Behavioral changes of customers regarding the demand of fashion clothing - A comparison between East-Asia and Europe

Molnár Dzsenna Hanna (2021) Behavioral changes of customers regarding the demand of fashion clothing - A comparison between East-Asia and Europe. Külkereskedelmi Kar.

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Absztrakt (kivonat)

SUMMARY   Due to globalization, fashion brands seem to follow similar marketing strategies; however, there are notable differences between the European and East Asian market because of changing patterns in customer behaviour. Research has shown that many different factors could be influencing a customer’s purchase, especially if there is a variety to choose from. Therefore, the aim is for this study is to determine what divergence could be found between European and East-Asian markets towards fashion and by investigating how these two markets needed to be targeted differently by using a variety in the marketing strategies. The methods of this paper were based on the secondary data of theories on marketing strategies, concepts and other secondary findings on crucial factors in the garment industry, from the point of view of the customers and the side of the businesses. An online survey was distributed among East-Asian and European citizens and asked the responders to answer the question regarding their fashion clothing consuming habits.  These answers were later analyzed aggregated and separately as well. Furthermore, there were 3 individual interviews with fashion designers to gain a more profound knowledge from the insight of the fashion industry. The research analysis has shown that there is a difference between the demand towards fashion clothing in European and East-Asian countries, together with the divergent effects of marketing strategies. However, the results demonstrated that a business should focus more on marketing strategies, whether changing its clothing designs when moving to an East-Asian or a European Market. The findings indicate that even if there is a difference between the East-Asian market and the European towards fashion items, it is not differentiation in that higher level to be needed for significant changes in the production and goods when targeting one another. However, the approach towards the customers should be significantly differing.     Keywords:  Fashion, European market, East-Asian market, demand, marketing strategies

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Marketing Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	consumer behaviour, consumerism, East-Asia, europe, fashion
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Már. 08. 09:08
Utolsó módosítás:	2022. Már. 08. 09:08

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