This research analyzes the handbags buying behavior of young women in the Netherlands,
focused on the decision-making factors. This research is conducted because a handbag
nowadays has become a must-have fashion item for most women because of its ability to help
them increase their self-esteem and confidence. Therefore, this research will be useful for
handbag or clothing companies in the Netherlands and even companies which are going to
enter this country since it can give information about the consumers? decision-making
factors. From this research, those companies can adapt and make suitable strategies in order
to enhance their sales for handbags. The writer uses both primary and secondary data in doing
the research. The main tool for the primary data is questionnaire which will be processed by
SPSS program and also Microsoft Excel. Besides that, the writer will give marketing
recommendation to the companies after interpreting the result from the questionnaire.
Author
• (34404048) CAROLINE KURNIAWAN
Contributor
• (NA00000177) MENNO VAN VERTOHAUZEN
• (NA00000478) DAVID WILSON
Publisher
Universitas Kristen Petra
Year : 2008
Subject
1. CONSUMER BEHAVIOR
2. CONSUMERS-RESEARCH
3. DECISION MAKING
Keyword
consumer behavior, consumer decision making factor, buying behavior, fashion, handbag
Category
s1 - Skripsi/Undergraduate Thesis (International Business Management)
Language
English
Rights
Final Assignment Report No. 00010140/MAN/2008; Caroline Kurniawan (34404048)
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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