CONJOINT ANALYSIS AND EXAMINING THE FACTORS AFFECTING CLOTHING STORE PREFERENCES OF YOUNG WOMEN CONSUMERS
KONJOİNT ANALİZİ VE GENÇ KADIN TÜKETİCİLERİN HAZIR GİYİM MAĞAZA TERCİHLERİNİ ETKİLEYEN UNSURLARIN İNCELENMESİ

Author : Elif ACAR -- Harun SÖNMEZ
Number of pages : 278-295

Abstract

In this study, a marketing research is conducted to reveal attitudes towards the store preferences of young women consumers who are among important consumer groups for clothing sector in daily clothing shopping. In the study, firstly the theoretical structure and stages of the Conjoint Analysis Method which is used widely in marketing researchs especially in recent years is defined. Then, some features like brand, campaign, location, service level, environmental conditions, product variety and number of floors that affect the clothing store choices of the target consumers are determined and the Conjoint Analysis Method is performed to determine to what extent the features of the stores are important in consumers preferences by a conjoint survey. Finally, numerical results obtained from conjoint analysis are interpreted. Helpful information will be provided in order to develop marketing strategies for their target consumer groups to the companies in the Turkish Clothing sector with the

Keywords

Clothing Industry, Store Preferences, Young Women Consumer, Conjoint Analysis.

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