AMB201 report1 young s friend
Executive Summary
This research is written to explore the consumer behaviours associated with fashion purchasing and help the manager understand what drives consumers to buy fashion products so as to determine the campaign strategy. The study proposes to investigate the people perceive what is fashion or unfashion and discover the possible relationship between different factors and the consumers’ willingness toward fashion. These factors include the effects of brand, the influences of mass media and social network, various shopping places. Surprisingly, the different attitude between different genders toward fashion is considered as an essential factor for people to engage in fashion purchasing.
1. INTRODUCTION AND BACKGROUND
1.1. Importance of the research
In recent decades, the apparel production plays a vital role in the economy of a country. It is estimated that Clothing retailing was $23.9 million on September 2011, which take up. The expansion of Apparel industry in Australia poses challenges and heavy pressure to enterprisers who do not understand and analyse the factors of consumer requirement toward fashion. Zikmund (2012) pointed out that marketing research are able to reduce the risk of the uncertain or wrong decision, allowing companies to get higher profits. According to McCarthy’s 4PS marketing mix (1960), any business success is based on “4PS”, regarding to product, price, promotion and place. Without proper understanding of the expectations of consumers and properly marketing methods, managers might attribute to management problems and financial loss. Thus, this study is incredibly important, for it will allow the manager to know how to design a campaign that can meet consumers needs and expectation, understanding how to improve the standard of marketing mix and fashion trend are processing and making the prediction about fashion design in the future.
1.2. Scope of report
This report demonstrates adults who are living in Australia purchasing
This research is written to explore the consumer behaviours associated with fashion purchasing and help the manager understand what drives consumers to buy fashion products so as to determine the campaign strategy. The study proposes to investigate the people perceive what is fashion or unfashion and discover the possible relationship between different factors and the consumers’ willingness toward fashion. These factors include the effects of brand, the influences of mass media and social network, various shopping places. Surprisingly, the different attitude between different genders toward fashion is considered as an essential factor for people to engage in fashion purchasing.
1. INTRODUCTION AND BACKGROUND
1.1. Importance of the research
In recent decades, the apparel production plays a vital role in the economy of a country. It is estimated that Clothing retailing was $23.9 million on September 2011, which take up. The expansion of Apparel industry in Australia poses challenges and heavy pressure to enterprisers who do not understand and analyse the factors of consumer requirement toward fashion. Zikmund (2012) pointed out that marketing research are able to reduce the risk of the uncertain or wrong decision, allowing companies to get higher profits. According to McCarthy’s 4PS marketing mix (1960), any business success is based on “4PS”, regarding to product, price, promotion and place. Without proper understanding of the expectations of consumers and properly marketing methods, managers might attribute to management problems and financial loss. Thus, this study is incredibly important, for it will allow the manager to know how to design a campaign that can meet consumers needs and expectation, understanding how to improve the standard of marketing mix and fashion trend are processing and making the prediction about fashion design in the future.
1.2. Scope of report
This report demonstrates adults who are living in Australia purchasing