Determining female consumer’s insight into products and shopping.

Abstract

This research explores consumer’s insight into the female sportswear segment for the purpose of improving product development in the clothing industry in South-East Asia, a consumer base consisting of 500 million people. The research aims to clarify the important parameters on which buying decisions are made. The parameters are based on price, function, fit, brand, and design. The methodology used in this research is qualitative and quantitative consisting of participative observations, in-depth interviews, and survey. Results shows a wide range of shopping approaches utilized by consumers. Shopping behaviour can be seen depending on products and location. Essential parameters for an exercising garment are fit and design. abundance of available options in the market can cause confusion amongst consumers. The over-availability of products contributed to the creation of such confusion or even fussiness amongst consumers. This is to suggest that the more alternatives available to consumers, the more difficult it will be to find “the right” product. Findings also suggests that consumer’s input and opinion is vital to product development and significantly contributes to product design and enhancement.