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Consumer Behaviour in Hamilton Clothing Sector


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Due to the fierce competition in clothing industry in New Zealand. This study analysed major determinants that influence consumer behaviors especially in Hamilton. The background of this research was stated at the beginning of the report. Also, there is 14 factor that may impact purchase intentions listed in the article, including store image, employee politeness, clients' gender, products quality, word of mouth as well as other nine determinants. The researcher conducted a primary research and gained all data through a questionnaire. There were 150 informants participated in this research.
After the analysis, the respondents' feature will be demonstrated in descriptive statistics, and the answers to the research question will be described in the results section. The first finding of this research is that employee politeness and consumer’s gender can impact the budget people would like to spend in an apparel store. Another finding of this research is that store image, word of mouth, as well as product quality, are the major determinant of the frequency that clients will visit a garment store.
As a result, the researcher provides some recommendations for all clothing retailers to improve sales performance; firstly, coach staff before they provide service to your clients. Secondly, offer some chairs and entertainment for consumer's partner. Thirdly, increase the investment for store's decoration and design a stunning shopping bag for customers to carry. Fourthly, offer clients coupon or discounts when they bring their friends to purchase products together. Finally, retailers should focus on the industry's movement and adjust rapidly.

Item Type: Paper presented at a conference, workshop or other event, and published in the proceedings
Uncontrolled Keywords: consumer behaviour, clothing industry, New Zealand
Subjects: H Social Sciences > HF Commerce
Divisions: Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
Depositing User: Adrian France
Date Deposited: 20 Jul 2018 03:18
Last Modified: 21 Jul 2023 06:59

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