Chapter 4 - Pearson

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74 SECTION I Introduction to Fashion Retailing
Nordstrom has led the way in shopper patronage.
(Courtesy of Ellen Diamond)
patronize Nordstrom have come to know exactly what to expect when paying a visit to their
stores, buying from their catalogs, or purchasing through their Web site. Once customers begin
to enjoy this comfort level, the store can expect repeat business.
With the wealth of competition that retailers face today, it is important to provide the
right mix of merchandise and service that will appeal to a range of motivations and result in
customer loyalty.
CONSUMER ASSESSMENT THEORIES
Several theories have been offered to retailers and other businesses to help them properly assess
what prompts consumers in making decisions. These include Maslow’s Hierarchy of
Needs, the concept of decision making, the self-concept theory, and lifestyle profiling, also
know as psychographic segmentation. Each is described in the following sections.
Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs is based upon the belief that people follow a strict order when
fulfilling their needs. People must first satisfy the needs of the lowest classification before
moving on to the next working their way up to the last level. The concept is represented in
pyramid form, with the most basic needs at the bottom. The five levels are as follows:
1. The basic needs of survival. Cumulatively, these are considered physiological needs and
consist of food, clothing, water, and shelter.
2. The need for safety. Once people have satisfied their physiological needs, they are concerned
with the need for safety. They may make rational purchases such as sturdy athletic
wear and sunscreen for bodily protection.
3. Social needs—belonging and recognition. Beginning with this level, people make purchases
to gain acceptance by a group or to achieve recognition, and it is here that the fashion
retailer plays an important role. Much of the purchasing people make is emotionally