Students

H&M Company |
A Study on Impact of Geographic Location on Customer Buying Behaviour
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A research study on H&M |

1/20/2014
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Table of Contents

1.0 Introduction 3
1.1 Background of the Study 3
1.2 Overview of the Organization 3
1.3 Scope of the Study 3
1.4 Research Aims and Objectives 4
1.5 Research Questions 4
1.6 Success Criteria for the Study 5
2.0 Literature Review 6
2.1 Customer buying behaviour 6
2.2 Buying a Product or Receiving a Service 7
2.3 Customer Behaviour Model 7
2.3.1 Status Confidence: 8
2.3.2 Heterogeneity: 8
2.3.3 Unstable Environment: 8
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
2.6.1 Asia: 9
2.6.2 Europe: 9
2.6.3 North America: 10
3.0 Research Methodology 11
3.1 Methodology of the Research 11
3.2 Philosophy of the Research 11
3.3 Research Design 12
3.4 Research Approaches 13
3.5 Research Strategy 14
3.6 Data Collection Method 15
3.6.1 Primary Data 15
3.6.2 Secondary Data 15
3.7 Sample Size and Methods 15
4.0 Data Analysis and Findings 16
4.1 Data Analysis 16
4.1.1 Employees Surveyed: 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
4.2 Findings 18
5.0 Recommendations and Conclusion 19
5.1 Recommendations 19
5.2 Conclusion 19
References 20
Appendix A 23

List of Figures

1 Logo of H&M 3
2 Five-stage customer buying decision process 6
3 10 steps to research design 13
4 Research Strategy 14
5 Employees surveyed 16
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...