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You searched Library Catalogue - Title: Press conference on WOU's 10th Convocation Ceremony Tuesday, 26 November 2019 @10.00 am held at The Hall, Homestead statement by / Tan Sri Dr Koh Tsu Koon.
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Call Number (WOU)
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SP CEMBA 2013 40
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Author
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Sim, May Ling
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Title
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Factors determining consumer's buying considerations in the fashion industry / Sim May Ling
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Abstract
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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.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2013
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Physical Description
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81 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Clothing trade
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Subject
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Fashion merchandising
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