1. 1
RESEARCH PROJECT ON GENERATION X
MALES SHOPPING BEHAVIOURS IN ORDER TO
PROVIDE A CREATIVE DESIGN STRATEGY FOR
BEN SHERMAN.
UNIT: RESEARCH METHODS: CONSUMER
BEHAVIOUR AND PYSCHOLOGY
COURSE: FASHION VISUAL MERCHANDISING
AND BRANDING
YEAR 2
TUTOR: HELEN BENEY AND KATE NIGHTINGALE
ANTONIA FELIXSON - FEL12368751
LEONIE JACKSON - JAC13406463
WORD COUNT: 2,340
3. 3
This report will initially scope the available secondary data and
analysis for Generation X males, concentration on key
behavioural and psychological models to support the approach
and analysis, it will clearly link published and secondary sources
to the research proposal. A small primary consumer research
study using ethnographic research will be conducted to
provide greater insight into shoppers behaviours and their in
store experiences. The understanding and evaluation of the
researched and observed behaviours will be applied in a visual
brand experience audit ultimately leading to key design
recommendations that will enhance the customer’s in store
experience and enhance sales conversion.
4. 4
Ben Sherman is an international clothing company with a strong British heritage,
established in 1963. It is known for selling shirts, sweaters, suits, outerwear, shoes and
accessories predominantly for men. Ben Sherman designs sometimes feature the Royal
Air Force roundel, which is often called the mod target. In its beginnings in the 1960s,
the company made its mark with fashionable short sleeved, button-down collared shirts.
Nowadays Ben Sherman is known for its stylish yet classic apparel that is best known
for its consistency in shape and fit. Particularly attracting the average, everyday man
who likes to spend his money on good quality clothing. Ben Sherman pays extra
attention to producing products that are featured in several colours,allowing for their
customers to buy the same piece in several colours to make the shopping experience
quick and convenient, allowing for men to spend as short a time as possible in the store,
whilst creating such a direct service that the customer becomes loyal to the brand.
Encouraging the customer to return to the shop in a couple of months time for the same
item, in the same size, with the security of knowing it will be there.
THE BRAND
6. 6
A demographic segment of Ben Sherman’s target customer is
males who are aged between 35 and 50, who fall into the
category of generation x. Within Generation X there are several
sub sections that Ben Sherman cater for including: old married
couples with dependents; older married couples that no longer
have dependents living with them; Single males with no
dependents as well as divorced males with either dependents
living with them, dependents not living with them and no
dependents at all. (Verdict, 2016) 29% of Ben Sherman’s target
customer have bachelors and graduate degree (verdict, 2016)
suggesting they are an intelligent generation who solely relies
on product knowledge. The target customer fits into the upper
middle and middle middle class (10% of the UK population), and
within the established middle class 25% of the UK population
whilst the technical middle class is only 6% of the UK population
(Verdict, 2016) This suggests that the Ben Sherman customer
falls into an above average bracket of the UK population
suggesting that the customer can afford the quality that Ben
Sherman provides. The average income for the Ben Sherman
customer is between £40,000- £60,000 and £65 000+ per
annum (Verdict, 2016).
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The Ben Sherman customer relies on specific attributes when selecting this brand to shop in:
95% of males look for quality when purchasing good, whilst 94% go by fit. 94% by comfort; 94%
for durability compared to 93% for price; 91% Choice; 86% for new products; 42% to follow
fashion trends and only a mere 40% who shop due to a celebrity endorsement. (verdict, 2016).
Ben Sherman customers shop for specific purchase occasions; convenience (82%) discount
promotion (80%) brand name (45%), (Verdict, 2016). It can be suggested from these statistics
that in accordance with Reynolds Hedonic Shopper Types, the gen x male consumers is a value
shopper - Shopping for sales and discounts and hunting for bargains. There is specific purchase
behaviour, which demonstrates why a purchase is made; 79% of purchase behaviour is replace-
ment driven. 77% prefer to try on before purchasing whilst 60% purchase products for a positive
shopping experience. The fact that over half of generation x, male shoppers (60%) shop for the
shopping experience, suggests that gen x males are not solely value shoppers but can also be
considered Adventure Shoppers - whereby they shop for stimulation, and have sensory
immersion. Reliant on staff knowledge and advice (45.5%) Taking into account Cialdini’s 6
Principles of Influence, this suggests that nearly half of men are persuaded by people in a
position of authority within this particular market, i.e. the assistant is more knowledgeable so
could be classed as the authoritative figure. (The Psychology of Persuasion, 2007)
In accordance with a recent TimeTrade survey, it can be suggested that a large proportion of
generation x consumers have the Need To Touch personality trait. This can be suggested as 92%
of participants agreed with the statement “I like to touch and feel products before I decide what to
buy. (Calin and Garau 2012).In addition to these purchasing behaviours it should be added that
female consumers carry out 14% of purchases for males. (Verdict, 2016) Usage: 80% prefer
having a wardrobe of classic items they can wear year after year (Verdict, 2016).
