Factors Leading to Market Segmentation of Fashion House Business based on Customer Behavior: Evidence from Bangladeshi Fashion Industry
Link to publisher's homepage at http://ijbt.unimap.edu.my
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School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
2018
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my.unimap-514252018-07-24T02:37:50Z Factors Leading to Market Segmentation of Fashion House Business based on Customer Behavior: Evidence from Bangladeshi Fashion Industry Md. Al Amin Mohammad Shariful Islam alaminmkt62jnu@gmail.com. Segmentation Perception Fashion House Factor Analysis Customers STP Bangladesh Link to publisher's homepage at http://ijbt.unimap.edu.my The key objective of this paper is to find out factors affecting market segmentation of fashion house business in Bangladesh based on customer behaviour. For the purpose of the study, a judgment sampling of 200 customers from the entire populations has been targeted. Data collected in randomly through using five-point Likert scale (1=strongly disagree, 5= strongly agree) questionnaires. The hypothesis has been developed on the correlation between variables and a total of 14 variables are considered for the study. After analysis of data, it has been revealed that there are two types of customer segments a) low fashionable customers (LFC) and b) high fashionable customers (HFC). The study depicts that, in the case of low fashionable customers, the marketer pay attention to prices, return facilities, online shopping, friendly employees, well decoration and hassle free environment whereas in the case of high fashionable customers marketers pay attention to brand image, quality of clothes, credit cards, customized fashionable clothes, modern and stylish clothes. The study is a part of Segmentation-Targeting-Positioning (STP) analysis where KMO and Bartlett's Test were used to determine the appropriateness of data for factor analysis. The rotation matrix used for extracting the number of leading factors from 14 variables and their relationship and the residuals used to the model fit. The study concluded with the statement that, fashion product marketers must need relevant and adequate concentration on customer behaviour while making product marketing strategy. 2018-02-01T08:49:27Z 2018-02-01T08:49:27Z 2017-10 Article International Journal of Business and Technopreneurship, vol.7(3), 2017, pages 251-272 2231-7090 2232-1543 (online) http://dspace.unimap.edu.my:80/xmlui/handle/123456789/51425 en School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP) |
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| language |
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Segmentation Perception Fashion House Factor Analysis Customers STP Bangladesh |
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Segmentation Perception Fashion House Factor Analysis Customers STP Bangladesh Md. Al Amin Mohammad Shariful Islam Factors Leading to Market Segmentation of Fashion House Business based on Customer Behavior: Evidence from Bangladeshi Fashion Industry |
| description |
Link to publisher's homepage at http://ijbt.unimap.edu.my |
| author2 |
alaminmkt62jnu@gmail.com. |
| author_facet |
alaminmkt62jnu@gmail.com. Md. Al Amin Mohammad Shariful Islam |
| format |
Article |
| author |
Md. Al Amin Mohammad Shariful Islam |
| author_sort |
Md. Al Amin |
| title |
Factors Leading to Market Segmentation of Fashion House Business based on Customer Behavior: Evidence from Bangladeshi Fashion Industry |
| title_short |
Factors Leading to Market Segmentation of Fashion House Business based on Customer Behavior: Evidence from Bangladeshi Fashion Industry |
| title_full |
Factors Leading to Market Segmentation of Fashion House Business based on Customer Behavior: Evidence from Bangladeshi Fashion Industry |
| title_fullStr |
Factors Leading to Market Segmentation of Fashion House Business based on Customer Behavior: Evidence from Bangladeshi Fashion Industry |
| title_full_unstemmed |
Factors Leading to Market Segmentation of Fashion House Business based on Customer Behavior: Evidence from Bangladeshi Fashion Industry |
| title_sort |
factors leading to market segmentation of fashion house business based on customer behavior: evidence from bangladeshi fashion industry |
| publisher |
School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP) |
| publishDate |
2018 |
| url |
http://dspace.unimap.edu.my:80/xmlui/handle/123456789/51425 |
| _version_ |
1643804063745179648 |