How Do Psychological Factors and Extended Product (Self) Affect the Consumer Behaviour in Buying Brassiere?

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Introduction Brassiere (bra) is a timeless item that has been with women for ages. It is like a jewel box that jealously cherishes the femininity inside ¡V we consider it as the symbol of passion. Nowadays, bra is a type of fashion getting restless for something new. There are dozens of bras types to fit a female consumer¡¦s taste, need, style, size and particular occasion. Types such as push-up bras, full-coverage bras, maternity bras, sport bras, underwire and no underwire bras have made popular focuses on the upper torso of a woman, therefore, to most female consumers, an extravagant waste of cash is no doubt to be spent for this product. The number of consumers spending dollars for such miraculous wear is increasing…show more content…
Perception People perceive the same situation in their own ways. We learn from the flow of information through our five senses: sight, sound, smell, touch and taste. However, each of us receives, organises and interprets the received sensory information in an individual way using short and long term memory as part of the process. ¡§Perception is the process by which people select, organize and interpret information to form a meaningful, whole picture of the world. It is influenced by selective exposure, selective distortion, and selective retention.¡¨ (Kotler, Brown, Adam & Armstrong, 2004) Selective exposure means that brand marketers work especially hard to attract the consumer¡¦s attention. For instance, bra-stylists are working very hard on this to capture female consumers¡¦ attention to purchase their products. Triumph¡¦s bra designers have long begun to blend Western and Chinese influences to create fascinating effects in order to gain consumer¡¦s awareness. Selective distortion refers to the tendency of people to adapt information to personal meanings. Brand marketers always try to understand the mindsets of consumers and how they will affect interpretations of advertising and sales information. However, people have a propensity to interpret information

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