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Consumer Behavior Towards Clothing Brands

Research · November 2015

DOI: 10.13140/RG.2.1.4827.7847

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 Universidade Nova de Lisboa
Marketing Strategy and Consumer Behavior
Individual Paper due on Wednesday, 25th of November 2015

RESEARCH

Consumer Behavior
Towards Clothing Brands

Lisboa, 2015
Rita Maria Lopes Fontelo Carranca de Oliveira
 Summary
1. Research Summary
2. Evoked and Consideration Sets Analysis
3. Ad Memory Test Conclusions
3.1. Relevant gender differences
3.2. Relevant associations for product’s
promotional strategy
4. Attitudes Analysis
5. Type of Consumer Decision Analysis
6. Buying Decision Process Analysis
7. My Takeaway
8. References
Annex 1 – Chosen brands and representative
ads
Annex 2 – Evoked and consideration sets
Annex 3 – Ad Memory Test results

1. Research Summary
This research aims to analyze, assess and categorize the behaviors of a group of people towards
clothing brands concerning their evoked and consideration sets, their reactions and associations towards
brands’ ads and how could it be employed for promotional strategies, their attitudes and their decision-
making processes. The group consists in 10 people, 5 female and five male, with ages between 19 and 28
years old. The brands selected for behaviors analysis were H&M, Benetton, Calvin Klein, Timberland,
Salsa and Gant.

2. Evoked and Consideration Sets Analysis

The biggest and first conclusion to retain from the analysis is the one visible when comparing the
evoked set to the consideration set: when meeting the first buying criteria of this group the main
constraint is clearly the cost. Even if the evoked sets contain brands of above average cost, the
consideration set contains mostly the average cost brands of our country. This shall not be considered odd
once the research group meets ages from 19 to 28 and only 6 in 10 are currently working fulltime. Also to
mention:
 Only 1 in 5 women mentioned less than 10 brands for their evoked set while only 2 in 5 men
mentioned more than 10 brands
 Zara is the most common brand to be present in both sets for women: 5 in 5.
 Springfield is the most common brand to be present in both sets for men: 4 in 5.
 Only 1 in 10 people mentioned as many brands in the consideration set as in the evoked set.
 The 6 in 10 people which work a fulltime job are the ones to mention more expensive brands in the
evoked set, but only 4 of them include these brands in their consideration set.
 5 in 5 people who mention Primark in their evoked set did not mention it in their consideration set: as
so we meet visible buying criteria of quality – even though the major constraint of the group is the
cost.

3. Ad Memory Test Conclusions

3.1. Relevant gender differences
For H&M man showed mainly reactions of boredom or indifference and women of admiration. Man
associated the ad campaign mostly to feeling of sadness and women made more associations relating to
the model Lana Del Rey herself, to vintage and glamour style and also to other celebrities or other
campaigns. For Calvin Klein men showed a lower level of recall. Women also mentioned reactions of
envy which man did not. For Timberland men showed reactions of motivational feelings while women
showed more of admiration. For Salsa men showed a lower level of recall.

3.2. Relevant associations for product’s promotional strategy

For H&M and Calvin Klein the association other celebrities having done the same campaign means
that a sequence has been created in costumer’s minds – they now have an expectation of who is coming
next. This could be a trigger-opinion for continuing to surprise costumers by working with celebrities for
campaigns. For Benetton the consensus in reactions of amusement and chock and associations with
freedom, social causes and even Charlie Hebdo means that the brand has acquired a status of boldness
and awareness that draws the attention of costumers. For Timberland is presented another consensus of
associations with ecology, nature, physical activity and sports which suggests that a good promotional
strategy could be to associate the brand with a cause, by sponsoring they could reinforce their reputation
as a nature-friendly brand which is of high trend nowadays. For Salsa the majority of the group revealed
instant feelings of integration and empathy and associations with acceptance of body differences and the
embracement of such. In this case, making surveys of satisfaction after sales could be a benefit once
consumers would feel the brand’s caring for their opinion towards the product and also could retrieve
relevant information for improving. For Gant were shown feelings of admiration and associations with
the masculine gender, greatness and class. As so, an association with widely known powerful men could
be of interest, but also with powerful women so to promote also the women line that the brand has so that
this idea of status and greatness could also be felt by women about themselves when thinking of the
brand.

