Transcript
CUSTOMER DEMAND FOR FAST FASHION INDUSTRY: DEMAND ON
PRICES UPDATE RATE DESIGN AND BRAND
LI KAI
UNIVERSITI TEKNOLOGI MALAYSIA
PSZ 19:16 (Pind. 1/97)
UNIVERSITI TEKNOLOGI MALAYSIA
BORANG PENGESAHAN STATUS TESIS ּט
JUDUL : CUSTOMER DEMAND FOR FAST FASHION INDUSTRY:
DEMAND ON PRICES UPDATE RATE DESIGN AND BRAND
SESI PENGAJIAN : 2010/2011
Saya ___________________________LI KAI________________________
(HURUF BESAR)
Mengaku membenarkan tesis (PSM/Sarjana/Doktor Falsafah)* ini disimpan di Perpustakaan Universiti Teknologi
Malaysia dengan syarat-syarat kegunaan seperti berikut:
Tesis adalah hakmilik Universiti Teknologi Malaysia.
Perpustakaan Universiti Teknologi Malaysia dibenarkan membuat salinan untuk tujuan pengajian sahaja.
Perpustakaan dibenarkan membuat salinan tesis ini sebagai bahan pertukaran antara institusi pengajian tinggi.
**Sila tandakan ( )
SULIT
(Mengandungi maklumat yang berdarjah keselamtan atau kepentingan
Malaysia seperti yang termaktub di dalam AKTA RAHSIA RASMI 1972)
TERHAD
(Mengandungi maklumat TERHAD yang telah ditentukan oleh
organisasi/badan di mana penyelidikan dijalankan)
TIDAK TERHAD
Disahkan oleh
________________________________ _______________________________
(TANDATANGAN PENULIS) (TANDATANGAN PENYELIA)
Alamat Tetap: CHINA, HEBEI, SHIJIAZHUANG DR. HUAM HON TAT
QIAODONGQU,
DONG DAN TING YUAN Nama Penyelia
12-4-602
Tarikh: 11 MEI 2011 Tarikh: 11 MEI 2011
CATATAN: * Potong yang tidak berkenaan.
** Jika tesis ini SULIT atau TERHAD, sila lampirkan surat daripada pihak
berkuasa/organisasi berkenaan dengan menyatakan sekali sebab dan tempoh tesis ini
perlu dikelaskan sebagai SULIT atau TERHAD.
Tesis dimaksudkan sebagai tesis bagi Ijazah Doktor Falsafah dan Sarjana secara ּט
penyelidikan, atau disertasi bagi pengajian secara kerja kursus dan penyelidikan, atau
Laporan Projek Sarjana Muda (PSM).
“I hereby declare that I have read this thesis and in my
opinion this thesis is sufficient in term of scope and quality for the
award of Bachelor Degree in Management (Technology)”.
Signature : …………………………
Name of Supervisor : DR. HUAM HON TAT
Date : 11 MAY 2011
CUSTOMER DEMAND FOR FAST FASHION INDUSTRY: DEMAND ON
PRICES UPDATE RATE DESIGN AND BRAND
LI KAI
A report submitted in partial fulfillment of
the requirement for the award of the degree of
Bachelor of Management (Technology) Conferment
Faculty of Management and Human Resources Development
Universiti Teknologi Malaysia
MAY 2011
I declare that this thesis entitled “Brand Equity in Automotive Sector” is the result of my
own research except as cited in the references. The thesis has not been accepted for my
degree and is not concurrently submitted in candidature of any other degree.
Signature : _________________
Name : LI KAI
Date : 11 May 2011
This research is especially to my beloved mother and father and friends for their
kindness and support and everything they have done for me
Thanks
ACKNOWLEDGEMENT
There are many people helping me to complete this Bachelor of Management
(Technology) thesis writing. I would like to take this opportunity to express my gratitude
to all who have helped me during this thesis writing period.
