1992
34cFwNA
Calvin Klein
https://www.youtube.
com/watch?v=0QyLt 2010
DlgxRc
Timberland
https://www.youtube.
com/watch?v=NlCey 2014
1ZoZzA
Salsa
https://www.youtube.
com/watch?v=tn35T 2015
Ch9P2s
Gant
ANNEX 2 – Evoked and consideration sets
Research
Evoked Set Consideration Set
Group
Female 1 Springfield, Zara, Pull&Bear, Lanidor, H&M, Zara, Springfield, Pull&Bear, H&M, Mango,
Mango, Tricirculo, Mon Père, Cortefiel, Primark, Tricirculo, Mon Père
Tiffosi, Desigual
Female 2 River Woods, Sacoor, Ralph Lauren, Michael Zara, Mango, Tiffosi, Salsa
Kors, Salsa, Zara, Lanidor, Tiffosi, Cortefiel,
Mango, Decenio
Female 3 Pepe Jeans, Miss Sixty, Salsa, Levi’s, Roxy, Pepe Jeans, Miss Sixty, Salsa, Roxy, H&M,
Zara, Springfield, Stradivarius, Bershka, Zara
Primark, H&M
Female 4 Zara, Springfield, Stradivarius, Pull&Bear, Zara, Springfield, Stradivarius, Pull&Bear,
Blanco, Sfera, H&M, Mango, Primark Blanco, Sfera, H&M, Mango
Female 5 Massimo Dutti, Lanidor, Benetton, Decenio, Massimo Dutti, Lanidor, Benetton, Decenio,
Zara, Mike Davis, Tommy Hilfiger, Gant, Zara, Gant, Timberland, Sacoor, Mango
Timberland, Ralph Lauren, Sacoor, Mango
Male 1 Reebock, Springfield, Primark, Massimo Dutti, Springfield, C&A
C&A, Levi’s e Nike
Male 2 Giovanni Galli, Hugo Boss, Giorgio Armany, Giovanni Galli, Cortefiel, Nike, Adidas,
Cortefiel, Sacoor, Mr Blue, Nike, Adidas, Reebock, Deeply
Reebock, Deeply
Male 3 Springfield, Timberland, Merrel, Reebock, Billabong, Reebock, Timberland, Merrel,
Billabong, Quebramar, Tommy Hilfiger, Sacoor, Throttleman, Springfield
Throttleman
Male 4 Diesel, Zara, Springfield, Cheyenne, Primark, Diesel, Zara, Springfield, Cheyenne, Levi’s
Levi’s, Lee, Tommy Hilfiger, GAP
Male 5 Wesc, Volcom, Converse, Ripcurl, Lightning Wesc, Volcom, Converse, Ripcurl, Lightning
Bolt, Reebock, Levi’s, Springfield, Hugo Boss, Bolt, Reebock, Levi’s, Springfield, Billabong,
Throttleman, Billabong Throttleman
ANNEX 3 – Ad Memory Test results
Level of Emotional
Brand Recall Associations
Reactions
Female 1 Very High Nostalgia Lana Del Rey album
Admiration Lana Del Rey’s style
Empathy Navy
Love
Sadness
Glamour
Vintage style
Female 2 Very Low Surprise Lana Del Rey’s song
Admiration Lana Del Rey’s style
Depression
Cinema
Female 3 High Admiration Beyoncé doing another H&M campaign
Kate Moss doing Mango’s campaign
Lana Del Rey’s career being in growth
Female 4 Medium Admiration Cinema
Empathy Celebrities
Vintage style
Hipster style
Love story
H&M
Amusement Equality
Empathy Humor saves the world from tragedy’s impact
Personal negative experiences in society
Female 2 Low Amusement Freedom of the press
Politics
Campaigns supporting tolerance and acceptance
Female 3 Very High Amusement Humor without barriers
Desire of a world with peace
Female 4 Very High Amusement How violence is never the way
Empathy How stopping hate and violence is a mission of
everyone
UNICEF campaigns
Politicians
How hate and intolerance destroy the world
Female 5 High Chock Charlie Hebdo
Amusement Dealing with problems with humor
Ending violence
Global and individual differences
Male 1 Medium Chock Acceptance
Tolerance
Breaking of barriers
Male 2 Low Amusement Freedom of speech
Freedom of existence
Human rights
Global union
Violence is the way of hate to come true
Male 3 High Amusement Politicians are regular people
The advantages of breaking barriers when it
comes communicating serious and real issues
The courage of advertisers
Male 4 Medium Chock Boldness of some campaigns
Amusement Politics
Personal experience of seeing many people
fighting for nothing in clubs or bars
Male 5 High Amusement Racial issues
Gender issues
Religious issues
Freedom of the press nowadays
Global and individual differences
Female 1 Medium Envy Kate Moss doing other campaigns (Dior)
Admiration Weight issues of the models
Eating disorders
Female 2 Medium Admiration Perfect couples
Attraction Confidence
Boldness
Female 3 High Envy All the hot guys are either taken or unreachable
Attraction Luck that celebrities have to always be chosen to
Calvin Klein