4. Attitudes Analysis
Attitude Towards Assessment
Not wanting to wear the brand because they believe it is more
widely known as for a specific gender (“it’s girly”)
H&M, Salsa, Benetton Ego-defensive
Gant, Salsa, Timberland,
The brand is for consumers who have major purchasing power
Calvin Klein
Knowledge function
The brand fits their style and lifestyle (comfortable but classy and Timberland, Calvin
resistant clothes)(daring but casual clothes) Klein
Value-expressive
The brand sells clothes that are appropriate for working (classic
dress code)
Gant Knowledge function
The brand is for the ones who can’t find their pair of jeans,
because they will find it there
Salsa Knowledge function
When you don’t know what you want, you will want something
from there
H&M Knowledge function
The brand’s clothing makes any man feel classy (mentioned
having proof because of themselves)
Gant Ego-defensive
The brand lacks any other thing but a specific one (majority of
products are denim)
Salsa Knowledge function

5. Type of Consumer Decision Analysis

For all the brands there is a majority of Limited Problem Solving behavior. Although for H&M there
is two registered Routinized Responses concerning the buying of hair clips and the buying of nail
 polish and foundation. Furthermore, for Gant there is a EPS behavior mentioned: buying a suit to last
some years and be absolutely versatile. Not surprisingly, it is the cheapest brand that meets R.R. and
the most expensive meets E.P.S.

6. Buying Decision Process Analysis

Stages of Consumer Decision Making
Research
Group Problem Information Purchase Post Purchase
ID Recognition Evaluation of Alternatives Decision
Search Behavior
It was not exactly
Zara is on promotion; Bought the previous in Mango and lasted 3
Female Needs a casual what was wanted
Saw a good option in years; Zara has good PQR and the budget is Zara
1 raincoat but it served the
Mango; short.
purpose. WBA.
Bought Geox the
Female Needs boots Geox shoes let the skin breathe, keep water Happy, because of
previous 3 times. Geox
2 for the winter out, is comfortable and made of leather. the features. WBA
NOIS.
Female Always buys Women’s Women’s Secret has pretty socks, various Women’ Happy, because of
Needs socks
3 Secret. NOIS. formats, high cotton percentage. Is cheap. s Secret the features. WBA
Primark has 2 for 1; Primark has low quality but is cheap (last Not good quality,
Female Needs black
Usually buys P&B; time lasted 2 months), P&B gas good PQR, Primark NBA. Next time
4 leggings
Friend buys Zara. Zara has good quality but is expensive. will buy P&B.
Usually buys Zara or Both brands reliable and the best PQR. Happy because
Female
Needs an ascot Parfois; H&M had H&M has lower quality but also lower Parfois bought quality
5 wanted color. price. item. WBA.
Needs Springfield has blue and grey; P&B has Happy because it
Springfield and P&B
Male 1 versatile
both have the items.
patterns and black. The price is about the P&B was cheap and met
gloves same. the purpose. WBA
Needs pretty Deeply pants are comfortable, but the Happy because of
Usually buys Deeply;
Male 2 comfortable
Had a Nike pair.
design is boring; Nike is way more Nike the feeling. NBA
pants expensive but will last and design is cool. because of price.
Needs comfy Used to buy DIM’s; Deeply ones are not as comfortable as Happy because of
Male 3 DIM’S
underwear Usually buys Deeply. DIM’s. DIM’s is more expensive. comfort. WBA.
Happy because it
Giovanni Galli has good PQR; Massimo
Needs formal Knows Giovanni Galli, has good quality
Male 4 clothes Massimo Dutti and Gant.
Dutti is too classic and Gant is the most Gant
and will last.
expensive but has the better quality.
Although NBA.
Both options are known for quality and Happy because of
Needs winter Usually opts for renown Billa-
Male 5 coat brands: Billabong, Wesc
appealing items; Billabong has the most
bong
the quality and
appealing one because of pattern. feeling. WBA.
NOIS No other information searched; PQR Price-quality relation; WBA Will buy the same brand next time; NBA Will not buy the same brand next time

The Decision Rules were the following: for F1, F4, M1, M2, M3 and M4, compensatory; for F2 and F3,
noncompensatory conjunctive; for F5, noncompensatory lexicographic and for M5, noncompensatory
disjunctive.

