DETERMINATION OF CUSTOMER APPAREL PREFERENCES BY USING LATENT CLASS ANALYSIS: AN APPLICATION FOR KOTON BRAND

Küçük Resim Yok

Tarih

2019

Dergi Başlığı

Dergi ISSN

Cilt Başlığı

Yayıncı

Erişim Hakkı

info:eu-repo/semantics/openAccess

Özet

In the Fast Fashion sector, identifying the fashion orientation and lifestyle of theircustomers provides an enterprise the understanding of the needs and desires of their customersalongside helping the implementation of appropriate marketing strategies and achieving upperhand in the competition. In this study, it is aimed to classify their preferences regarding thefashion orientation and lifestyle of their female customers to develop marketing strategies forKOTON, a fast fashion company operating in Turkey as well as globally. For this purpose,Latent Class Analysis was applied as an analytical method and appropriate marketingstrategies were suggested for each class.

Açıklama

Anahtar Kelimeler

Kaynak

Uluslararası Yönetim İktisat ve İşletme Dergisi

WoS Q Değeri

Scopus Q Değeri

Cilt

15

Sayı

2

Künye