Marketing capabilities of fashion and apparel retailing among small medium enterprises in Bangi / Nurul Syazana Mohd Razi

Mohd Razi, Nurul Syazana (2018) Marketing capabilities of fashion and apparel retailing among small medium enterprises in Bangi / Nurul Syazana Mohd Razi. Student Project. Faculty of Business and Management, Bandaraya Melaka. (Unpublished)

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Abstract

Intense competition on short product life cycles in fashion retailing present a number of marketing challenges for retail firms. In order to survive in this industry it is vital for participants to develop and leverage marketing capabilities. Marketing capabilities used by many firms to maintain firm performances. The main study of this research is to investigate the marketing capabilities among SME fashion and apparel retailer in Bangi. Firm performance being a dependent variables in this research and measured by four independent variables which is customer service, store image differentiation, promotional capability and ICT adoption. A review of literature was conducted to find out the firm performance on fashion and apparel retailer. The literature review showed the relationship. This research is based on 67 respondents which collected in Bangi. Sampling method used in this study is convenience sampling. The data was analyzed using correlation coefficient and regression by using SPSS software. The findings showed that are positive relationship between these marketing capabilities and firm performance. However, the result showed that customer service, store image differentiation and promotional capability has significant impact on firm performance.

Item Type: Monograph (Student Project)
Creators:
CreatorsEmail
Mohd Razi, Nurul SyazanaUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Management > Product management
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting
H Social Sciences > HF Commerce > Retail trade
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management (M)
Item ID: 21242
Uncontrolled Keywords: Marketing capabilities; Retailing; Small medium enterprises
Last Modified: 23 Oct 2018 01:37
Depositing User: Perpustakaan UiTM Cawangan Melaka UiTM Cawangan Melaka
URI: http://ir.uitm.edu.my/id/eprint/21242

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