UNRAVELING THE IMPACT OF MODE AND FASHION ON MARKETING: DECIPHERING CONSUMER BEHAVIOR THOUGH THE LENS OF IRRATIONALITY /
SADAF KAZEMI ; SUPERVISOR, DR. HOMAYOUN PASHA SAFAVI
- 61 sheets ; 30 cm +1 CD ROM
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.