The key factors that influence the customer profiles
Behavioral influences are those that in the main are habitual and accommodate the personality traits of the customer. The motivating factor for making a purchase can be varied. A consumer may not be too influenced by the on trend level of the product but will possibly prefer to have an offering that will be durable, practical and functional. If these expectations are not met they will no doubt reject the product whereas at the other end of the scale these factors may be of lesser importance.
The potential customer could be more influenced by that which is socially acceptable and reflected in the media such as magazines, television and exhibited by role models like sports stars, actors and professional people who will play an important part of the selection process. The perception of fashion could differ considerably and therefore the fashion retailer will have to rely more and more heavily on practices that will assist in analysing their particular customer’s profiles or that which characterises them more accurately.
Other behaviour traits possibly are where purchases are infrequent and will exist based on a need that a shopping experience will be more of a special assignment to acquire appropriate clothing for special occasions such as returning to work, weddings, holidays or sports events.
Buying habits may include the infrequent visit to stores in order to replace the entire wardrobe on a seasonal basis in order to remain relevant and replace those clothes that have reached their performance expiry date.
The satisfaction of psychological needs such as status and image is a strong motivator in the selection of the styles that will help to achieve this objective. Included will be the perceived expectation that needs to be met by the social circle in which the purchaser moves or reflects a level of wealth that is enjoyed.
There might be the natural drive to exploit the best bargains available and some shoppers may even develop a hobby out of pursuing the greatest values available at a maze of factory and value outlets.
Trawling the glitzy malls and frequenting coffee shops and eateries can be the past time that successfully satisfies the social interaction compulsion.
The more down to earth factors that influence the shopping patterns can be the geographical location where the customer resides. As an example is that a definite difference is detected in style preference between the urbanized to those who live in remoter places where the differing demographics have a probable direct relationship to the social economic environment particularly in terms of gender, occupation, age emphasis, household income and life stage.