Psychological Factors: The Consumer Behaviour In Buying Brassiere

Essay by sharonulysses October 2008

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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...