Camera observations of customer behaviour in fashion retailing--methodological propositions.pdf

Introduction
Camera observations of The ability to categorise clothing consumers in
customer behaviour in terms of purchasing behaviour is intuitively
attractive for retailers, and it is, therefore, not
fashion retailing: surprising that techniques for differentiating
methodological customer groups have proven popular in the
search petitive advantage (Lewis and
propositions Hawksley, 1990). However, while many
retailers appreciate the importance of know-
Christopher A. Dodd ledge of consumer motivations, much of this
Ian Clarke and insight is superficial, based either on anecdotal
management observation or on relationships
Malcolm H. Kirkup with economic and demographic indicators of
purchasing behaviour (. Larson, 1991;
Summers et al., 1992). Largely as a result of
this methodological approach, there has been
a tendency to disregard the social and psycho-
The authors
Christopher A. Dodd is Lecturer munication in the logical significance of fashion clothing as a
Department of Consumer Studies, Glasgow Caledonian means of forming group identity and differen-
University, Glasgow, UK. tiation (see Dodd et al., in press).
Ian Clarke is Chair in Retail Marketing in the Department The influence of other people on individual
of Consumer Studies, Glasgow Caledonian University, behaviour has been revealed within a number
Glasgow, UK. of important fields, s