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Cross-Cultural Consumer Behaviour of Apparels. Edition No. 1
VDM Publishing House, March 2009, Pages: 84
This book refers a more comprehensive approach to
determine what variables are relevant to what
extent in the purchase decisions of apparels of the
consumers in two different cultural contexts. An
effort is made to analyze the demographic and
sociological factors that influence shaping
consumer behaviour of Bangladesh and UK. In the
modern developed countries people have shifted
focus on using goods as a means of expressing a
sense of self-identity. Material goods are consumed
not only for their functional benefits, but also as
symbolic signifiers of lifestyle and identity which
suggests the increasing importance of exploring the
buying motives of fashion goods like clothing.
This study attempts to identify some of the hedonic
needs of consumers which might be useful in
providing valuable insights to the apparel
marketers, retailers or designers to scan the
motivation drivers, stimulate consumers involvement,
and developing marketing strategy in different
cultural context. The academics and market
researchers will hopefully find this book
interesting and informative for further
research addressing consumption motives
of apparel.
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