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Title: Fashion marketing : consumer selection criteria on brand and product preference
Authors: Lee, TS
Leung, CS
Zhang, ZM
Keywords: Fashion marketing
Brand and product preference
Selection criteria
Consumer behaviour
Issue Date: 2001
Source: The 6th Asian Textile Conference : Innovation & Globalization, proceedings, Hong Kong, August 22-24, 2001 (VCD) How to cite?
Abstract: Recent competitive environment in fashion industry has resulted in increased concern among fashion insiders about the effectiveness of product/ brand strategies. It is because ineffective strategies will result in sales loss, resource wastage and even decreased market share. However, it has never been easy to formulate an appropriate strategy to appeal to existing/potential consumers. Ideally, consumers would collect market information and consider it seriously, and then finally make a product/brand judgement. In reality, however, consumers often shorten the purchasing process and use simple rules to judge product/brand. Organizations are constantly seeking way to gain more insight on consumers’ thought and behaviour. This paper is going to review the current local market situation and consumers’ contemplation. And it is intended to enhance the understanding of fashion consumers’ inner contemplation by discussing the product/brand selection criteria of the consumers that have been investigated in a recent qualitative study.
ISBN: 962-367-279-7
Appears in Collections:Conference Paper

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