First of all, I would like to express my thanks to my supervisor, Dr. Huam Hon
Tat. He always provided inspiration and encouragement for me during discussion
meetings. He also gives an opinion or comment on the works that I already done for
further improvement.
Secondly, I would like to express my thanks to all my respondents who Malaysia’
people. They are kindly spending their times to answering the questionnaire. I
appreciated with answers that give by all respondents. Their participation and
involvement in the research are highly appreciated.
Thirdly, I would like to express my thanks to all my friends and course mates
who are willing to helping and supporting me to complete this thesis writing. When I am
stressful doing the thesis writing, they are willing spend their times to talks with me. I
am very appreciated this supportive conservation with them.
Finally, I would like to express my thanks to my family. My family not only
financially support me doing the thesis writing, but the most important thing is they are
my strong background supported me during this difficulties time period.
ABSTRACT
In today’s world, fashion was become more and more important in people's life.
In lights of this observation, this study aims to study relationship between customers
loyalty with the factors which are price, design, update rate and brand in the city square
in order to better measure the demand level. Three objectives were developed to address
the purposes of the study which were (1) To identify the demand of customer for fashion
products. (2) To identify the factors that the fast fashion can attract the consumer. (3) To
identify the relationship between Customer loyalty and those factors. Review on other
literatures and previous researches on related matter were carried out to address these
objective. Descriptive Analysis (frequency, percentage and mean) and Linear Regression
Analysis was used in this research to measure the relationship among each dimension,
which dimension is most preferred to affect the customer’s loyalty by fast fashion. The
results show that design is dimensions that have most impact towards fast fashion. All
the four dimensions of customer demand have a direct relationship among each others.
And lastly the design and brand is highly affecting the customer’s loyalty.
ABSTRAK
Pada masa kini, dapat dilihat fesyen menjadi semakin penting dalam kehidupan seharian
manusia. Kajian ini adalah untuk mengkaji hubungan diantara kesetiaan pelanggan dengan beberapa
faktor lain seperti harga, rekabentuk, tahap pembaharuan dan jenama. Kajian ini telah dilakukan
dengan mengambil maklumat dari pasaraya City Square supaya boleh mengukur tahap keperluan
dengan lebih mendalam. Tiga objektif telah dibuat untuk mengukur tujuan kajian ini di mana objektif
pertama ialah untuk mengenalpasti permintaan pelanggan berkenaan dengan produk fesyen, objektif
kedua pula ialah untuk mengenalpasti faktor Fast Fashion yang boleh menarik perhatian minat para
pelanggan dan objektif yang ketiga ialah untuk mengenalpasti hubungan diantara kesetiaan
pelanggan dan faktor tersebut. Literatur dan kajian lepas yang dibuat oleh pengkaji lain telah dikaji
untuk dikaitkan dengan objektif berkenaan. Analisis deskripsi (kekerapan, peratusan dan purata), dan
regresi ganda telah digunakan dalam kajian ini untuk mengukur hubungan antara setiap dimensi dan
menentukan dimensi yang paling memberi kesan terhadap tahap kesetiaan pelanggan dalam
persekitaran fast fasyen. Hasil kajian menunjukkan bahawa rekabentuk merupakan dimensi yang
paling menyumbang kepada fast fesyen. Keempat-empat faktor bagi tahap permintaan pelanggan
mempunyai hubungan antara satu sama lain. Dan akhir sekali ialah rekabentuk dan jenama
mempunyai kesan yang paling tinggi terhadap tahap kesetiaan pelanggan.
