Fashion marketing to women inKazakhstan
University of South Australia, Singapore, and
Mississippi Valley State University, Itta Bena, Mississippi, USA
– The purpose of this paper is to explore consumer behavior regarding women’s decisionsconcerning fashion in the emerging marketing of Kazakhstan.
– Literature review formed the basis of the questions asked toseveral focus groups and in-depth interviews of 48 Kazakhs representing the average age of Kazakhstan. The approach of the paper is exploratory as there is not a lot of research concerning theKazakhstani marketplace.
– Kazakhstani women are becoming aware of their rights to choose clothing and location of purchase. They expect to be treated with respect. The women are value conscious, thinking brandnames enhance the value of clothing and will shop sales regardless of the actual discount. Kazakhstaniwomen are extremely fashion conscious and look to the media for current fashions. They are wary of anything coming out of China. There are ﬁve market segments into which these women can bedivided.
– The study was done in Almaty and may not reﬂect peopleoutside urban Kazakhstan.
– Kazakhstan is opening as a marketplace. In order to understand how tomarket in Kazakhstan, ﬁrms must understand what is wanted and this paper begins this exploration.
– This market is unexplored both academically and by many clothingmanufacturers. This market is opening and thus information concerning the marketplace is necessary.
Consumer behavior, Consumer research, Women, Kazakhstan, Fashion,Market segmentation
The setting of this paper is Kazakhstan, one of the Commonwealth of IndependentStates (CIS), a grouping of independent states formerly dominated by the USSR, and iscomprised of Armenia, Azerbaijan, Belarus, Kazakhstan, Kyrgyzstan, Moldova,Republic of Georgia, Russian Federation, Tajikistan, Turkmenistan, Ukraine, andUzbekistan. It is located in Central Asia with an area approximately 28 percent the sizeof the USA but with only slightly more than 5 percent of the population (estimated in July 2005 at 15,185,844 (
2005)). Upon the liberation of Kazakhstan,Russia withdrew ﬁscal, social, and other forms of support, leaving the nation to ﬁnd itsown way in the world after over 100 years of Russian occupation and over 70 years of
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Elmira Ibrayeva assisted as interpreter and group facilitator.
Journal of Fashion Marketing andManagementVol. 11 No. 1, 2007pp. 41-55
Emerald Group Publishing Limited1361-2026DOI 10.1108/13612020710734391