Business Context
Clothing Market in the UK: Do consumers make choices primarily on the price of goods or do they take into consideration a non-price factors?
Amy Daniels, Justas Kasparaitis, Lukeman Miah, Yamini Snigh and Aleksandra Zwierzewicz TUTOR: Dr. Rukhsana Kansar Date: 31.10.2014 Word Count: 2263 08
Fall

TABLE OF CONTENTS:

1. EXECUTIVE SUMMARY 2. INTRODUCTION 3. MAIN BODY:

3.1 . MARKET CHARACTERISTICS

4.1.1. Economic framework 4.1.2. Legal framework

3.2 . CONSUMER BEHAVIOUR

3.2.1. Consumer confidence
3.2.2 Service convenience
3.2.3. Legal remedies 4. CONCLUSION 5. REFERENCES

1. EXECUTIVE SUMMARY

This report aimed to investigate whether consumers make choices primarily on the price of goods or whether they take into account a non-price consideration. Report consists of two main parts- market characteristics and consumer behaviour; it shows that non-price factors play a crucial role in consumer behaviour. Changes in economic, legal and political structures have caused an emergence of e-commerce and the decline in High Street sales. Furthermore, the current analyses show that soon e-commerce will take over ‘bricks and mortar’ sellers.

2. INTRODUCTION

As today’s society is more materialistic comparing to all the previous ones, it is becoming essential for the consumers to find the easiest and the cheapest way to purchase goods. The aim of this report is to compare two markets in clothing section and what their customers are more likely to use: the High Street retailers and the online sellers competing with each other in both price and