Marketing:COMMERCIALIZING THE MARKET FOR HIGH ORIENTAL FASHION-An exploratory study of the characteristics of early adopters [3]
论文作者:None论文属性:MBA毕业论文 MBA Thesis登出时间:2007-07-19编辑:点击率:5481
论文字数:25000论文编号:org200707190815594188语种:英语 English地区:中国价格:$ 110
关键词:
Fashion consciousness........................................................................83
5.2.1.2 Fashion leadership...............................................................................84
5.2.2 Influence factors in fashion adoption process................................................86
5.2.2.1 The Perceptual Process.......................................................................86
5.2.2.2 Country-Of-Origin effects...................................................................89
5.2.3 Demographics Analysis..................................................................................90
5.3 Conclusion and Managerial implications..................................................................93
5.4 Directions for future research...................................................................................96
Appendices..................................................................................................................98
Bibliography............................................................................................................110
List of Figures
2.3.1.1 Adopter Categorization on the Basis of Relative Time of Adoption of
Innovations……………………………………………………………………………. 16
2.3.2.1-1 Fashion Adoption Process……………………………………………………21
2.3.2.1-3 Stages of Fashion
Marketing………………………………………………... 23
2.3.2.1-3 Stages of Fashion Marketing………………………………………………... 23
Abstract
Fashion led by western brands for quite a long time. How eastern brands could succeed
in the international competitive arena and approach their target consumers? This is
many marketers and designers would like to figure out. Under these conditions, the
research area was inspired.
The purpose of this study is to explore the consumers’ perception of oriental fashion and
the role and importance of country-of-origin effects as cues in evaluating fashion
products. For instance, does the COO effect differ in its importance in the purchasing
decision of Taiwanese high fashion exclusive products? Therefore, this study was
conducted in the UK, exploring female consumers’ perception on three themes of
oriental fashion style: adopter categories, fashion-consciousness and country-of-origin
effects.
The characteristics of early fashion adopters such as they tend to be opinion leaders
were found by this study. Also, the findings support that early fashion adopters who are
first people try and adopt new fashion have higher fashion consciousness than late
fashion adopters. Furthermore, both of early and late fashion adopters were not influenced by country-of-origin issue in evaluation process.
The aforementioned findings suggest a number of implications and directions of future
research to be developed. From the point of marketing practice it is suggest that early
adopters tend to be opinion leaders and can be reached by specific media (e.g. fashion
magazines), thus the further research could investigate what media could reach early
adopters quickly in order to take the first advantage place in the market for an example.
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