TABLES OF CONTENT
CHAPTER TITLE PAGE
TITLE i
DECLARATION ii
DEDICATION iii
ACKNOWLEDGEMENT iv
ABSTRACT v
ABSTRAK vi
TABLE OF CONTENTS vii
LISTS OF TABLES xi
LISTS OF FIGURES xiii
LIST OF ABBREVIATIONS xiv
LIST OF APPENDICES xv
1 INTRODUCTION
1.1 Background of the study 1
1.2 Background of research place 4
1.3 Problem Statement of the Study 4
1.4 Research Question 6
1.5 Purpose of the study 6
1.6 Scope of the study 7
1.7 Significant of the Study 7
1.8 Scope of the study 8
1.9 Limitation of the study 8
2 LITERATURE REVIEW
2.1 Introduction 9
2.2 Defining Fast apparel industry 9
2.3 Leading time 10
2.4 The Fast apparel industry process 11
2.4.1 Zara fast imitation 12
2.4.2 H&M fast imitation 12
2.5 Fast apparel industry supply chain 13
2.5.1 Zara conformity Supply chain 14
2.5.1.1 Production line’s conformity 15
2.5.1.2 Physical distribution conformity 16
2.5.1.3 Retail sales conformity in the sale 17
2.5.1.4 Subtotal 17
2.5.2 H&M conformity Supply chain 18
2.5.2.1 ICTs introduction 19
2.5.2.2 ICTs advantage 19
2.5.2.2 ICTs conformity supply chain 20
2.6 Increase Cost Effective 22
2.6.1 Zara increase the cost effective strategy 22
2.6.2 H&M increase the cost effective strategy 24
2.7 Conclusion 25
3 METHODOLOGY
3.1 Introductions 26
3.2 Research Design 26
3.3 Research Framework 28
3.4 Data Collection Method 29
3.4.1 Primary Data Collection 29
3.4.2 Secondary Data Collection 29
3.5 Population and Sampling 30
3.6 Research Instrument 31
3.7 Data Analysis Method 31
3.7.1 Descriptive Analysis 32
3.7.2 Correlation Analysis 33
3.8 Conclusion 34
4 FINDINGS AND ANALYSIS
4.1 Introductions 35
4.2 Reliability Analysis 36
4.3 Demographic Data 37
4.3.1 Gender 37
4.3.2 Ethnic 38
4.3.3 Age 38
4.3.4 Occupation 39
4.4 Identify the demand of customer for fashion 40
4.4.1 Fashion Retailer 40
4.4.2 Budget of purchasing 41
4.4.3 Frequent of purchase 42
4.4.4 Clothing Store/ Brand of choose 43
4.5 Identify the factor that fast fashion can attract
the customer 44
4.6 Identify the relationship between customer loyalty
and those factor 47
4.7 Conclusion 49
5 CONCLUSION AND RECOMMENDATION
5.1 Introductions 50
5.2 Research Conclusion 50
5.2.1 Demand of customer for fashion product 51
5.2.2 Factors that the fast fashion can attract the
consumer 52
5.2.3 Relationship between Customer Loyalty and
those factors 53
5.3 Recommendation 54
5.3.1 Recommendation for marketers 55
5.3.2 Recommendation for future researcher 55
5.4 Conclusion of the study 56
REFERENCES 57
APPENDICES 63
LIST OF TABLES
TABLE NO. TITLE PAGE
3.1 Determining Sample Size from Population 3
3.2 Method of Analysis for Objective Research 31
3.3 Level of Mean Score 33
4.1 Reliability Analysis 36
4.2 Frequency Distribution of Respondent based on Gender 37
4.3 Frequency Distribution of Respondents based on Ethnic 38
4.4 Frequency Distribution of Respondents based on Age 39
4.5 Frequency Distribution of Respondents based on occupations 39
4.6 Frequency Distribution of Respondents based on aware
of fast fashion retailers 41
4.7 Frequency Distribution of Respondents based on
budget of purchasing 41
4.8 Frequency Distribution of Respondents based on times of
purchase 42
4.9 Frequency Distribution of Respondents based on Clothing
brand of choose 43
4.10 Summary means for all dimensions’ question 44
4.11 Summary result of consumer attract dimension level of
respondents towards Fast Fashion factors 46
4.12 Model Summary of Regression 47
4.13 Result of Multiple Regression Analysis 48
LIST OF FIGURES
FIGURE NO. TITLE PAGE
2.1 ZARA Supply Chain 14
2.2 H&M Supply Chain 18
3.1 Classification of Research Design 27
3.2 Flow Chart of Research Process 28
LIST OF ABBREVIATION
SPSS : Statistical Package for Social Science
UTM : Universiti Teknologi Malaysia
LIST OF APPENDICES
APPENDIX TITLE PAGE
A Questionnaire 63
B SPSS Data Analysis 69
CHAPTER I
INTRODUCTION
1.1 Background of the study
The principle underpinning fast fashion is the reduction of lead times to get
product from concept to consumer (Barnes and Lea-Greenwood, 2006; Sull and Turconi,
2008).