8. 8
The Ben Sherman customer falls into the category of Mr.
Exuberant and Mr. Accomplished. (Mintel, 2015) Using the
Young & Rubicam 4C Model the ideal customer characteristics
are: Resigned Older people generally, with constant and
unchanging values. Lean towards nostalgia, and respect
institutions and traditional roles. Brand choices reflect need for
safety, economy and familiarity. The second characteristic is the
Succeeder; strong goal orientation, self-confidence, work ethic,
organization, in positions of responsibility, support status quo,
stability. Brand choice based on reward. Prestige is a common
characteristic of the Ben Sherman customer who feels
deserving of the very best, but then they seek caring and
protective brands as a need to relax. As well as a need for
control, they don’t rely on others. A key characteristic are the
Mainstreamers; as implied the ‘mainstream’ of society. For the
domestic and everyday. Live as a ‘we’ in a collective form. They
are the largest group of people within the 4C’s. Brand choice for
established brands, family run brands and the offer of value for
money. Security is key in their lifestyle (Mintel, 2015).
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1 To understand the shopping habits of generation x males within a brick and mortar store.
Particularly within a Ben Sherman store, understanding how the consumer shops within the store
and interacts with the products and services available particularly in relation to the need to touch
characteristic, in reference to the findings from secondary
2 To understand whether generation x males prefer to make fashion purchases within a physical
shop or online.Considering the secondary research showed that a large percentage of generation
x males shop for convenience and as a need to replace old items.
3 To understand the shopping habits of generation x males in terms of everyday life - How often
do they visit brick and mortar stores, or do they casually browse the websites of their favourite
brands in the spare time as a leisurely
12. 12
In order to carry out research to understand and evaluate the key research objectives, two
different qualitative research methods will be undertaken and evaluated. Both methods
will be completed by the same participants. In this instance, there will be 4 participants at
different ages within the boundaries of the generation x demographic at different stages
of the life cycle. Firstly, a visual diary to be completed between the same dates by all the
participants - 17th - 24th February 2016. The participants have been asked to fill out a
clothing diary for a week, to answer questions regarding daily activity and outfit choices,
their shopping frequencies and purchases and their daily online activity. Time limitations
mean the participants could only fill out the diary for one week, however ideally this would
be a 1 - 3 month activity in order to provide a broader overview of the participants
activities.
Secondly the participants will go on an accompanied shop to the Ben Sherman store in
Kingly Court, by Carnaby Street in London. This will be an unprompted activity, where
the participants will simply be observed whilst shopping in the store. The accompanied
shops will happen at different times on different dates due to the participants diaries,
which means certain circumstances, such how busy the store is, and certain sales and
promotions available in store cannot be kept constant and provide certain limitations to
the methods. The accompanied shop method will enable the participants true shopping
behaviours to be observed. It will show how the shopper interacts with Ben Sherman as
brand, and how they respond to the services and products within store. The observations
of all the participants will be analysed and compared in order to gather similarities and
differences surrounding generation x males shopping behaviours.
15. 15
From the primary research, it can be suggested that generation
x males prefer to shop via a brick and mortar store purely for
convenience and ease. They avoid buying online unless they
have been into store first to try the product on and decided what
they want to purchase. The research showed that gen x men
probably prefer to shop in store, when to avoid having to return
or exchange their items. Further research could potentially be
undertaken to explore whether generation x males prefer a click
and collect option, in which they would buy online then try and
collect / return in store and whether this would potentially in-
crease their spending habits online.
18. 18
The observations from the accompanied shops suggests that gen x males prefer a self-service shopping experience, where by
they require as little help from shop assistants as possible. They prefer to know the layout of the store, where all products of the
same category are placed together i.e. ranges displayed together or a store having a denim destination. The research suggested
that generation x males preferred not to have to ask for their sizes and for the products they required to be available for them to
choose in their browsing time.
22. 22
From the accompanied shop, It
can be suggested that
generation x males feel the
need to touch the physical
products when shopping
regardless of items being the
same but a different colour.
