Research on KKV’s Customers’ Behavior

This research investigated the shopping habits of consumers by using the psychological approach of personality. An interview method was used to gather data with a question list. All the interviews were done in a KKV store, a leading fashion retailer targeting the younger generation in China. Key findings of this research work include: First, there is no clear correlation between shoppers’ personality and their preferences over product categories; Second, the preference for social activities both have similar patterns. Preferences for social activities do not create differences amongst product preferences; Third, KKV can attract shoppers with different personalities and social behaviors, and the physical appearance of KKV seems to be the single most important factor in attracting its customers; Fourth, introverted people prefer shopping online, while extroverted people prefer shopping offline; There is no trend in people who likes both shopping ways; Fifth, Mobile internet advertising is the most effective way to reach potential customers; Sixth, Most of shoppers coming to KKV are quite price sensitive. The better the price performance, the more shoppers prefer it.