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Camera observations of customer behaviour in fashion retailing: methodological propositions

Camera observations of customer behaviour in fashion retailing: methodological propositions Attempts to construct consumer typologies are an enduring feature of retailing research and frequently centre on economic and demographic characteristics. Such research highlights the relatively poor understanding of real‐life consumer behaviour and, in particular, the need to develop more appropriate methods of examining the behaviour of consumers within real‐life retail settings. As a first step in a study designed to assess the role of group identity in fashion clothing purchasing, this paper outlines an innovative methodological approach. Based on the experience of a project examining customer behaviour in a major menswear fashion retailer in the UK, the paper outlines a technique involving video observation, coupled with individual in‐depth interviews, as an effective means of generating valid referential accounts of in‐store customer behaviour. The paper considers the ethical and practical problems associated with utilising such a methodology, and points out the managerial and marketing implications of the approach. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Camera observations of customer behaviour in fashion retailing: methodological propositions

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References (55)

Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590559810231779
Publisher site
See Article on Publisher Site

Abstract

Attempts to construct consumer typologies are an enduring feature of retailing research and frequently centre on economic and demographic characteristics. Such research highlights the relatively poor understanding of real‐life consumer behaviour and, in particular, the need to develop more appropriate methods of examining the behaviour of consumers within real‐life retail settings. As a first step in a study designed to assess the role of group identity in fashion clothing purchasing, this paper outlines an innovative methodological approach. Based on the experience of a project examining customer behaviour in a major menswear fashion retailer in the UK, the paper outlines a technique involving video observation, coupled with individual in‐depth interviews, as an effective means of generating valid referential accounts of in‐store customer behaviour. The paper considers the ethical and practical problems associated with utilising such a methodology, and points out the managerial and marketing implications of the approach.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Sep 1, 1998

Keywords: Consumer behaviour; Fashion; Methodology; Retailing; Shopping; United Kingdom

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