Exploring the Demographic and Psychographic Profiles of Retail Therapy Shoppers in Fashion Products

Description

Page: 33-38

Simranjeet Kaur and Sandeep Kapur (School of Business Studies, Punjab Agricultural University, Ludhiana, Punjab)

This study delves into the intricate demographic and psychographic profiles of retail therapy shoppers in the context of fashion products, offering valuable insights into the factors shaping their shopping behaviours and preferences. Retail therapy, often embraced as a coping mechanism to alleviate emotional distress, is significantly influenced by demographic variables such as age, gender, marital status, education, occupation, family size, earning members, and income levels. Additionally, psychographic dimensions, including personality traits, lifestyle choices, values, attitudes, and shopping motivations, play a pivotal role in defining the retail therapy experience. By exploring the interplay between these demographic and psychographic factors, the study highlights how they collectively influence shoppers’ behaviours, preferences, and emotional connections to the shopping process. For instance, personality traits and lifestyle choices can determine whether individuals view retail therapy as a source of joy, relaxation, or stress relief. Retailers can leverage these insights to design targeted marketing strategies, create personalized shopping environments, and enhance the therapeutic value of shopping. By catering to the emotional and psychological needs of diverse consumer segments, retailers can foster meaningful and satisfying shopping experiences, transforming retail therapy into a powerful tool for customer engagement and loyalty.