Recreational, Hedonistic Shopping Consciousness

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Primary Data Collection

Primary data is data originated by researchers with a specific purpose of addressing a problem which may be quantitative or qualitative in nature (Malhotra & Birks, 2007; Saunders, Lewis & Thornhill, 2012). The primary data of this thesis was collected through four focus groups containing five individuals. Group interviews, such as focus group, is a form of nonstandardized data collection. This selection of interview links to the purpose of the research and guides the research strategy of this thesis. Nonstandardized interviews has an ability to both reveal and understand what, how and why questions. In addition, nonstandardized interviews provided advantages with its significance of establishing personal contract and the length of time required. In contrast, the other form of interviews, standardized interviews, are likely to be the subject of quantitative analyses, which was deemed unsuitable for this thesis (Saunders et al., 2012).

National Culture Influences

National culture has a significant impact on the values and attitudes of individuals (Hofstede, 1984), thus, culture influences consumer decision-making styles (Leo, Bennett & Härtel, 2005). As the participants did not engage in systematic and careful searches for products of the best quality the factor Perfectionism and High-Quality Consciousness was a generally discussed theme. High-quality conscious decision-making indicates the perception of a hierarchy of different quality levels (Leo et al., 2005). Hofstede’s (2001) cultural dimension, power distance, concerns the levels of inequality in wealth, prestige and power present in a society. Thus, cultures with high power distance are more likely to engage in high-quality conscious decisionmaking behavior as it relates to equality versus hierarchy (Leo et al., 2005). Sweden scores low on power distance, which may explain why the participants generally discussed the theme Perfectionism and High-Quality Consciousness.

Gender Influences

In addition, Sweden has recently experienced a feminization of masculinity, inviting men to take part in consumption of fashion wear, which is an area that previously was predominantly reserved for female consumers (Otnes & Zayer, 2012). This new hegemonic masculinity, together with influences from Swedish social and mass media, have created a large societal acceptance for metrosexual men, who pay greater attention to personal appearance (Otnes & Zayer, 2012). In specific, this acceptance is shown to be widespread among Generation Y and might explain the participants’ awareness and interest in fit of fashion wear.

National Culture Influences

The empirical findings regarding Brand Consciousness may be related to the Law of Jante. The Law of Jante is an unwritten social law and sociological norm which negatively proclaims individual efforts and condescends individual success. This mentality is strongly present in Sweden and the Nordic countries and aims to preserve social stability, uniformity and harmony by placing emphasis on the collective (Kristoffersson & Ottosson, 2013). The Law of Jante may connect to the term “Swedishness” mentioned by the participants, when discussing fear of being judged and not fitting in. As proclaimed by the Law of Jante, engaging in boasting and seeking acceptance is regarded as socially unacceptable (Kristoffersson & Ottosson, 2013). In addition, the Law of Jante may explain why the participants’ stated to adapt their fashion wear to their friends as the participants claimed to be afraid of deviating from their comfort zone.

Social Influences

The empirical findings suggest that rather than letting brands be the foundation in self-identity construction, the participants use fashion wear as signifiers for their personal and social identity. Brands may be avoided due to the participants’ fear of the brands not being accepted by social and peer groups. Thereby, the empirical findings may be impacted by the participants due to social norms present among students at Jönköping International Business School. It can be interpreted as the participants use fashion wear as means to fit in and to avoid confrontation by wearing socially acceptable and neutral clothes. Social identity theorists describe this as a process of possessing individual differentiation while demonstrating group identification.

Retail Environment Influences

In addition, Castillo Velasquez and Hedengran (2013) confirms the relationship between brandloyalty and prior positive consumer experiences, as rational decision-making is not needed when making a purchase based on previous experiences. These positive experiences are claimed to create emotions of satisfaction which influences consumers’ post purchase evaluations and attitudes toward brands (Nam, Ekinci & Whyatt, 2011). Satisfied consumers are argued to be less price sensitive, less influential of competitors and develop deeper behavioral and attitudinal loyalty towards brands (Dimitriades, 2006).

Table of Contents :

• 1 Introduction
  • 1.1 Research Problem
  • 1.2 Purpose
  • 1.3 Research Question
  • 1.4 Perspective and Delimitation
  • 1.5 Definitions
  • 1.6 Structure of Thesis
• 2 Theoretical Framework
  • 2.1 Introduction
  • 2.2 Consumer Decision-Making Styles
  • 2.3 Environment and Decision-Making
  • 2.4 Gender and Decision-Making
  • 2.5 Concluding Thoughts
• 3 Method
  • 3.1 Research Perspective and Approach
  • 3.2 Research Strategy and Design
  • 3.3 Data Collection
    • 3.3.1 Literature Search
    • 3.3.2 Primary Data Collection
    • 3.3.3 Sampling Method
    • 3.3.4 Focus Groups
• 4 Empirical Findings and Analysis
  • 4.1 Consumer Style Inventory
    • 4.1.1 Perfectionism and High-Quality Consciousness
      • 4.1.1.2 Analysis
    • 4.1.2 Brand Consciousness
    • 4.1.3 Novelty-Fashion Consciousness
    • 4.1.4 Recreational, Hedonistic Shopping Consciousness
    • 4.1.5 Price and “Value for Money” Shopping Consciousness
    • 4.1.6 Impulsiveness
    • 4.1.7 Confusion from Overchoice
    • 4.1.8 Habitual, Brand-Loyal Orientation toward Consumption
  • 4.2 New Identified Themes
    • 4.2.1 Time-Energy Conserving
    • 4.2.2 Store-Loyal
    • 4.2.3 Self-Identity Consciousness
• 5 Conclusion and Discussion
  • 5.1 Conclusion
  • 5.2 Discussion
    • 5.2.1 Contributions
    • 5.2.2 Limitations and Suggestions for Future Research
• References

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Examining the Applicability of the Consumer Style Inventory in a Swedish Context