7. My Takeaway
With the making of this research I realized the complexity of the apparently simple posture of
consumers towards a brand or decision to acquire a product. It is definitely interesting how evoked and
consideration sets can be so different, for example. The main takeaway is, although, the understanding of
how much can determine for sales the position and posture of a brand towards the market or even a larger
environment as a country or the world. The way consumers assume brands will behave concerning quality
or culture can pretty much predict their expectancy, satisfying and buying behaviors. Furthermore, it
became clear that this intensive analysis is highly beneficial either for customer relationship management
or for insights analysis towards brand improvement.
8. References

Books
 KOTLER, P., & KELLER, K. (2012). Marketing Management (14th ed.). New Jersey: Prentice
Hall.
 SOLOMON, M., BAMOSSY, G., ASKEGAARD, S., & HOGG, M. (2006). Consumer
Behaviour: A European Perspective (3rd ed.). New Jersey: Prentice Hall Europe.

Websites
 Dean, G. (2010). Understanding Consumer Attitudes. Marketography. Retrieved 22 November
2015, from http://marketography.com/2010/10/17/understanding-consumer-attitudes/
 Perreau, F. (2013). The 5 stages of Consumer Buying Decision Process. Theconsumerfactor.com.
Retrieved 24 November 2015, from http://theconsumerfactor.com/en/5-stages-consumer-buying-
decision-process/
 Pt.slideshare.net. (2015). Problem Solving Presentation Ppt. Retrieved 24 November 2015, from
http://pt.slideshare.net/cutehalle/problem-solving-presentation-ppt
 Studymarketing.org. (2015). Best Website on Marketing Strategy, Marketing Plan, and Marketing
Management. Retrieved 21 November 2015, from
http://www.studymarketing.org/articles/Consumer_Psychology/Understanding_Consumer_Attitud
e.html
ANNEX 1 – Brands and chosen representative ads

Campaign
Brand Year
Poster Commercial
https://www.youtube.
com/watch?v=MqdIx 2012
GYtPqs
H&M

https://www.youtube.
com/watch?v=qImJF 2011
g5dgTE
Benetton

https://www.youtube.
com/watch?v=ILWZ 1992
34cFwNA
Calvin Klein
 https://www.youtube.
com/watch?v=0QyLt 2010
DlgxRc
Timberland

https://www.youtube.
com/watch?v=NlCey 2014
1ZoZzA
Salsa

https://www.youtube.
com/watch?v=tn35T 2015
Ch9P2s
Gant
ANNEX 2 – Evoked and consideration sets
Research
Evoked Set
Group
Female 1 Springfield, Zara, Pull&Bear, Lanidor, H&M,
Mango, Tricirculo, Mon Père, Cortefiel, Primark,
Tiffosi, Desigual
Female 2 River Woods, Sacoor, Ralph Lauren, Michael
Kors, Salsa, Zara, Lanidor, Tiffosi, Cortefiel,
Mango, Decenio
Female 3 Pepe Jeans, Miss Sixty, Salsa, Levi’s, Roxy,
Zara, Springfield, Stradivarius, Bershka,
Primark, H&M
Female 4 Zara, Springfield, Stradivarius, Pull&Bear,
Blanco, Sfera, H&M, Mango, Primark
Female 5 Massimo Dutti, Lanidor, Benetton, Decenio,
Zara, Mike Davis, Tommy Hilfiger, Gant,
Timberland, Ralph Lauren, Sacoor, Mango
Male 1 Reebock, Springfield, Primark, Massimo Dutti,
C&A, Levi’s e Nike
Male 2 Giovanni Galli, Hugo Boss, Giorgio Armany,
Cortefiel, Sacoor, Mr Blue, Nike, Adidas,
Reebock, Deeply
Male 3 Springfield, Timberland, Merrel, Reebock,
Billabong, Quebramar, Tommy Hilfiger, Sacoor,
Throttleman
Male 4 Diesel, Zara, Springfield, Cheyenne, Primark,
Levi’s, Lee, Tommy Hilfiger, GAP
Male 5 Wesc, Volcom, Converse, Ripcurl, Lightning
Bolt, Reebock, Levi’s, Springfield, Hugo Boss,
Throttleman, Billabong
Consideration Set
Zara, Springfield, Pull&Bear, H&M, Mango,
Tricirculo, Mon Père
Zara, Mango, Tiffosi, Salsa
Pepe Jeans, Miss Sixty, Salsa, Roxy, H&M,
Zara
Zara, Springfield, Stradivarius, Pull&Bear,
Blanco, Sfera, H&M, Mango
Massimo Dutti, Lanidor, Benetton, Decenio,
Zara, Gant, Timberland, Sacoor, Mango
Springfield, C&A
Giovanni Galli, Cortefiel, Nike, Adidas,
Reebock, Deeply
Billabong, Reebock, Timberland, Merrel,
Throttleman, Springfield
Diesel, Zara, Springfield, Cheyenne, Levi’s
Wesc, Volcom, Converse, Ripcurl, Lightning
Bolt, Reebock, Levi’s, Springfield, Billabong,
Throttleman
ANNEX 3 – Ad Memory Test results

