first record | previous record | next record | last record
full | marc
Record 1 of 1
  Total Requests  0      Unsatisfied Requests  0
You searched Library Catalogue - Title: Study task in English student's book / Mary Waters and Alan Waters
Call Number (WOU) SP CEMBA 2013 40
Author Sim, May Ling
Title Factors determining consumer's buying considerations in the fashion industry / Sim May Ling
Abstract Fashion industry is a constantly growing industry and is one of the key driver of growth in the country. As a result of globalisation, the fashion industry become more competitive and consumers have been affected by this fast growing industry. Fashion industry has gone through major changes and large players have dominated the fashion market and this have created difficulties for smaller retail shops for doing business. It is easy to purchase fashion with lower price. The rationale of this study is to find out the factors that determine the choices of Malaysian female consumers that purchased or have the intention to purchase a particular fashion or other related fashion-wears in Klang Valley. Quantitative and qualitative method is used in this research strategy. The data was gathered through questionnaires sent to female customers in Klang Valley in order to understand their buying behaviour in respect of fashion. The questionnaire was designed to be simple and it studies the factors affecting the buying behaviour of fashion products. The outcome of the analysis shows that there are many factors that will affect the buying behaviour of female customers in fashion clothes in Klang Valley such as price, quality, brand image, product information, culture and personality. Amongst these factors, quality is the main factor that will affect the buying behaviour of female. They are always focus on good quality and are willing to pay premium for good quality fashion clothes. However, it is clearly found that there are differences between younger group of female customers and older group of female customers in the decision making process. In this respect, a better understanding of each group of customers will help the suppliers to attract their customers.
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2013
Physical Description 81 p.; 30 cm.
Subject Wawasan Open University -- Dissertations
Subject Clothing trade
Subject Fashion merchandising

Advanced searchTips
 Words: Search type:
Database: Library Catalogue
Location Filter:
All Libraries
WOU Main Library
RC Ipoh Library
RC Johor Bahru Library
RC Kuala Lumpur Library
RC Kuching Library
DISTED Main Library
DISTED Hospitality Library