Preferences towards international luxury apparels among Generation Y from the perspective of the university students / Mohd Azif Fahmi Dahari and Nurul Adibah Izza Zuhairi

Dahari, Mohd Azif Fahmi and Zuhairi, Nurul Adibah Izza (2016) Preferences towards international luxury apparels among Generation Y from the perspective of the university students / Mohd Azif Fahmi Dahari and Nurul Adibah Izza Zuhairi. [Student Project] (Unpublished)

Abstract

This research aims to identify the predictor of consumer preferences in choosing international luxury apparel among generation Y from the perspective of the university students. A total of 150 students took part in this survey. The study found that fashion style has the strongest predictor towards international luxury apparels followed by country of origin. This study is imperative to the marketers to understand the student’s preferences in a part of Peninsular Malaysia. The marketer also could realize the market segmentation and consequently formulate competitive marketing strategies and utilize target market wisely.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Dahari, Mohd Azif Fahmi UNSPECIFIED Zuhairi, Nurul Adibah Izza UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Market segmentation. Target marketing H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Divisions:	Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme:	Bachelor of Business Administration (Hons) International Business (BA246)
Keywords:	Consumer preferences; Fashion style; Marketing strategies
Date:	2016
URI:	https://ir.uitm.edu.my/id/eprint/26769