Level of Emotional
Brand Recall Associations
Reactions
Female 1 Very High  Nostalgia  Lana Del Rey album
 Admiration  Lana Del Rey’s style
 Empathy  Navy
 Love
 Sadness
 Glamour
 Vintage style
Female 2 Very Low  Surprise  Lana Del Rey’s song
 Admiration  Lana Del Rey’s style
 Depression
 Cinema
Female 3 High  Admiration  Beyoncé doing another H&M campaign
 Kate Moss doing Mango’s campaign
 Lana Del Rey’s career being in growth
Female 4 Medium  Admiration  Cinema
 Empathy  Celebrities
 Vintage style
 Hipster style
 Love story
H&M

 Other celebrities doing the same campaign

Female 5 Medium  Indifference  People that lived on cruises
 Glamour of an old decade
 Broken heart
 Sadness
Male 1 Very low  Boredom  Depression
 Indifference  30s decade
Male 2 Very low  Indifference  Sadness
 Sensuality
 Fashion
 Love
Male 3 Very low  Indifference  Depression
 “How bad days feel like”
 “How girls always seem to want whatever they
don’t have”
 Girls in general
Male 4 High  Interest  Alternative current of celebrities
 Curiosity  Lana Del Rey’s typical electric sadness
 Beyoncé as Miss Carter campaign
Male 5 Very low  Indifference  Glamour
 Old decade
 Vintage
Female 1 High  Chock  Freedom of speech
Benetton

 Amusement  Equality
 Empathy  Humor saves the world from tragedy’s impact
 Personal negative experiences in society
Female 2 Low  Amusement  Freedom of the press
 Politics
 Campaigns supporting tolerance and acceptance
 Female 3 Very High  Amusement  Humor without barriers
 Desire of a world with peace
Female 4 Very High  Amusement  How violence is never the way
 Empathy  How stopping hate and violence is a mission of
everyone
 UNICEF campaigns
 Politicians
 How hate and intolerance destroy the world
Female 5 High  Chock  Charlie Hebdo
 Amusement  Dealing with problems with humor
 Ending violence
 Global and individual differences
Male 1 Medium  Chock  Acceptance
 Tolerance
 Breaking of barriers
Male 2 Low  Amusement  Freedom of speech
 Freedom of existence
 Human rights
 Global union
 Violence is the way of hate to come true
Male 3 High  Amusement  Politicians are regular people
 The advantages of breaking barriers when it
comes communicating serious and real issues
 The courage of advertisers
Male 4 Medium  Chock  Boldness of some campaigns
 Amusement  Politics
 Personal experience of seeing many people
fighting for nothing in clubs or bars
Male 5 High  Amusement  Racial issues
 Gender issues
 Religious issues
 Freedom of the press nowadays
 Global and individual differences
Female 1 Medium  Envy  Kate Moss doing other campaigns (Dior)
 Admiration  Weight issues of the models
 Eating disorders
Female 2 Medium  Admiration  Perfect couples
 Attraction  Confidence
 Boldness
Female 3 High  Envy  All the hot guys are either taken or unreachable
 Attraction  Luck that celebrities have to always be chosen to
Calvin Klein

