How Do Psychological Factors and Extended Product (Self) Affect the Consumer Behaviour in Buying Brassiere?

2258 Words Apr 17th, 2006 10 Pages
Introduction
Brassiere (bra) is a timeless item that has been with women for ages. It is like a jewel box that jealously cherishes the femininity inside ¡V we consider it as the symbol of passion. Nowadays, bra is a type of fashion getting restless for something new.
There are dozens of bras types to fit a female consumer¡¦s taste, need, style, size and particular occasion. Types such as push-up bras, full-coverage bras, maternity bras, sport bras, underwire and no underwire bras have made popular focuses on the upper torso of a woman, therefore, to most female consumers, an extravagant waste of cash is no doubt to be spent for this product.

The number of consumers spending dollars for such miraculous wear is increasing
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It somewhat gives women a positive feelings when a fitted bra helps shaping up their bodies in a better way. For example, a brand is promoting their water bras in the market, featuring chest enhancement. ¡§The cups are filled with a mixture of 55 percent body oil and 45 percent water.¡¨ (Betty Shimabukuro, 2005) A female consumer would make use of her own perception to determine whether the water bra is risky to be used, considering the potential of leakage from the product.

Sometimes, people will also forget much of what they learn and tend to retain information that fits with their existing attitudes and belief. This is what we called as selective retention. A female consumer might not be able to remember all types of bras introduced by the sales lady in a lingerie shop, but she will remember those that may satisfy her needs.
Learning

¡§Learning refers to the changes in an individual¡¦s behaviour arising from experience. It occurs through the interplay of drives, stimuli, cues, responses and reinforcement.¡¨ (Kotler, Brown, Adam & Armstrong, 2004) We do not truly realize how we learn. We know it has to do with a drive to get something out, cues that we come across to keep us going after it, reinforcement from the answer we get that pushes us to try again. In the case of bra purchasing, female consumers never stop learning how to choose the type of bras that are suitable for them. Some of

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