This implies that this
generation is more likely to
buy products once they have
touched it, implying that online
shopping is not the most
appropriate method for this
generation. To further prove
this theory, more research
could be done with a larger
group of participants. To
improve this in store, the
removal of the shirt bar could
potentially increase sales as
the customers would have an
opportunity to touch the shirts
instead of being assisted.
25. 25
The primary research from the accompanied shops suggested
that generation x males rely on a form of approval whether it
be from a sales assistant or a member of the family. It can be
assumed that males are more likely to buy products once it has
been approved and proven acceptable to purchase. Without this
consent it seemed that the shopper was less likely to purchase
the item. With the help of a sales associate in the fitting rooms,
we can assume that they is a higher chance of a purchase
compared to when a shopper is left to decide for themselves.
28. 28
The first design
recommendation is to
introduce an extra fitting room,
specifically designated to click
and collect customers. This is
in response to the ease and
convenience aspect of the key
findings. The click and collect
fitting room will be where the
customers can try on their
online purchase in store, and
easily return or exchange it,
if it’s not right. Ultimately this
could increase conversion as
the customer may then be
inclined to shop further for
other products, or pick up
similar products available in
store - such as the same shirt
in another colour. Offering the
click and collect service, may
also increase the average
online transaction value as
the customer know there is an
easy way to return their
purchase.
30. 30
Secondly, there will be an
introduction of digital mirrors in
each fitting room connected to a
iPad on a stand. The customer
will have the ability to scan the
barcode of the items they are
trying and as a result a page
about the product will be
displayed on the mirror. The
customer will then have the
opportunity to discover more
about the products, in terms of
material and care instructions,
styling options and a ‘you may
also be interested in…’ page.
Furthermore in a response to
the findings that generation x
males have a tendency to shop
socially and have a strong need
for approval, the mirror will also
display social media
information about the
products, such as number of
likes on Facebook and how
many shares it has had across
all social media
platforms as seen in the image.
32. 32
The third design recommendation is to introduce
a vending machine that will dispense shirts with
ease and convenience for customer. This will
enable the consumer to select the shirt of his
choice from the shirt rail that will be located next
to the vending machine. This shirt rail will contain
all shirts, in all colours, styles and sizes, aiding
the customer. This design will aid their strong
need to touch when shopping. Once the shirt has
been selected the customer can quickly and
easily scan the barcode of the shirt on the
vending machine, they will then have the option
to pay in cash or buy card and like an ordinary
vending machine the item will drop from its shelf
where the customer can pick up the item that is
pre-wrapped. This will also help specific
consumers that prefer to self-shop, without the
assistance of a sales associate. These items can
also be returned straight into store encouraging
more initial purchases for the customers ease.
33. 33
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Bakewell, C & Mitchell, V W (2004) Male consumer Decision Making Styles, The international Review of Retail, Distribution
and Consumer Research, 14:2, 223-240, DOI 10.1080/0959396042000178205
Barber, Nelson Purchasing Habits of Generation X and Y Differ Widely, UNH, 2011
Diamond, J. and Diamond, E. (2011) Contemporary Visual Merchandising and Environmental Design. Prentice Hall.
Graves, P. (2010) Consumer.Ology: The Market Research Myth, the Truth about Consumers and the Psychology of Shopping.
Nicolas Brealey Publishing, London (e-book).
Gurau, Calin (2012), “A life-stage analysis of consumer loyalty profile: comparing Generation X and Millenial consumer”,Jour-
nal of Marketing, Vol. 29 Iss 2 pp. 103-113
Rath, P. M. et al (2008) The Why of the Buy. New York: Fairchild. Solomon, M. R. and Rabolt, N. J. (2009) Consumer Behav-
ior in Fashion. New Jersey: Pearson; Prentice Hall.
Solomon, M. R. (2013) Consumer Behavior: Buying, Having and Being. London: Pearson; Prentice Hall (e-book).
Timetrade (2015) State of Retail: Generation X [Online] Available at TimeTrade_State_of_Retail_Generation_X_Report_final.
pdf [Accessed 28/01/2016]
Tungate, M. (2008) The Branded Male: Marketing to Men. Koogan Page, London (e-book).
