Buying Behaviour of Adult Women on Key Factors Influencing Their Purchasing of Fashion Clothing

The apparel market in India is swiftly developing with a change in consumer tastes towards branded apparel. Indian apparel consumers have become highly brand conscious. The focus of this research was on women apparel buyers because women are becoming increasingly independent in making their choices due to their increased education levels, increased purchasing power, their relative freedom from parental or spouse intervention in exercising their shopping style. The main objective of the research was to find out if there was any significant difference on the overall shopping experience of apparels among and within the different groups of women respondents with respect certain demographical aspects such as age, education level, occupation, marital status, frequency of purchase and perceptual aspects such as perceived store atmosphere and perceived brand image that may influence the overall shopping experience of women apparel buyers are examined. In order to examine and compare the group differences between the respondents, a univariate GLM was used and to find where the differences lie between the individual groups, Fisher’s Least Significant Difference (LSD) post hoc test was carried out using IMB® SPSS Statistics®. It was found from the analysis that there is be a significant difference in the satisfaction among different age groups of women on the overall shopping experience of apparels buying and it was also found that there is be a significant difference on shopping experience among women in different professions.The findings of this research can be strategically implemented into apparel marketing scheme by apparel manufacturers and retailers.

Using the Gothic as a Marketing Tool

In the highly competitive contemporary world of children's toys, one type of doll has risen to the top almost a decade ago and has redefined through its popularity, the very image of modern dolls. Mattel's Monster High collection represents a success from various points of view, but what constitutes perhaps the most interesting aspect to be analyzed is the role which a concept as elusive and heterogeneous as the Gothic has played in the marketing scheme of these toys. Traditionally associated with fear and horror, the Gothic has undergone a paradigm shift and splintered in various distinct, if not contradictory forms, allowing the concept of the monster to be reinterpreted by the creators of Monster High. Thus, this chapter will first focus on the theoretical premises of the contemporary Gothic as part of a marketing strategy and then it will apply it on the marketing campaign of Monster High dolls.

Digital Marketing Strategy for Affinity Marketing

Integration of digital marketing into overall business strategy is no longer an option, it is imperative for success. Yet, not all have tapped into this. Another opportunity that could leverage an organisation in today's competitive environment is affinity marketing. Successful implementation of affinity marketing has the potential to enhance participation, raise revenue, increase retention and provide a mutually beneficial arrangement for the partners involved. Yet, despite its appeal and the popularity it achieved in the late 1980s and early 1990s, uptake of the scheme has slowed down. Whilst some affinity partners have embraced digital marketing to an extent, most are not using it effectively to drive and sustain their affinity marketing scheme. Cognisant that affinity marketing is still a lucrative area, this chapter sets forth a digital marketing strategy for affinity marketing, e-affinity marketing, as this is where the added value for the 21st century customer is envisioned.

MARKET SEGMENTATION IS THE KEY TO SUSTAINABLE OPERATION OF B&B

The Chinese B&B industry started in 2011, the Mogan Mountain B&B became the banner of the domestic industry in 2015. Then the entire B&B industry is imitated and appeared serious homogeneity problems, which forced the manager to look for their own competitive advantage. The objective of the article is through the market segmentation to identifying target customer groups, and combine the orientation of the B&B with the customer demand. Set up a multi-directional marketing scheme according to the characteristics of the target customer and the behavior of consumption. This article uses the quantitative research method to collect the information. The research shows that the main target customer of B&B is divided into two categories: 1、tourism vacationers; 2、weekend vacationers. In conclusion, according to the report on 《Market Prospect and Investment Analysis of B&B Industry》, the growth rate is 12000/year. By 2017, the B&B’s number is 53852 in China. With the expansion of the B&B market, which enforces the B&B industry facing a reshuffle. Therefore, the owners of the B&B should find the way to sustainable management through the market segmentation.

Digital Marketing Strategy for Affinity Marketing

Integration of digital marketing into overall business strategy is no longer an option, it is imperative for success. Yet, not all have tapped into this. Another opportunity that could leverage an organisation in today's competitive environment is affinity marketing. Successful implementation of affinity marketing has the potential to enhance participation, raise revenue, increase retention and provide a mutually beneficial arrangement for the partners involved. Yet, despite its appeal and the popularity it achieved in the late 1980s and early 1990s, uptake of the scheme has slowed down. Whilst some affinity partners have embraced digital marketing to an extent, most are not using it effectively to drive and sustain their affinity marketing scheme. Cognisant that affinity marketing is still a lucrative area, this chapter sets forth a digital marketing strategy for affinity marketing, e-affinity marketing, as this is where the added value for the 21st century customer is envisioned.

Digital Marketing Strategy for Affinity Marketing

Integration of digital marketing into overall business strategy is no longer an option, it is imperative for success. Yet, not all have tapped into this. Another opportunity that could leverage an organisation in today's competitive environment is affinity marketing. Successful implementation of affinity marketing has the potential to enhance participation, raise revenue, increase retention and provide a mutually beneficial arrangement for the partners involved. Yet, despite its appeal and the popularity it achieved in the late 1980s and early 1990s, uptake of the scheme has slowed down. Whilst some affinity partners have embraced digital marketing to an extent, most are not using it effectively to drive and sustain their affinity marketing scheme. Cognisant that affinity marketing is still a lucrative area, this chapter sets forth a digital marketing strategy for affinity marketing, e-affinity marketing, as this is where the added value for the 21st century customer is envisioned.