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2005, vol. 53, iss. 1-2, pp. 63-71
Upravljanje asortimanom i strategija in-store merchadising-a maloprodavaca brendiranih modnih proizvoda
(The title is not available in English)
Delta Maxi
Keywords: frequencies; percentage; means; Std. Deviation; ANOVA; bivariate correlation and factor analysis
Abstract
The basic goal of research, which results we are demonstrating, is exploring main psychological characteristics of domestic branded-fashion products customers during buying process. Defined merchandising strategy is component part of branded products fashion approach. The main hypotheses which are the base for research are: consumer perception and their knowledge of branded-fashion products make pressure on their preference; the technique of displaying products as an essential ingredient of implemented merchandising strategy determines actual customer choice of it. During realization of the research there has been used standardized scales and after collecting data it had been prepared descriptive statistic.
References
Berman, B., Evans, J.R. (2004) Retail management: A strategic approach. Upper Saddle River, New Jersey: Pearson
Bruner, G., James, K., Hensel, P. (2001) Marketing scales handbook. Chicago, IL: American Marketing Association, Compilation of Multi-Item Measures, Volume II, III
Granger, M. (1996) Case studies in merchandising, apparel and soft goods. Fairchild Books
Paul, J.E., Moormann, K.B., Mills, K.H. (1994) Applied visual merchandising. Englewood Cliffs, NJ, itd: Prentice Hall, november
Tucker, J. (2003) Retail desire design, display and visual merchandising. East Sussex, United Kingdom: Roto Vision
Wingale, J.W., Samson, H.E. (1995) Retail merchandising. Cincinnati, OH: South-Western Publishing
 

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article language: Serbian
document type: Paper
published in SCIndeks: 02/06/2007