DISSERTATION adjustment 4k4.docx

DISSERTATION adjustment 4k4.docx - CONSUMER DECISION MAKING...

This preview shows page 1 - 4 out of 30 pages.

CONSUMER DECISION MAKING 1 Dissertation Topic: Consumer decision-making Style of Singaporean millennial within the fashion industry Student Name Institutional Affiliate Course
Image of page 1

Subscribe to view the full document.

CONSUMER DECISION MAKING 2 Table of Content Introduction………………………………………………………………………………….3 Literature review…………..…………………………………………………………………4 Consumer decision-making style………………………………………………………….…..6 Desirable decision-making style………………………………………...…………………….7 Undesirable decision-making style……………………………………………………………9 Social consumer decision-making style………………...………………………….…….…..10 Hedonistic consumer decision-making style……..…………………………………………..12 Research methodology……………………………………………………………………….13 Data collection……………………………………………………………………………….15 Research design……………………….……………………………………………………...16 Limitations………………..………….………………………………………………………18 Ethical consideration…………………………………………………………………………19 Desertification questionnaire………………………………………...……………………….19 Results and analysis……….…………………………………………………………………23 Recommendation and conclusion…………………………………………………………….25 Conclusion…………………………..……………………………………………………….28 References……………………….…………..……………………………………………….30
Image of page 2
CONSUMER DECISION MAKING 3 Introduction Regarding the previous studies, every generation is said to have its own characteristics that come about through differing technological activities, social perception, community norms, life experiences, and other factors as said by Ding, (2015). Consumer behaviors of each generation are said to have an extensive influence on shopping patterns as well as household and family consumption. It is precisely because of this that studying the Consumer decision- making style (CDMS) of millennial is crucial for both marketing practices and theory. In 2005, apparel surpassed jewellery and automobile sales have become the second most profitable e-commerce domain (Kumar, N., &Steen amp, J.-B. E. M. (2007). The purpose of this paper is to examine the consumer decision-making style of Singaporean Millennial within the fashion industry. The paper focuses on these demographics of Singaporeans as this generation is said to have been the generation with the largest spending capacity. Based on
Image of page 3

Subscribe to view the full document.

Image of page 4
You've reached the end of this preview.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern