The factors of young consumer preferences towards international brand apparel: a study on International Business Students in Universiti Teknologi MARA (City Campus)

Mohd Rahim, Nurzaitul Astra (2017) The factors of young consumer preferences towards international brand apparel: a study on International Business Students in Universiti Teknologi MARA (City Campus). [Student Project]

Abstract

The purpose of this study aims to identify the factors of young consumer preferences in choosing international brand apparel in Universiti Teknologi Mara Melaka (City Campus). Of the 155 respondents from International Business Students start from Semester 1 until Semester 5, the study found that quality has the strongest predictor towards consumer preferences followed by country of origin, style and advertisement and promotion. This study is important to the marketers to understand the consumer preferences especially young consumer to identify their preferences in choosing an international brand of apparel products in the developing country. The outcome from this research also will help students to identify the purpose of them when spending money of apparel especially branded apparel.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Mohd Rahim, Nurzaitul Astra 2015829968
Contributors:	Contribution Name Email / ID Num. Advisor Hasan, Rahayu UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty 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, Brand apparel, Branded apparel
Date:	2017
URI:	https://ir.uitm.edu.my/id/eprint/98921