文章基本信息

标题：Customers’ Attitude Determinants and Positioning of Different Boutique Houses: A Study on Some Selected Boutique Houses in Dhaka City of Bangladesh
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作者：Md. Akram Hossain ; Sigma Islam ; Shadrul Hassan Himel 等
期刊名称：European Journal of Business and Management
印刷版ISSN：2222-2839
电子版ISSN：2222-2839
出版年度：2014
卷号：6
期号：29
页码：28-35
语种：English
出版社：The International Institute for Science, Technology and Education (IISTE)
摘要：The people of Bangladesh are now becoming fashion conscious. The demands for product of boutique houses are increasing. Customers are leaning towards local and traditional cloths and accessories and they prefer local boutique houses. This paper examines the customers’ attitude determinants for boutique houses and positioning of different boutique houses. Customers of Rang, Shadakalo, Bibiana, Anjans, Nipun and K-kraft have been surveyed for the study. A sample of 50 respondents has been selected based on judgmental sampling for the study. Multiple Regression analysis and multidimensional scaling technique have been conducted for the purpose of the analysis. The finding of the research suggest that price, location, brand name, staff behavior, and exclusive collection of cloths are the variables that affect the customer’s attitude towards boutique houses.
关键词：Boutique House; Customers’ attitude; Positioning