Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration

In the ever-evolving landscape of marketing, understanding the intricate interplay
between mode, fashion, and consumer behavior is paramount. This thesis delves into
the multifaceted realm of marketing, focusing on unraveling the impact of mode and
fashion through the lens of irrationality. The introductory chapter sets the stage by
providing context and outlining the research objectives. Building upon this foundation,
the literature review explores existing theories and empirical evidence related to mode,
fashion, and consumer behavior, elucidating the complex dynamics at play. Chapter
three employs samples and case studies to delve deeper into real-world scenarios,
offering insights into how mode and fashion influence consumer decision-making
processes. Through meticulous analysis, patterns emerge, highlighting the irrational
elements that shape consumer behavior. In the concluding chapter, the findings are
synthesized, providing a comprehensive understanding of the impact of mode and
fashion on marketing strategies. Additionally, respondent analysis offers valuable
perspectives, enriching the discussion and paving the way for future research
endeavors. This thesis contributes to the broader discourse on marketing by shedding
light on the irrational aspects of consumer behavior within the context of mode and
fashion. By deciphering these nuances, marketers can better tailor their strategies to
resonate with consumers in an increasingly dynamic marketplace.