participate in the most awesome campaigns

 Boldness
Female 4 Low  Admiration  Kate Moss doing other campaigns (CK perfume)
 Attraction  90s decade
Female 5 Low  Admiration  How young models usually are
 Photoshop alterations
 Confidence
 Sensuality
Male 1 Low  Attraction  Sexual freedom
 Desire  Career of the female model
Male 2 Low  Attraction  Kate Moss sexy teeth
Male 3 Low  Attraction  Other celebrities doing the same campaign over
 Surprise the years (C. Ronaldo & D. Beckham)
Male 4 Very High  Attraction  Sensuality
  Desire  Confidence
 Empathy  90s decade
 Freedom in advertisement
Male 5 Medium  Envy  Physical activity
 Eating sacrifices
 Confidence
Female 1 High  Empathy  Ecological missions
 Nature
 Informed and active men
Female 2 High  Pride  Ecology
 Attraction  Recycling
 Admiration  Athletes
 Brother who practices athletics
Female 3 Low  Pride  Ecology
 Nature
Female 4 Medium  Admiration  Ecology
 Physical activity
 Individual efforts for ecology
Female 5 Very High  Empathy  Making sacrifices means no pain if you’re
 Admiration fighting for what you believe in
 Little actions can save the world
 Ecology
 Recycling
 Personal lifestyle
Timberland

Male 1 Low  Motivation  Ecology

 Physical activity
 Danger
 Extreme Sports
Male 2 Very High  Motivation  Physical efforts
 Nature’s protection
 Social conscience
Male 3 High  Empathy  Personal life choices concerning ecology and
 Motivation nature
 Personal physical activities
 Nature
 Ecology
Male 4 Medium  Admiration  There is a style for every occasion
 Sports
 Campaigns, articles and speeches concerning
nature and ecology
 Nature
 Vegetarians
Male 5 Medium  Admiration  Physical activity
 Empathy  Outdoors sports
 Motivation  Athletic men
 Ecology
 Nature
 Berg Brand
Female 1 High  Motivation  Art
 Empathy  Handmade clothes
 
Salsa

Curiosity Body differences

Female 2 High  Empathy  Dedicated tailors
 Dedicated team
 Embracement of body differences
Female 3 Medium  Integration  Short films
  Empathy  Dedicated workers
 Curiosity  Campaigns for body acceptance
Female 4 Low  Integration  Nivea campaigns for body acceptance
 Fighting weight issues
 Supporting body and style differences
Female 5 Medium  Empathy  Acceptance of body differences
 Individual acceptance
 Personal past issues of not liking her body
Male 1 Medium  Motivation  Levi’s Brand
 Integration  Versatility of brands
Male 2 Medium  Empathy  People are different in every away
Male 3 Low  Curiosity  How it is hard to find the perfect jeans
 How jeans are the best thing to wear in any
occasion
Male 4 High  Empathy  Smart marketing moves
 Motivation  Good development of brand
 Integration  Appearance of the first push up jeans by Salsa
Male 5 Low  Empathy  Body and style differences and its acceptance by
brands and society
Female 1 Very high  Admiration  Greatness
 Nostalgia  People that are remembered
 Great politicians
 Status
Female 2 Very high  Admiration  Stories of famous men
 Business men
 Presidents
Female 3 Very high  Admiration  Personal association with family member that
wear the brand
 Class
 High status
 Money
Female 4 High  Admiration  Important people
 Attraction  Class
Female 5 Very High  Admiration  Famous people
 Attraction  Classic dressing
 Elite
Gant

 Manipulation of mass thinking concerning

gaining status through clothes
 Great people always dress well
Male 1 Very High  Pride  Great man that lived
 Class
Male 2 Very High  Admiration  Class
 Empathy  Great deeds
 Motivation  History
Male 3 Very High  Admiration  Power of advertising
 Class
 Cinema
 Men’s desirability depends a lot on their style
Male 4 Very High  Pride  Rich people
 Admiration  The importance of your image for society
 Dressing classic is widely accepting as a sign of
education and status
 Men who don’t dress in suits are rarely seen as
respectable as the ones who do
Male 5 Very High  Admiration  Tommy Hilfiger Brand
  Class

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