The research was conducted on Thursday and Friday, in the afternoon and the evenings of the weekend. The reason for research at Gucci is simple, had we chosen a common store, we would have made numerous efforts to judge people as it is hard to find differences in people's behaviour at a lower level, but at Gucci, a particular society enters to buy the expensive items, so it is a lot of fun to measure how they look for something and what particular thing about Gucci changes their facial expressions. The place is excellent for people who prefer to stay fashionable and who have got the buying power. The store does not cater every one as its target audience but those who can really afford the high prices, further once the customer enters, the staff prefers to look at the customer from top to bottom but it has got its own charm. It is important to describe the outlook of the store first. The store seems to be transparent as there is just a glass with an entrance door, upon entering the shelves are carrying bags straight ahead. People do complain about the staff as the staff is really rude especially if it sees that the customer does not look like an interested buyer but nevertheless the staff greets upon entrance. The atmosphere within the store is absolutely wonderful as it seems that there is no one near you due to silence. It seems that thousands have been invested in the interior of the shop but the figure could also be a million.
A General View on Consumer Behaviour: Lifestyles emerge from various social influences. They are also derived from the individual's personal value system and personality. Marketers need to study the way consumers live and spend their money as well as how they make purchase decisions (Holbrook: 1999). For example, blue jeans may serve as inexpensive, functional clothing to bluecollar workers, but as fashionable, self-expressive apparel to upperclass members. Credit cards may be used as a convenience for the affluent, while others use them as a basis for installment purchases since balances are not paid off immediately. Decisions emanating from lifestyles are learned as the result of many influences such as culture, subcultures, social class, reference groups, and family (Beckman, William: 1967). Activities, interests, and opinions reflect how consumers spend their time and their beliefs on various social, economic, and political issues. When understood by marketers, these variables can help reduce risk in the decision-making process. At Gucci, people prefer to buy those materials that involve less risk and are long lasting, however the brand name itself is a guarantee that no matter what the customer buys would be long lasting and fashionable. So it is fair to say that perception plays a major part in the answer to perceived risk of purchasing a product or service. Perceived risk represents the anxieties felt because the buyer cannot anticipate the results of a purchase. A number of different strategies may be used to reduce risk. First, perceived risk can be reduced by a prepurchase information search, by decreasing the probability of failure. Second, the buyer can shift from one type of perceived risk to another type that is of less impact on the realisation of