Verdict.Retail (2015) Spend Per Head [Online] Available at http://Https://service-verdictretail-com.arts.idm.oclc.org/verdict/sec-
tors/clothing-and-footwear/menswear/market-size/article62180.ece [Accessed (28/01/2016)]
Verdict.Retail (2016) Menswear in the UK [Online] Available at http://Https://service-verdictretail-com.arts.idm.oclc.org/verdict/
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Verdict.Retail (2015) Market Price Segmentation [Online] Available at http://Https://service-verdictretail-com.arts.idm.oclc.org/
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Williams , Kaylene C. (2013) Marketing to the Generations. 2nd ed. NA: NA.
35. 35
Psychographic:
Personality (http://academic.mintel.com.arts.idm.oclc.org/display/545249/): Mintel (Mr Exuberant and Mr Accomplished)
Lifestyle: fond of eating out in pubs, DYI home improvements, active lifestyle, value and premium foods, beach resort and city
breaks,
Young & Rubican 4C Model
Resigned (Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses
safety, familiarity and economy. (Older)) Succeeder (Strong goal orientation, confidence, work ethic, organisation ... support status
quo, stability. Brand choice based on reward, prestige - the very best. Also attracted to ‘caring’ and protective brands ... stress re-
lief. (Top management)
Mainstreamer (Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known
value for money ‘family’ brands. Almost invariably the largest 4Cs group.)
39. 39
Accompanied Shop 1: 15.02.16
Entered: 12.45
Left: 13.07
Age: 39
Occupation: Joiner
Shop Location: Ben Sherman, Kingly Court, London
On entering the shop, the shopper paused at shop entrance and appeared to be forward planning a route of navigation through the shop.
The shopper walked to the right side of the store and straight away moved towards the piles of folded jumpers on the table in front of him, feeling each jumper on the top of
each pile. All jumpers were the same but varied in colour. Still has the need to touch each pile.
The shopper then continued on from the table to the high rails behind, which contained jeans. There was a clear interest in the sizing of the trousers and after a few minutes
of deliberating a pair of trousers was taken of the rail and help up against the shopper. There seemed to be no instinctive need to want to try them on properly (suggests he
relies that sizes have not changed or are accurate).
With this particular pair of jeans in his hand, he then continued to follow the high rails to where the trousers hung, without hesitation the shopper picked a pair of trousers in
two colours, both in the same size as the jeans he had previously picked up.
The shopper then made a sudden change in direction, following the central path in the middle of the store, to the shirt bar, which was situated at the back of the store as a
focal point. With no indication as to what he was looking for the shopper seemed confused at how to browse the shirts without receiving support from the women behind the
counter. After several minutes of looking at colour and styles (short/ long sleeve) the customer chose one shirt in 2 sizes and took a size chart leaflet, which was placed on
the counter.
The shopper headed to the fitting rooms. After each complete outfit the shopper exited the fitting room to look in the mirror at each outfit. The shopper made a clear effort to
mix and match all the items he had picked up.
After a minimal time in fitting rooms, the shopper made no clear indications of purchasing any products.
The shopper headed for the door making no detours apart from touching a pair of leather shoes placed by the exit.
40. 40
Accompanied Shop 2: 24.02.16
Entered: 16.04
Left: 16 32
Age 36
Occupation:
Shop Location: Ben Sherman, Kingly Court, London
On entering the shop, the shopper headed straight to the focal wall at the back of the store where the shirt bar is located. The participant seemed to hesitate, as the option
to browse alone was not an option. Unable to browse the shopper selected a chosen coloured shirt and with the assistance of the sales associate a size was recommended.
The Participant held the shirt up against himself and seemed to agree it was the correct size.
The shopper was then prompted whether he wanted to create an outfit to go with his shirt. The shopper then immediately walked over to the jeans, which were hung on a
high rail at the entrance of the shop. Without hesitation the shopper picked out his colour of choice and a size, even though the shopper has never shopped or owned a pair
of Ben Sherman Jeans (suggests he relies that the sizes have not changed or are accurate). When asked why the shopper had assumed he knew his size of jeans he replied
“I usually go shopping in places where I know the sizes are accurate, it saves me time when I’m in a rush”.
With a pair of jeans and a shirt the consumer moved further through the store to the shoe section, where he selected a pair of leather loafers which he chose to try on in the
fitting rooms instead of in the shoe section where seating was provided to try on. In the fitting room the consumer tries on the complete outfit. The shopper looks in the mirror
and is happy with the size of the jeans that he selected.
The shopper is surprised with the size of the shirt as it was not the size he would of usually gone for. The shopper went on to say “It was lucky that the lady (sales associate)
recommended a size for me as I would have picked a shirt which would have been much too big. This is why I like to go into shops for things like this (shirts). If I ordered this
online, it would have been the wrong the size and I would have to have returned it.”
