No wonder men moan! The 10 steps women go through before making a purchase (which can take up to FORTY HOURS)

• e-mail

Can't understand why he moans when you're shopping? Well according to a new infographic, women go through a staggering ten steps before they make a purchase. 

For modern woman the quest for the perfect outfit requires meticulous planning that can take almost 40 hours to complete, says the study.

Researchers have discovered a generational shift in the way women browse, shop for - and buy fashion items.

A new infographic has revealed that it takes ten steps for women to make a purchase when shopping. The first being to search the Internet and fashion magazines for inspiration 

The dramatic change in the way women shop amid the internet age was revealed following a study carried out on more than 1,400 females.

It found that style-conscious females utilise every available tool to seek out that dream dress or must-have item before canvassing the opinions of friends, close family and their other half.

The hunt for their ideal outfit is also likely to involve a solo mission to feel the fabric, try on the item in question - and then sens a fitting room selfie to a friend or partner.

But despite recruiting an army of fellow fashion fans before taking the plunge, it also emerged almost half of women still end up with clothing they don't like. 

Women will then look online to compare prices to ensure they are getting the best deal 

Seeking a second opinion begins by sending a link to friends 

The heavy reliance on social media was best illustrated by those aged between 16 and 34.

The results show that for one in three women - 32 per cent - in that age group, shopping begins with a trawl through a string of celebrity magazines - both in print and online - to look for inspiration and check out the latest trends.

Following that almost seven out of ten - 68 per cent - then visit online stores to ensure the item is available and, crucially, within their budget.

Another vital part of the approval process, as used by one in five, is sending links to details and images of the potential purchase, or purchases, to friends via email, text or WhatsApp.

Those seeking a verdict from a wider audience will post an image on social networks 

Eager to be individual 12 per cent will search Instagram to check friends don't own the same outfit 

For one in seven a close female relatives opinion is the one that matters most 

For some, a close friend's opinion is not enough with one in ten posting photos on Facebook to gain a verdict from a wider audience.

Another 12 per cent have a quick look on picture sharing site Instagram to ensure that none of their friends has been pictured recently in the same outfit, or something similar.

While 14 per cent insist on sending a link to mum and other close relatives, while 56 per cent make a special trip to the store to try it on, check out its actual colour and feel, and to ensure it goes with existing accessories. 

While 71 per cent make the purchase there and then, a third head back home again to complete the process by ordering it online.

Experts estimate the total time from the minute the first celeb mag is opened to the moment card details are inserted on a payment page to be an incredible 39 hours - or around two-and-a-half days.

Over half of us will make a special trip to experience a garment in real life 

One in five women will take a fitting room selfie once we have tried on a new outfit

But the study also revealed that despite canvassing hundreds of friends and family via various social media channels, the opinion that carries most weight is that of their other half.

Forty-five per cent of all respondents who took part said they would be reluctant to make a purchase without the approval of their boyfriend, husband or partner. Mum was next, followed by best friend.

It also emerged the average woman buys 1.74 new pieces of clothing each month, or almost 21 per year.

Vix Leyton, spokesperson for Quidco, which commissioned the study, says that it is not surprising that the process of shopping has branched out onto social media.

'Women have a reputation for their love of shopping, and part of that is the fabled group outing to the high street to help each other find the perfect look.

'Now, with people sharing so much of their lives online, you can open up your panel of advisors to include all your followers on social media.

And then we will send them to a friend or partner with our other-half considered the most valuable opinion

Most, two thirds, will complete a purchase in store but 29 per cent will ho home to complete it online

'Online shopping has also added steps to the process of buying 'that' outfit, and girls balance their need to own the item immediately against checking online for the best price to see if you can get a great deal.' 

Dr Jack Lewis, Neuroscientist, and author of 'Sort Your Brain Out' says that seeking a second opinion comes from a need for approval on our decisions. 

'A host of studies have indicated that any purchasing decision requires each item to be evaluated in terms of the likely pleasure predicted for each choice, weighed against the emotional pain of parting with the cash, plus the risk associated with one choice versus another.

'The risk is relevant here because the motive for asking other's opinions is usually an attempt to reduce uncertainty and risk.'

However Dr Lewis adds that seeking approval can often result in a misunderstanding.  

'But more often than not our efforts to reduce uncertainty by asking others can lead to misinformation and therefore more uncertainty, so we end up making worse not better decisions.

'For instance, the desire to be supportive can lead to inaccurate answers to questions like: 'Does my bum look big in this?'

'And this type of well-intentioned yet misleading feedback can often result in yet more unworn clothing clogging up people's wardrobe.'