MARKS & SPENCER

Consumer Behaviour in the UK High Street Clothing Sector

Consumer Behaviour in the UK High Street Clothing Sector

Introduction

According to the past studies it is observed and proved that the organizational behaviours are influenced by various factors. These factors depend on different theories; moreover, past researchers worked on a different aspect of a particular phenomenon like the consumer behaviour. In addition, the organizational behaviour are considered as to be influenced by the classical approach which was helpful for identifying and resolving the initial or the minor problems that were pertaining to the organization like Marks & Spencer plc which is the leading retailer of clothes in the United kingdom.

This study will focus on work which will help in identifying the factors influencing the behaviour of consumers as resolution of problems to the satisfaction of needs. It also provides the knowledge of the process of problem solving, the influences that determine the behaviours and levels of existing responses to the degree of participation in the purchase.

Discussion

Marks & Spencer and Behaviour of the Consumers

The study of consumer behaviour and knowledge of their needs is a basic question and an initial starting point to implement effectively the activities of marketing by the Marks & Spencer. It is known as a consumer to that person who consumes a good or uses a product or service to satisfy a need.

The consumer behaviour is part of people's behaviour and decisions when it involves buying goods or using services to meet their needs. The consumer considered from the marketing as the “king” because in a way that companies like Marks & Spencer have to meet their needs in a process of constant adaptation, whereby experts intuit these needs and implement strategies that come to meet them (George and Michael, 2009, 12-39). So, there are a number of issues that marketing managers of Marks & Spencer should consider when studying the consumer;

- What to buy?; it involves analyzing the type of product that the consumer selects from among all the products you want.

- Who is buying?; it determines who is the subject that certainly makes the decision to purchase the product if the consumer good, or who influenced him.

- Why buy?; it analyzes what are the reasons why a product is purchased based on the benefits or satisfaction of consumer needs that occur through acquisition.

- How do you purchase?; it is related to the purchase process, if the purchase decision made in a rational or emotional.

- When did you buy?; it is important to know the time of purchase and frequency of purchase in relation to their needs, which are changing over their lives.

- Where do you buy?; the places where the consumer purchases influenced by the channels of distribution, also by other aspects of the service, treatment, image of the point of sale, etc.

- How purchase?; the amount physics that take the product, or to meet their wishes or their needs. This indicates if the purchase is repetitive or not.

- How do you use?; with regard to the ...