This is what I am

- Example case: Shannie wants to buy some clothes at a shop
- Personal factors

• Starting from personal needs, buying new clothes is a monthly habit of Shannie

• Collecting various clothes categories has a great value on Shannie’s interest

• “Giving oneself fine airs” is a never-end need of ladies

- Psychological factors

• Shannie is a teenager, so that outfit she is looking for is some kinds of active, cutie, modern, impressive and catching up with new styles

• Shannie’s revenue is limited in some extent (except money received from her parent, there is no more income flow), therefore, cheap products or reasonable price is also factors that affect her decision

- Social factors

• Product’s reputation: fashion is an industry in which company’s image is the first key to attract clients. After going shopping, Shannie certainly shares them with her friends. As a result, a quite choosy customer like Shannie is not going to buy clothes at flee market

• Fashion company which focuses on teenager’s fashion

- Marketing strategy may influence

• Fashionable models on advertisements, fashion magazines, …

• Big, beautiful and prominent showrooms which can attract people’s visual

• Well-decorated advertising panels (which can easily impresses people going on the street)

• Appropriate music style in the shop