The relative significance of store-based marketing mix elements which have an impact on time spent and purchase decision of young people in the UK fashion market
Başlık çevirisi mevcut değil.
- Tez No: 401943
- Danışmanlar: DR. NICOLETTE MICHELS
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2012
- Dil: İngilizce
- Üniversite: Oxford Brookes University
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: İşletme Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 126
Özet
Özet yok.
Özet (Çeviri)
An attractive store environment has become so curial for the retailers in order to differentiate themselves from the competitors and to survive in the multichannel retailing environment, in which they are surrounded by online channels. This study reported focuses mainly on the area of store-based marketing mix elements which are used in traditional stores. Such a study is important in order to investigate the significance of various store-based marketing mix elements that impact time spent and purchasing decisions of the consumers in fashion stores. This research focuses particularly on young people living in the UK since they are essential customers of the fashion market and most of them are likely to be internet users. The research approach adopted includes a survey conducting both online and offline in order to examine the level of significance of store-based marketing mix elements in the minds of young customers. The findings from this research provide evidence that store-based marketing mix elements are mostly significant for the participants in influencing time spent and purchase decision. İt also indicates that the majority of the participants go to traditional stores for shopping but most of them also do online shopping. Therefore, this study recommends the retailers to utilise store-based marketing mix tools in order to attract customers and to survive in this multichannel retailing environment. Since this study is an initial work with its relatively enough sample size and basic analysis, it is believed that it will serve as a base for future studies.
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