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Descriptive Research Report

4574 words - 19 pages

AMB201 Summer Semester, 2013
Descriptive Research Report

Fashion Clothing Purchases

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Table of Contents

Abstract……………………………………………………………………………….

1.0 Introduction and Background……………………………………………………
2.1 Importance of the research…………………………………………………...
2.2 Scope of the report……………………………………………………………
2.3 Research problem/question…………………………………………………..
2.4 Aims and objectives………………………………………………………… ...view middle of the document...

2.0 Method……………………………………………………………………………...
2.1 Methodological considerations and assumptions……………………………
2.2 Sample considerations…………………………………………………………
2.3 Data collection and framework, and analytical ...view middle of the document...

According to IBISWorld (2013), the industry revenue will rise at an annualized 1.1% over the next five years, to reach $13.5 billion in 2018-19, and the industry revenue is forecast to grow by 2.6% in 2014-15. So, there will be a big opportunity clothing industry. With the rapid improvement of living standard, an increasing numbers of citizens pursuing fashion, especially in the fashion clothing. Therefore, fashion clothing purchasing will be one of be one of the biggest parts in clothing industry. Having a good and right marketing research will contribute to the successful of dominating competitive position in fashion clothing industry. That is why this research is important from a practical viewpoint.

Marketing research is defined as the systematic and objective process of generating information to aid in making marketing decision (Zikmund, Ward, Lowe, Winzar, & Babin, 2011, p.4). At the most basic level, when something needs to be measured, quantitative research is used. While, when a question needs to be described and investigated in some depth, qualitative research is used (Shields and Twycross, 2003). After qualitatively exploring (why) the drivers of fashion clothing purchase behavior, in order to have a “measure and forecast” of fashion clothing purchases, quantitatively examine (how many) the drivers of fashion purchase behaviors is necessary. Findings of this quantitative research will be beneficial to the clothing manufactures to make the right marketing decisions to maximize their profits. This research is also beneficial to the 4Ps theory. In the measure understanding of fashion clothing purchases, there will be clear evidences that how business owners manage their business in fashion clothing within the product, price, place and promotion. This research will provide useful information to achieve the marketing goals.

Overall, this research will contribute to the successful of achieving the marketing goals and dominating competitive position in fashion clothing industry.

1.2 Scope of the report
This report will quantitatively address 5 objectives including impact of individual characteristics, intrinsic and extrinsic motives, potential segments and social desirability bias of the drivers of fashion purchasing behaviors of consumers aged in 3 age groups (from 18-65).

1.3 Research problem/question
The traditional segmentation view of marketing and mass marketing, which is most suited to the marketing of fashion clothing? What are the drivers of purchasing behavior associated with fashion clothing? Do these drivers differ across market segments or are they generally similar across segments?

1.4 Aims and objectives
The aim of this report is to quantitatively examine the drivers of fashion purchase behaviors.
Specific objectives include:
i) To identify the impact of individual characteristics on fashion clothing purchase behavior.
ii) To identify the impact of intrinsic motives on fashion clothing purchase...

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