Table of Contents
1.2 Overview of the Organization 3
1.4 Research Aims and Objectives 4
1.6 Success Criteria for the Study 5
2.1 Customer buying behaviour 6
2.2 Buying a Product or Receiving a Service 7
2.3 Customer Behaviour Model 7
2.4 Cultural and Social Factors influencing Customer Buying Decisions 8
2.5 Geographical Factors Influencing Customer Buying Decisions 8
2.6 Geographical Locations Covered by H&M 9
3.1 Methodology of the Research 11
3.2 Philosophy of the Research 11
3.7 Sample Size and Methods 15
4.0 Data Analysis and Findings 16
4.1.2 Social Value Consideration by Fashion: 16
4.1.3 Impact of Geographic Location on Customer Buying Decision: 17
4.1.4 Customer Demands Fulfilled by H&M: 17
5.0 Recommendations and Conclusion 19
List of Figures
2 Five-stage customer buying decision process 6
3 10 steps to research design 13
6 Social value consideration 16
7 Impact of geographic location on customer buying decision 17
8 Customer demands fulfilled by H&M 17
1.0 Introduction
1.1 Background of the Study
This research study is based on a critical analysis of the customer buying behaviour in different markets located in different areas. It is often observed that the...