Cultural Dimensions on Consumer Buying Behavior and Attitude towards Fashion in various commodity of Products in Iran
سال انتشار: 1393
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 984
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شناسه ملی سند علمی:
EAMS01_007
تاریخ نمایه سازی: 19 تیر 1394
چکیده مقاله:
Fashion may refer to an element which forms a significant consumption portion decisions, residing at the center of daily happenings. The output of this study is proposing cultural marketing model as case in point. This paper is the first paper attempt to measure the effectiveness dimension of fashion culture in Iranian society. This study initiated investigation on exploratory research and gradually shifted to descriptive research with take into consideration of various statistical techniques. .The instruction method for collecting the primary data was questionnaire. The questionnaire is just designed with 70 questions in pilot phase and conclusively by applying 350 questionnaires distributed randomly in two major cities of Tehran and Hormozgan.Being good example in this study by dividing culture into three main group such as consumption, communication and thinking measures by consideration of culture influence on them.It is hard to escape the obvious conclusion that celebrity, positive word of mouth, precise advertising with unique selling proposition message and Sales Promotion are the best integrated marketing communication (IMC)tools for promoting fashion commodities among the Iranian respondents.
کلیدواژه ها:
نویسندگان
Alireza Miremadi
Dean& Assistant Marketing Professor at Graduate School of Management at Sharif University of Technology –International Campus
Shirin RanjbarToutouee
MBA Students from Graduate School of Management at Sharif University of Technology-International Campus
Rosa Mozaffari
MBA Students from Graduate School of Management at Sharif University of Technology-International Campus
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