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Buying/ Purchase Intension With Regard To Fashion Garments In Shopping Malls

Rs. 2,500.00



Introduction:
According to the optimal distinctiveness theory, individuals strive to maintain a balance between the need to be assimilated by the peers and family, and the need for autonomy and differentiation. The purchase intention for fashion and fashion apparel is stimulated among consumers in social contexts. The distinctiveness of fashion features (for example, fashion brand, celebrity endorsement, media reviews) that are consistently associated with emotional expressions plays the strongest role in buying behavior among consumers. Some studies suggest that the perception of a person on his personality is a distinctive and salient trait that differentiates behavior. Individuals who have high social standing and are adaptive to change in lifestyle are driven by fashion demonstrations. The distinctiveness theory supports the notion that ethnicity can influence consumer responses to various marketing stimuli such as sales promotions and advertisements.

One of the principal drivers of consumer behavior toward fashion apparel is the dominance of social interactions. The involvement of consumers in fashion products depends not only on their own perceptions but also on peers’ response to their personality and change proneness. The relation between clothes and identity is perceived by consumers from the perspective of their values generated in various social interactions. Consumers get involved in exhibiting fashion and lifestyle as an aesthetic way of presenting their personality. Hence, clothing is often considered as an opportunity for communicating a new order of identity of a person. In this process, there are both cognitive and affective incentives that translate into potential welfare gains (or indifference) for the consumer in a given social and work-related environment.
Objectives of the study
1. To understand the concept of purchase intension in shopping malls.
2. To find out the current marketing trends in fashion garments
3. To look at the marketing strategies and promotional schemes of shopping malls
4. To review existing literature on the given topic
5. To recommend marketing strategies based on data analysis

Number of Pages of Project Report: 90
Package Includes: Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
CHAPTER I- INTRODUCTION
1.1 INTRODUCTION TO THE TOPIC
1.2 Need of the study
1.3 Objectives of the study
CHAPTER II- ORGANIZATION PROFILE
CHAPTER III- THEORETICAL BACKGROUND
REVIEW OF LITERATURE
CHAPTER IV- RESEARCH METHODLOGY
RESEARCH DESIGN
DATA SOURCE
SAMPLING DESIGN
TOOLS OF ANALYSIS
LIMITATIONS OF THE STUDY
CHAPTER V- ANALYSIS AND INTERPRETATION
FINDINGS
RECOMMENDATIONS
CONCLUSION
FUTURE RESEARCH
BIBLIOGRAPHY
APPENDIX: QUESTIONNAIRE


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