publication . Article . 2017

Determining female consumer’s insight into products and shopping

Firend, A.R;
Open Access English
  • Published: 01 Jul 2017
Abstract
This research explores consumer’s insight into the female sportswear segment for the purpose of improving product development in the clothing industry in South-East Asia, a consumer base consisting of 500 million people. The research aims to clarify the important parameters on which buying decisions are made. The parameters are based on price, function, fit, brand, and design. The methodology used in this research is qualitative and quantitative consisting of participative observations, in-depth interviews, and survey. Results shows a wide range of shopping approaches utilized by consumers. Shopping behaviour can be seen depending on products and location. Essen...
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