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| Author: | Birtwistle, G. Tsim, C. |
| Title: | Consumer purchasing behaviour: an investigation of the UK mature women's clothing market |
| Journal: | Journal of Consumer Behaviour
2005 : DEC, VOL. 4:6, p. 453-464 |
| Index terms: | consumer behaviour fashions industry |
| Freeterms: | mature market cognitive age self-image |
| Language: | eng |
| Abstract: | This article takes a look at the shopping behaviour of the mature consumers. The objective is to examine two things: how female consumers (> 45) buy fashion clothing and their shopping preferences. The results show that retailers focus on the fashionable young consumer and have a lack of understanding of the mature consumers. This is important because mature consumers will become more and more significant to the fashion industry for the next decade. |
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