The shopper headed to the cash desk to purchase the shirt. In the queue to pay the shopper continuously examined the shirt, paying close attention to the label and the size
he was purchasing.
When exiting the store the shopper did not look or touch any products and used the stores middle pathway to exit the store.
41. 41
Accompanied Shop - Ben Sherman Carnaby Street
24.2.16
Entered: 11:00am
Left: 11:21am
Shopper:
Age: 35
Status: Single
Employment: Retail Store Manager
Familiar with Ben Sherman, doesn’t regularly shop there, wouldn’t consider them when shopping for himself.
When entering the store the shopper looked around and looked at the signage besides the stairs. After a couple of minutes an assistant approached him and asked if he was
looking for anything in particular. He said he was okay and knew what he was looking for. He then headed straight downstairs and turned to the suiting section.
After a few seconds of consideration, the shopper then asked an associate about the fit of the suits and the different styles. A conversation began about the different suits and
styles, and how they were sold as separates. This seemed to interest the shopper, which then led him to begin taking a look at the suits.
He started by feeling the different materials and comparing the different colours and prints against his skin. After deciding on a particular navy suit which he liked, he asked if
he could try a blazer on in his size, which he had already picked up off the rack.
After trying on the jacket, the associate asked if he wanted to try the whole suit on, but he said he was fine as he hadn’t fully decided if he liked it, plus he usually knew his
trouser size. Whilst looking in the mirror with the blazer on, he asked the associate for his opinion of it, and whether the fit was right and if the colour suited him.
Following this he then continued to ask if the suit could be altered, and the care procedures of the suits in general. The associate had to check the care label of another item,
which seemed to discourage the shopper and he took the blazer off.
He then thanked the associate for his help and told him that he would consider it, but probably purchase online if he was to go ahead. After walking back up the stairs the
shopper did a single lap of the ground floor, not stopping to look at any particular product or touching anything at all, thanked the associate and then left the store.
42. 42
Accompanied Shop - Ben Sherman Carnaby Street
13.2.16
Entered: 2.30pm
Left: 3:15pm
Age: 50
Status: Married w/ kids
Employment: Business Owner
Familiar with Ben Sherman as a brand, and would consider himself a loyal shopper.
Shopping Alone but normally shops with his wife, and sometime his daughters.
Upon entering the store, the shopper didn’t really engage with the sales assistant greeting him.
He walked straight past the first two fixtures, ignoring the product displayed.
Despite not entering the store with a particular purchase in mind, he immediately headed towards the denim section. He commented on the fact that he only wears Ben
Sherman jeans and in particular their straight leg model. It appeared that he struggled to shop the jeans and got slightly frustrated when he couldn’t find the size or style he
wanted. It was noted that he then didn’t ask for assistance, he walked away commenting on the fact that he’ll just buy them online when he gets home as he didn’t really
need to try them on as he was familiar with the product.
He then began to wonder around the store, often pulling out and touching the different products and feel the fabrics that he was attracted to, before returning them to the
rail. He walked over to the shirt bar, and commentated on his frustration that he required someones assistant and he wasn’t really able to browse and shop by himself. It
appeared that the assistant noticed this and showed him an area of the store where the shirts we hung like the other products in store.
Following browsing through some of the shirts, he picked a couple out and walked towards the fitting room to try them on. During the try-on session he didn’t come out of
the changing room once to ask for an opinion, and just came out. The assistant then asked how he got on and he said the sizes weren’t right and he just left the product in
the fitting room. The assistant then offered to get him the correct sizes for him to try on again, which he agreed to. At this point he then mentioned that he would like a cou-
ple of pairs of jeans to buy as well, but couldn’t find his size. Following this the assistant brought back the products he had asked for and he tried on. This time the fitting
room session differed as he came out of the fitting room to ask for the assistant’s opinions and for he to take a picture to send to his wife.
After trying on he then asked what colours each style he had chosen came in and waited at the cash desk for the assistant to bring him other options. When she return, the
shirts were wrapped in cellophane. He didn’t ask for them to be opened up or to try them on, he just picked the colours that he liked and then asked about the returns policy,
as he wanted to know if he could return them if his wife didn’t approve of his choices.
At the cash desk, he concentrated solely on making his purchase and refused the option to join the mailing list, adding that he is a regular shopper and didn’t need to be
‘kept up to date’. Following the purchase he headed straight out the door, and didn’t look or engage with any other products in store.
