| dc.description.abstract | Nowadays, fashion is an important market and contributes a lot to the economic development of a country. However, the fact that customers now are in favor of foreign clothes, especially those imported from China, Thailand, etc instead of domestic ones. Therefore, this research was conducted with the purpose of finding out the factors affecting the youth when choosing fashion brands.
The research was conducted from February 2013 to May 2013 in Ho Chi Minh City. After reviewing of literature, related theories, a conceptual framework of this study was withdrawn and used to measure the consumer behaviour. The main method of the research is Quantitative method. However, Qualitative method was also used to assist the Quantitative method.
The final results show customers as a whole are affected by products attributes, promotion, the influence of life and advises from other people. The difference is that customers choosing unbranded clothes from China or Thailand are really price- sensitivity while customers of branded clothes (either domestic or global brands) take self-concept as their priority.
Although there are limitations of this study, this study is proposed with some practical implications and recommendations in order to help domestic producers
formulate better strategies and capture the domestic fashion market. | en_US |
