Online Clothing Retail Consumption by Irish Male Customer

Gender
1. Gender identity
  1. Masculine
  2. Feminine
2. Gender influenced consumer behaviour
Retail sector
1. Retail is Ireland's largest industry
  Anmerkungen:
  - http://www.retailireland.ie/Sectors/RI/RI.nsf/vPages/Retail_in_Ireland~retail-at-a-glance?OpenDocument
  1. Affected by slow domestic demand
    Anmerkungen:
    - http://www.thejournal.ie/retailers-turn-focus-to-online-operations-in-a-bid-to-tap-into-the-e4-1bn-market-923566-May2013/?r_dir_d=1
2. Online retail market in Ireland is market with lots of potential
  Anmerkungen:
  - Retailers turn focus to online operations in a bid to tap into the €4.1bn market
  1. Expected 4.1 billion euro market
  2. predicted to grow exponentially
  3. Ireland is the 5th most developed online market globally
    Anmerkungen:
    - http://insightfulmedia.ie/index.php/online-shopping-and-the-future-of-online-retailing-in-ireland
3. UPC’s recent report on Ireland’s Digital Future says that 2.6million Irish shoppers will spend €5.7 Billion online in 2016. If we want to channel this spend into the Economy and not out, Irish retailers will need to quickly and cleverly develop a multi channel retailing strategy which works for them and their customers.
  Anmerkungen:
  - http://insightfulmedia.ie/index.php/online-shopping-and-the-future-of-online-retailing-in-ireland
4. Aspects of clothing retail sector
  1. Physical stores
  2. Digital stores
    1. Websites
      1. Mobile phone apps
        Online via tablet
        Next generation wearables (watches, glasses etc)
        Anmerkungen:
        https://www.pwc.com/sg/en/publications/assets/total-retail-2015.pdf
Ireland
1. Irish born
  Anmerkungen:
  - http://www.cso.ie/en/releasesandpublications/er/pme/populationandmigrationestimatesapril2015/
2. Living in Ireland
  1. Non Irish-nationals from outside the EU continued to display strong migration flows, accounting for 30,400 (43.9%) of total immigrants and 17,700 (21.9%) of total emigrants. This resulted in estimated net inward migration among non-Irish nationals from outside the EU of 12,700.
    Anmerkungen:
    - http://www.cso.ie/en/releasesandpublications/er/pme/populationandmigrationestimatesapril2015/
Limitation
1. Research limited to online clothing retail sector
2. Does not target the socially diverse amalgam of young crowd living in Ireland who are potential customers
Comparison with other cultures (existing data)
1. Chinese online consumption and factors affecting it
Target group
1. Age: 18-40
  1. 18-30
    1. College going/Working
  2. 30-40
    1. Working/College going
Research Question
1. Factors affecting online clothing retail consumption by Irish male consumers
  1. Sub-research question
    1. Comparative analysis between male consumers of Irish origin and male consumers not of Irish origin
      1. Perception of male consumers towards online clothing retail
        Analysis of existing online clothing retail culture in Ireland
Research Philosophy
1. Interpretivism
Research Method
1. Inductive
Tools
1. Questionnaire
  1. Focus groups

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Online Clothing Retail Consumption by Irish Male Customer

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