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Table Of Contents

1. Introduction
1.1 Background
1.1.1 Fashion history
1.1.2 Fashion as a pyramid
1.1.3 The fashion industry
1.1.4 Fashion consumption
1.2 Fever
1.3 Problem discussion
1.3.1 Fever's situation
1.3.2 Male and female shopping behaviour
1.3.3 The female fashion consumer
1.4 Research questions
1.5 Purpose
1.6 Delimitations
1.7 Thesis outline
1.8 Chapter overview
2. Theoretical framework
2.1 Market segmentation
2.2 The marketing mix
2.2.1 The fashion marketing mix
2.3 Consumer behaviour
2.3.1 Attitudes
2.3.2 Values
2.3.3 Motivation
Figure 6: Maslow’s hierarchy
2.3.4 Customer loyalty versus impulse buying
2.3.5 Decision-making
2.4 Female consumer behaviour
2.4.1 Movement pattern
3. Informational need
4. Method
4.1 Scientific research approach
4.2 Research purpose
4.3 Quantitative or qualitative approach
4.4 Data collection
4.5 Primary data collection methods
4.5.1 Interviews and surveys
4.6 Sample process
4.7 Evaluation of our study
4.8 Evaluation of the sources
5. Results
5.1 Interview with the owner of Fever
5.2 Structured interviews in the city and outside Fever
Figure 7: Age and occupation
5.3 Female consumer behaviour
5.3.1 Attitude
5.3.1.1 Clothes shopping
Figure 8: Clothes shopping
5.3.3.3 Self-esteem and identity
Figure 12: Self-esteem and identity
5.3.4 Consumer loyalty versus impulse buying
5.3.4.1 Planning
Figure 13: Planning
5.3.4.2 Loyalty towards a certain clothes shop
Figure 14: Loyalty towards a shop
5.3.4.3 Loyalty towards a certain brand
5.3.5 Decision-making
5.3.5.1 Designer clothes
Figure 16: Designer clothes
5.3.5.2 Clothes shops and shopping manner
Figure 17: Clothes shops and shopping manner
5.4 Movement pattern
Figure 18: Movement pattern
5.5 Fever
5.5.1 Shopping frequency at Fever
Figure 19: Shopping frequency
5.5.2 Knowledge about Fever
5.5.3 Attitude towards Fever
Figure 21: Attitude towards Fever
5.5.4 Fevers’ clothes
Figure 22: Fevers’ clothes
5.6 Remaining results
5.6.1 Store environment
Figure 23: Store environment
5.6.2 Image
Figure 24: Store image
5.6.3 Shopping frequency
Figure 25: Shopping frequency
5.6.4 Average spending on clothes
6. Analysis
6.1 Consumer behaviour
6.1.1.1 Clothes shopping
6.1.3.1Importance of fashion
6.1.3.2 Motivational factors
6.1.3.3 Identity and self-esteem
6.1.4 Consumer loyalty versus impulse buying
6.1.4.1 Impulse buying
6.1.4.2 Loyalty towards a certain clothes shop
6.1.4.3 Loyalty towards a certain brand
6.1.5 Decision-making
6.1.5.1 Designer clothes
6.1.5.2 Clothes shops and shopping manner
6.1.6 Movement pattern
6.1.8 Market segmentation
6.1.9 Fashion marketing mix
6.1.10 Remaining results
6.1.11 The female fashion consumer
6.1.11.1 The average female clothes shopper in central Gothenburg
6.1.11.2 The average female Fever consumer
7. Conclusion and recommendations
List of references
Appendices
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Published by Kapil Nanda

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Published by: Kapil Nanda on Apr 22, 2012
Copyright:Attribution Non-commercial

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