Understanding the hierarchy of goals of the consumer is one of the issues that has guided the efforts of researchers in recent years. The objective of this study is to identify a hierarchy of goals that guides the decision of men and women to visit shopping malls. A study was conducted over a qualitative and a quantitative stage, using the Association Pattern Technique and log-linear model. In the qualitative research, 14 consumers who reside in Curitiba-PR were interviewed resulting in 42 narratives and 90 reports of visits to the mall. In the quantitative stage, with electronic data collection, we obtained a sample of 703 valid questionnaires from consumers of 66 Brazilian cities. We found that men and women go to shopping malls with different motivations and therefore have different goal structures. Men have a more utilitarian motivation, and visit malls with specific goals for the accomplishment of some task. Women, on the other hand, go to malls with more hedonic motivations. They value the comfort and pleasure that malls provide
Silvana Hastreiter and
Renato Marchetti
Additional contact information Silvana Hastreiter: Pontifical Catholic University of Paran??
Renato Marchetti: Pontifical Catholic University of Paran??
, 2016, vol. 13, issue 1, pages 92-114
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Date: 2016
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单项选择题Shopping for clothes is not the same experience for a man as it is for a woman. A man goes shopping because he needs something. His purpose is settled and decided in advance. He knows what he wants, and his objective is t the price is a secondary consideration. All men simply walk into a shop and ask the assistant for what they want. If the shop has it in stock, the salesman promptly produces it, and the business of trying it on proceeds at once. All being well, the deal can be and often is completed in less than five minutes, with hardly any chat and to everyone’s satisfaction.
For a man, slight problems may begin when the shop does not have what he wants, or does not have exactly what he wants. In that case the salesman, as the name implies, tries to sell the customer something else―he offers the nearest he can to the article required. No good salesman brings out such
he does so with skill and polish. ’.’I know this jacket is not the style you want, sir, but would you like to try it for size It happens to be the color you mentioned. " Few men have patience with this treatment, and the usual response is: "This is the right color and may be the right size, but I should be wasting my time and yours by trying it on. "
Now how does a woman go about buying clothes In almost every respect she does so in the opposite way. Her shopping is not often based on need. She has never fully made up her mind what she wants, and she is only "having a look around". She is alway indeed she sets great store by what the saleswoman tells her, even by what companions tell her. She will try on any number of things. Uppermost in her mind is the thought of finding something that everyone thinks suits her. Contrary to a lot of jokes, most women have an excellent sense of value when they buy clothes. They are always on the look-out for the unexpected bargain. Faced with a roomful of dresses, a woman may easily spend an hour going from one rail to another, to and fro, often retracing her steps, before selecting the dresses she wants to try on. It is a laborious process, but apparently an enjoyable one. So most dress shops provide chairs for the waiting husbands.What is the most obvious difference between men and women shoppers
A．The fact that men do not try clothes on in a shop.
B．Women bargain for their clothes, but men do not.
C．Women stand up while shopping, but men sit down.
D．The time they take over buying clothes.
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