Does the branding of Fashion Clothing Brands like H&M, TOPSHOP, ZARA and Hollister influence Customer Purchasing Behavior?

Does the branding of Fashion Clothing Brands like H&M, TOPSHOP, ZARA and Hollister influence Customer Purchasing Behavior?

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Outline of the dissertation:
1.Abstract
2.Table of Contents
3.Introduction:
3.1Background
3.2Overview of UK fashion clothing market and brief introduce of H&M, TOPSHOP, ZARA and Hollister
3.3Why choose H&M, TOPSHOP, ZARA and Hollister these four fashion clothing brand in this study?
3.4Statement of problem
3.5Main Objective:
3.5.1This study focuses on the whether brand equity factor that influence the customers purchase behavior towards Fashion Clothing Brands like H&M, Topshop, Zara and Hollister.
3.5.2A study to find out the difference and the similarity of the university students purchasing behavior between the Hong Kong students who live or study in the UK and the Taiwan students who live or study in the UK.
3.5.3Brand equity (Brand name, Brand Equity, Brand awareness, Brand loyalty, Brand Association and Perceived Quality) how to influence Hong Kong students who live or study in the UK and the Taiwan students who live or study in the UK purchasing behavior in fashion clothing.
3.5.4Find out the branding of Fashion Clothing Brands like H&M, TOPSHOP, ZARA and Hollister influence Customer Purchasing Behavior of Hong Kong students who live or study in the UK and the Taiwan students who live or study in the UK or not.
3.5.5Objective of the research-(Non-experimental-correlational)
3.6Research questions of the study:
3.6-1Brand loyalty influences the consumer purchase behavior on Fashion Clothing Brand?
3.6-2Does the brand association influence the consumer purchase behavior on Fashion Clothing Brand?
3.6-3Does the brand awareness influence the consumer purchase behavior on Fashion Clothing Brand?
3.6-4Does the perceived quality influence the consumer purchase behavior on Fashion Clothing Brand?
3.6-5Does the brand name influence the consumer purchase behavior on Fashion Clothing Brand?
3.7State the purpose and rationale
4Literature Review:
4.1The importance of brand
4.2Brand name
4.3Brand Equity
4.4Brand awareness
4.5Brand loyalty
4.6Brand Association
4.7Perceived Quality

5Hypotheses of the study:
H1: Students from Hong Kong who have experience of living in the UK have a different perception of Brand between students from Taiwan who live in the UK
H2: Students have difference perceptions because of their difference answers about factors affecting brand equity
(1. Generate a hypothesis from the research; 2. Design a study to test your hypothesis; 3. Formulate predictions based on the hypothesis;)
6Methodology of the study:
6.1Quantitative research method
6.2Survey methods structured-questionnaires
6.3Type of sampling: Non-Random Sampling-Convenience sampling (Research objective: Target 18-25 years old Universitys students who hometown from Hong Kong and Taiwan and study or living in the UK) Target collect around 150-200 respondents
6.4Data is validity and reliability
6.5Data collection: Primary Data- structured-questionnaire; Secondary Data-Reports, government data
6.6Participants/Target Audiences: 18-25 year old Hong Kong University students who live or study in the UK and the Taiwan University students who live or study in the UK.
6.7Apparatus: Structured-questionnaire
6.8Procedure
6.9Methods of analysis: Use SPSS software and excel (Also need to upload with the dissertation paper)
7Processing and Analysis of data
7.1Must use SPSS process, analyze and manage the data from questionnaire
7.2Editing, coding, classification the data from questionnaire
7.3Analyze and interpret the data to test predictions
7.4Tabulation process and analyze the data
7.5Tables and figures analyze the data
7.6Statistical analyze and presentation
7.7Informational adequate statistics
8Hypothesis Testing
8.1Accept or reject the hypothesis
8.2Communicate the results
8.3Refine the hypothesis based on the results
8.4Replicate the study
9ANALYSIS OF THE RESULTS OF THE SURVEY
9.1Study of secondary data
9.2Results of the questionnaire
9.3Discussion and the finding of the study
10Limitation of the research and improvement for the future research
11Conclusion

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