An exploratory study of the consumer decision process for intimate apparel

In contrast to outer apparel, academic research has neglected consumer behaviour for intimate apparel or lingerie. It is argued that within this category the bra deserves singular research attention. This paper presents the results of exploratory research designed to explore in depth the bra consumer decision process. The key findings indicate a highly involved consumer who is motivated by a complex range of interlinked factors, and a consumer who desires to be brand loyal in order to enjoy a less extensive decision process, but who is prevented from doing so by high levels of perceived risk and “obstructive” marketing. The authors offer directions for future empirical research based on the consumer behavioural constructs of involvement, perceived risk and the self‐concept. Implications for marketing management are also discussed.