This dissertation examines the consumer buying behaviour for apparel products in one of
the largest European clothing markets, the Netherlands. To make it unique, this research
takes French Connection (FCUK), a British fashion retailer, as the client for the project.
A consumer?s decision to purchase a product consists of five stages: problem
recognition, information search, alternative evaluation, decision, and post-purchase
behaviour. It is a complex process as it differs from one person to another. And there are
many factors affecting this behaviour. Questionnaires are used as the main tool to gather
data about clothing buying behaviour in the Netherlands, as well as the consumers?
perception towards the brand FCUK. The writer believes that understanding the factors
influencing consumer buying behaviour is vital to the success of any companies in
surviving the increasingly competitive business world.

Creator(s)

• (34404031) IVAN LESMANA

Contributor(s)

• ALEX VAN DEN BORN → Advisor 1
• DAVID WILSON → Examination Committee 1

Publisher

Universitas Kristen Petra; 2008

Language

English

Category

s1 – Undergraduate Thesis

Sub Category

Skripsi/Undergraduate Thesis

Source

Final Assignment Report No. 00010138/MAN/2008; Ivan Lesmana (34404031)

Subject(s)

• CONSUMERS-RESEARCH
• CONSUMER BEHAVIOR

File(s)

• jiunkpe-ns-s1-2008-34404031-8883-fcuk_clothing-cover.pdf
• jiunkpe-ns-s1-2008-34404031-8883-fcuk_clothing-abstract_toc.pdf