Researching Consumer Behaviour and Psychology

Running head: Researching Consumer Behaviour and Psychology
Researching Consumer Behaviour and Psychology
A case study of UK and Russia with the selected consumer segment: Tweenagers
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Researching Consumer Behaviour and Psychology 1
Executive summary:
The aim of the report was to present an analysis of the consumer behaviour in the fashion
industry. The consumer motivation and the behaviour of the consumers in two countries,
namely, United Kingdom and Russia, have been selected for the research of this report.
Moreover, the fashion consumer segment selected that reflects the age and attitude is the
tweenagers. The fashion industry is the multibillion dollar global enterprise that deals with
the making and selling of clothes. One of the most important factors is the increased
penetration of the social media sites like the Facebook, instagram those are majorly used by
the marketers to market their products. The psychological factors like attitude and beliefs,
perception, motivation to buy a particular product and also learning any new thing about the
product are the major factors affecting consumer behaviour. A detailed primary research has
also been conducted to understand the taste and the preference of the people of these regions.
The culture of a place or the exposure of a person to a particular region influences the buying
decision and the preference of the person. Both Britain and Russia have their own sets of
culture and the same is used by the marketers to market their products. It has also been found
that both UK and Russia have their own set of cultures and thus, the fashion trends should be
moulded considering their respective cultures. The buyers purchasing decision can be easily
manipulated if the right product is available for the target group.

Researching Consumer Behaviour and Psychology 2
Table of Contents
1. Introduction:...........................................................................................................................3
1.1 Overview of the present fashion industry in United Kingdom:.......................................4
1.2 Overview of the present fashion industry in Russia:.......................................................6
2. Summary of secondary research data:....................................................................................8
2.1 The fashion industry for tweenagers:...............................................................................8
2.2 The key market metrics of United Kingdom:..................................................................8
2.3 The key market metrics of Russia:.................................................................................10
3. Consumer behaviour and psychology to analyse consumer decision-making, motivation
and behaviour in context of fashion:........................................................................................11
3.1 Psychological factors of consumer behaviour:..............................................................11
4. Cultural marketing concepts and models:............................................................................14
5. Presentation and findings from primary research:...............................................................15
5.1 Methodology:.................................................................................................................15
5.2 Primary data gathered from UK:....................................................................................16
5.3 Primary data collected from Russia:..............................................................................17
6. Conclusion:..........................................................................................................................18
7. Recommendations:...............................................................................................................18
Reference list:...........................................................................................................................20
Appendices:..............................................................................................................................23

Researching Consumer Behaviour and Psychology 3
1. Introduction:
The aim of the report is to present an analysis of the consumer behaviour in the
fashion industry. As per the given scenario, working for a range of clients operating in
international market, the study is based on understanding the theoretical perspectives of both
consumer behaviour and psychology. The consumer motivation and the behaviour of the
consumers in two countries, namely, United Kingdom an0064 Russia, have been selected
for the research of this report. Moreover, the fashion consumer segment selected that reflects
the age and attitude is the tweenagers. Tweenagers are described as the group of people who
have entered in the teen age but before their adolescence. The age group of this group of
people is between 10 and 14 years. However, in the view point of Zaviyalova (2015), the
term has been given to the particular age group considering the common traits and the interest
of the group depending on their psychology that separate them from the children and the
young people. For this, a detailed analysis of the consumer behaviour and the psychological
theories and concepts will be carried on as a part of the secondary research. The study will
also undertake a primary research on the particular segment of people in the two mentioned
countries. It is based on the information derived from these findings, the conclusion will be
drawn.

Researching Consumer Behaviour and Psychology 4
Fig: Global Fashion Industry E-commerce
(Source: Statistia.com 2019)
The fashion industry is the multibillion dollar global enterprise that deals with the
making and selling of clothes. Fashion is defined as the style of clothing and the accessories
worn by a group of people at a particular stretch of time (Cialdini 2013). The fashion industry
is not only distinguished as the apparel industry but the beginning of 1970 has given a new
rise to the term. As commented by Daymon and Holloway (2011), the fashion industry has
seen acceleration with the increased affinity of the consumers towards the fashion market
after the 1970s. As a result of this, the promotion and advertisement of the apparel have also
increased to a great extent. These promotional and retail activities should be based on the
consumer behaviour and their psychology to attract the most number of people to buy more
stuff from the fashion industry (De Mooij 2010). As the discussion is based on the two
selected countries a detailed analysis of the fashion industry in these two countries can be
discussed below.
1.1 Overview of the present fashion industry in United Kingdom:
The fashion industry in UK including the clothes, footwear and the accessories has
been growing steadily since the last seven years and it has reached up to a market valuation
of 60.7 billion euros (Statistia.com 2019). It is not only the industry that is growing every
year but the annual expenditure of people on clothing and accessories have also increased. It
has also been seen that majority of clothing purchasing comes from women as there are a
number of behavioural and psychological factors running behind the purchasing process
(Towers and Xu 2016).

Researching Consumer Behaviour and Psychology 5
Fig: An overview of the fashion industry of UK
(Source: Statistia.com 2019)
Fig: Continuous increase of expenditure on clothing
(Source: Statistia.com 2019)
Detailed pen portrait of tweenagers in United Kingdom:
Key trend: The market has been infested by Western and
Eastern clothes.
Challenges for the designers: The cyclic nature of fashion and
huge demand for variety of clothes has created a huge challenge
for the designers and brands.
Marketing process: Promotional activities are more depended