Innovation Marketing Strategy of Fashion Industries in Bahrain

• Main Author: Abdulaziz, Emad Saleh
• Format: Thesis
• Published: 2016
• Subjects: HF Commerce
• Online Access: http://eprints.intimal.edu.my/918/
• Institution: INTI International University

This research focuses on four key marketing strategy aspects of product strategy, place strategy, price strategy and promotion strategy of fashion industry in Bahrain. The previous study is mainly focus on the structure of Innovation and not focus on the fashion strategy only, this study mainly focus on the innovation marketing strategy and research the factors influencing consumers. The fundamental research design for this research is based on a correlation design whereby the theoretical framework will provide a guideline on the testing of hypotheses to ascertain the existence or extent of significance level between the independent variables (IV) and the dependent variables(s) (DV). There are 384 respondents which had be studied to determine the significant positive relationship between the perception innovation marketing strategy and the factors influencing consumers. To know the characteristics of fashion participant in Bahrain, the effect of the Innovation marketing strategies, the factors influencing the fashion industry in Bahrain and provide measures which can improve the level consumers satisfaction and increasing the level of fashion brands sales.