This dissertation gives an elaboration on how to enter the children?s fashion market in the
Netherlands, particularly using Brand Extension. Children evaluate brands differently from
adults, thus there are several important factors to be considered before entering the children
market. They are consideration between New Brand or Extension, the Brand Presentation,
and Parent?s Influence. The writer conducts focus group discussions with several Dutch
children to gain insight on children?s perceptions towards brands, their attitudes and
preferences about fashion and branding, and factors important in branding for children
market. The research is qualitative and exploratory. Thus, from the focus group discussion,
added with literature reviews regarding brand extension strategies, branding for children, and
focus group strategy with children, this dissertation can come to a conclusion that may give
beneficial recommendations towards companies willing to enter the children?s fashion
market.
Author
• (34404014) RINI DWIWULANSARI H
Contributor
• (NA00000177) MENNO VAN VERTOHAUZEN
• (NA00000477) ALEX VAN DEN BORN
Publisher
Universitas Kristen Petra
Year : 2008
Subject
1. BRAND NAME PRODUCTS-MARKETING
2. CONSUMER BEHAVIOR
Keyword
brand extension, children market, focus group with children, branding for children
Category
s1 - Skripsi/Undergraduate Thesis (International Business Management)
Language
English
Rights
Final Assignment Report No. 00010137/MAN/2008; Rini Dwiwulansari Hermawan (34404014)
The resource(s) is/are owned by the Creator/Contributor.Reproduction & distribution for non-commercial purposes is permitted provided that the credit for the Creator/Contributor and the source are explicitly stated,and no alteration are made
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