(in english) fashion purchasing behaviour, explonatory research, marketing, coding system, qualitative analysis
저작시기 2013.03 |등록일 2013.04.23
MS 워드 (docx) | 21페이지 | 가격 50,000원
EXECUTIVE SUMMARY/ABSTRACT (NO MORE THAN 150 WORDS, BUT NOT PART OF MAIN WORD COUNT 3
1.0 INTRODUCTION AND BACKGROUND (INCLUDE IN WORD COUNT) 4
2.0 METHOD (INCLUDE IN WORD COUNT) 4
3.0 ETHICAL CONSIDERATIONS (INCLUDE IN WORD COUNT) 4
4.0 ANALYSIS (INCLUDE IN WORD COUNT) 4
5.0 FINDINGS AND RECOMMENDATIONS (INCLUDE IN WORD COUNT) 4
6.0 LIMITATIONS (INCLUDE IN WORD COUNT) 4
7.0 REFERENCES (NOT IN WORD COUNT) 4
8.0 APPENDICES (NOT IN WORD COUNT) 4
This research report is conducted to understand significant drivers of consumer’s fashion purchasing behaviors. The research took a qualitative approach to observe current phoneme in consumer’s behavior based on their real life experiences and in-depth opinions. For this research, 426 samples were gathered with non-probability sampling method. Moreover, this report is written based on 4 scripts of interviews across gender and age in order to observe differences and similarities on market segments.
Key facts were discovered that consumers put much weight on quality of the product and consumers considered clothing as a way of expressing themselves.
I think people of all shapes and sizes should dress to suit their figure, but yeah. Interviewer: So do you think there is a social standard when it comes to fashion? Respondent: I think the standard is that, as long as it looks decent in public. As long as its acceptable to wear in public. Interviewer: Can you explain this further in the sense of different places? Respondent: Yeah, um, like in California, theres a place called Santa Cruz. It’s a bit of a surf town, so people dress in that kind of matter in a sense. Similar to the Gold Coast, people don’t dress different but they dress to suit the atmosphere and I think that makes it socially acceptable to be wearing minimal clothing at the beach compared to a shopping centre. Interviewer: Do you rely on seasonal changes to influence your clothing? Respondent: Ah, personally I’d wear what suits the weather. I wouldn’t religiously follow the trends, I mean if I love it I would but not a huge believer of following the crowd