Personal and non‐personal references used by South Korean men in apparel purchase decisions
An understanding of consumer behaviour helps companies in catering more effectively to the needs and wants of their target markets. This better understanding of the consumer can lead to significant increases in a company's sales within a given market segment, and therefore can lead to increased profits (Dhalla and Mahatoo 1976). Accordingly, understanding the factors which contribute to consumer purchases and consumer satisfaction are among the most important functions a market researcher may perform (Vecchio 1991). Once manufacturers understand the characteristics of their particular target market segment, more effective promotion can be devised (Piirto 1990).
Year of publication: |
1999
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Authors: | Shin, Suyun ; Dickerson, Kitty |
Published in: |
Journal of Fashion Marketing and Management: An International Journal. - MCB UP Ltd, ISSN 1758-7433, ZDB-ID 2109286-2. - Vol. 3.1999, 1, p. 7-17
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Publisher: |
MCB UP Ltd |
Subject: | Marketing | Merchandising | Korean market | Men's wear | Market research | Purchase behaviour |
Saved in:
Online Resource
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