Cross-Cultural Consumer Behaviour of Apparels

This book refers a more comprehensive approach to determine what variables are relevant to what extent in the purchase decisions of apparels of the consumers in two different cultural contexts. An effort is made to analyze the demographic and sociological factors that influence shaping consumer behaviour of Bangladesh and UK. In the modern developed countries people have shifted focus on using goods as a means of expressing a sense of self-identity. Material goods are consumed not only for their functional benefits, but also as symbolic signifiers of lifestyle and identity which suggests the increasing importance of exploring the buying motives of fashion goods like clothing. This study attempts to identify some of the hedonic needs of consumers which might be useful in providing valuable insights to the apparel marketers, retailers or designers to scan the motivation drivers, stimulate consumers involvement, and developing marketing strategy in different cultural context. The academics and market researchers will hopefully find this book interesting and informative for further research addressing consumption motives of apparel.

Autorentext

Studied masters in Marketing Management at
University of Bradford; UK.