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Psychological Factors: The Consumer Behaviour In Buying Brassiere

2145 words - 9 pages

IntroductionBrassiere (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, underwear and no underwear 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 rapidly. Based on the research from Cotton Incorporated Lifestyle Monitor, 68.4% of female consumers, the highest to date, said they would not sacrifice comfort for fashion, an increase of 6.4 points over the same year ago period.¡¨ (CottonInc., 2005) It is the purpose of this analysis to investigate the individual perception and psychological factors that affect those shoppers and style queens in buying this product.The AnalysisBrassiereIn the first years of the century, the only acceptable undergarment was a corset stiffened with whaleback bones that underwent a certain degree of relaxation. Corsets moved downwards at the beginning of 1930s. Women and European women in particular, were positively electrified by the influence of new fashions such as the tango, and began to dress and deport themselves in ways that brought out their personalities. Mary Phelps Jacob was the first to patent a device that was lightweight, soft and separated the breasts naturally. After several decades of innovations, a bra can now make an average outfit outstanding as well as provides protection from elemental forces.In fact, the world we are now living in is within a perpetual state of rapid change. Remember when underwear was first worn as outerwear? The two categories are merging and becoming almost indistinguishable, in an age when our society is increasingly future-oriented and the boundaries between lingerie, leisurewear and sportswear are correspondingly flexible.Fig.1 Brassiere products from Triumph (www.triumph.com)Psychological factorsMotivationAn individual has many needs and desires at anytime. According to Sigmund Freud and Abraham Maslow, a need becomes a motive when it is aroused to a sufficient level of intensity. A motive (or drive) is a need that is sufficiently pressing to direct the person to seek satisfaction. (Kotler, Brown, Adam & Armstrong, 2004) The driving force within a woman that impels her to buy a bra is simple ¡V to obtain a fitted bra to shape her upper torso in a better way. As the woman's need is satisfied, she tends to move on to higher goal achievement such as obtaining various types of bras to suit her different purposes.Maslow's hierarchy of needs¡¨ (Fig.2) is based on the...

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