How successful are branded clothes reflecting attributes attached by consumers? Case study of Marks and Spencer
Başlık çevirisi mevcut değil.
- Tez No: 402866
- Danışmanlar: DR. DIMITRIOS N. KOUFOPOULOS
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2008
- Dil: İngilizce
- Üniversite: University of East London
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 75
Özet
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Özet (Çeviri)
The ultimate objective of this study was established to identify success of M&S brand in reflecting attributes attached by consumers in clothing. Since this research aimed to identify the place of M&S brand in clothing in the eye of the UK consumers, conducting this study required adopting quantitative perspective of which main concern was measuring the characteristics of participated people by looking at their likeness, the rate of occurrence, etc. As a consequence of selecting one company, the researcher applied single case study strategy in the investigation of the topic. To obtain the necessary data, questionnaire method was employed in this study due to this method was identified as an effective way of collecting data by using same list of questions to be asked different people to gather of data in a short time. Questionnaire was designed in the semi-structure format because both perceptions towards M&S's clothing were asked as well as their shopping habits and the reasons behind their perceptions tried to be explored from the point view of consumers. In other words, the questionnaire for this study included both structured questions that demand participants to select among the given answers and unstructured questions that allow participants put their thoughts in their words. Population of this study determined as all the consumers in the UK and study conducted in London. This means that in representing the population, the sample is selected from the consumers in London. In determining the participants, the researcher preferred to use non-probability sampling because of the easiness of this method. Among this method, convenience sampling was identified as ideal due to shortage of time to finalise this study. Findings showed that, frequency of clothing shopping mostly stated in the array of once a two weeks to once a month however, considered as very likable occasion since liking clothing is widely held perception among the respondents. Although it is identified as likable occasion, average spending on clothing shopping among the respondents was very low since most of the answers varied in the array of less than £100 to between £100 to £200. It is also found that clothing is very important for most of the respondents' life as it is one of the ways of satisfying the simple needs of the human being, the way of showing style and quality and thus life style and status in the society. Considering the findings related to Marks and Spencer it is found that, liking of Marks of Spencer's clothing is not significantly differentiates itself from the findings of not liking Marks and Spencer. Although liking Marks and Spencer's clothing stayed at the percentage of 63.2%, buying clothing from Marks and Spencer raised to percenatge of 71.9% among the respondents. Producing and offering quality focussed products, being stylish, being value for money were found as mostly stated answers among the respondents as reason for buying Marks and Spencer's clothing. In terms of attributes attached to M&S clothing it can be said that company failed in creating most of the attributes such as exclusivity, gaining respect, gaining attractiveness and increasing confidence however, also achieved to attach some important attributes such as; helping to show off and showing social status. Considering this findings it can be recommended company to focus on weak points in attaching the attributes while improving the strongest point to create competitive advantage over the competitors. However several limitations to be considered; the main limitation of this study was the application of non-probability sampling method in determining the participants to this study. The utilisation of convenience sampling limited the generalisation of the findings to the entire population. The second limitation of the study might have occurred when eliminating the data obtained from the unstructured questions.
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