The aim is to develop a database that can act as a research
resource and which can be analysed to understand the shopping
processes of Scottish consumers, consumer attitudes towards fashion
brands and retailers and to identify the nature of changes in
consumer buying behaviour in the fashion
Approximately 100 members of the Panel will be recruited to
reflect different consumer groups for example, women with families,
elderly men, the disabled, ethical consumers, internet consumers and
students. We hope to encourage a mix of both male and female
respondents as well as a range of age groups. Data will be collected
from the Panel on a regular basis.
In the pilot study consumer diaries were used over a one
month period to test the efficiency and effectiveness of this method
in obtaining relevant data. Following this pilot a regular cycle of
data collection, recording and analysis will be undertaken. It is
envisaged, however that a range of data collection techniques may be
employed at different times according to the nature of the data
required as the project progresses.
This data set will provide a consumer shopping behaviour
resource for retailers and researchers in the fashion sector and may
be extended to other retail sectors in the future.