The total experience of Maltese male buyers when visiting retail outlets

Abstract

This research explores the total retail experience of male consumers when they purchase clothing items. Various elements throughout the three stages in the total retail experience are studied via focus groups and questionnaires. The total retail experience dictates whether a customer achieves a satisfaction or dissatisfaction with a retailer. During the focus groups, the members discuss in detail their personal experiences in clothing retail outlets. The questionnaire portrays the elements in a way which create an ideal retail experience and respondents are asked whether they agree or disagree with the statements. The research shows that clothing retail outlets in Malta are generally offering a satisfactory retail experience to their customers. It results that the marketing campaigns are not that influential therefore these need to be more focused on the target market. On a positive note marketing campaigns being organised are not deceiving. In order to make more influential campaigns, the male gender has to be studied more in detail with narrower age groups. Although one generation was studied (generation Y) during this research, the focus groups show that different age groups within this generation have different thoughts and reasoning. The research study highlights some of the elements in the total retail experienced which can be improved so as to provide a more satisfying retail experience. The emerging parking problem in Malta is also reflected in this study and therefore it is recommended that this element is given due consideration in the total retail experience. Other recommendations include a better use of the website and the social network and how a customer fees more welcomed into the store.