Fast fashion is a concept whereby retailers orientate their business strategies to
reduce the time taken to get fashion product into store, working on a system of in-season
buying so product ranges are consistently updated throughout the season. The fast
fashion approach also takes into account the nature of consumer demand representing a
move away from supply chains driven by manufacturer or designer “push” to demand
chains driven by consumer “pull” (Doyle et al., 2006). Therefore, underpins the fast
fashion concept the furtherance is lead time and consumer demand:
Fast fashion is a business strategy which aims to reduce the processes involved in the
buying cycle and lead times for getting new fashion product into stores, in order to
satisfy consumer demand at its peak (Barnes and Lea-Greenwood, 2006, p. 259).
The inclusion of consumer demand as a facet of fast fashion suggests a
broadened theory of fast fashion, building on the in season buying and reduced lead time
concept to incorporate “newness” as a key feature of fast fashion, in other words,
continual renewal and updating of ranges and merchandise delivered to the store.
Fast fashion has become a key feature of the UK fashion industry over the last
decade. Although it was initially regarded as a niche concept offered by a few key
players such as Zara and H&M, the concept has now been adopted in one form or
another by virtually all the key own-label retailers in the UK fashion market (Baker,
2008 and Just-Style, 2009), using improved and more efficient supply chains to be more
responsive to changing trends and consumer demand.
A combination of factors has taken place in the fashion market which has
contributed to the rise of fast fashion. Fashion trends work along the principle of product
lifecycle (PLC) management whereby products have a limited time in the market place
from their introduction to decline (Bruce and Barnes, 2005). There has been a decline in
the length of fashion PLCs which has put pressure on retailers to replenish more
frequently as they simply need more product ranges to keep up to date. The PLCs of
fashion products have decreased from months to weeks and even days (Barnes et al,
2007).
Consumers have become increasingly fashion “savvy” and are interested in
fashion and appearance for longer, therefore the size of the market for fashion product
has increased (Bruce and Daly, 2006; Mintel, 2009). It is suggested that the phenomenal
growth in media and magazine availability and its coverage of fashion has contributed to
this growth in the fashion aware consumer (Barnes et al., 2007; Doyle et al., 2006). As
consumers become more confident about fashion, the growth in demand for new fashion
product increases and in the UK fashion consumers now want ever changing styles
(Bruce and Daly, 2006; Barnes, 2008).
Mintel (2007) identified the importance of media in influencing trend searching
behavior on the high street whereby consumers look to magazines for ideas about the
latest trends and then actively search for these key pieces. Weekly glossy magazines in
particular have been identified as key information providers and increasingly television
shows also have a strong fashion focus. Indeed fashion pervades all aspects of the media
from broad sheets to tabloid newspapers, popular television shows to serious
documentaries and is a particular feature of the twenty first century zeitgeist. Catwalks
have traditionally been the drivers of fashion and Zara’s fast fashion proposition has
been based on the interpretation of catwalk trends (Doeringer and Crean, 2006; Sull and
Turconi, 2008).
However, celebrity driven trends are also phenomenally important at high street
level as fashion consumers look to celebrities (usually through the weekly magazines) as
style advisers (Crompton, 2004). This interest in fashion means that consumers are
shopping more frequently as demand is driven by weekly magazines and daily television
shows, so they expect to see new looks and the latest pieces every time they shop
(Barnes, 2008). Fast fashion is being driven by catwalk styles, celebrity looks and the
desire for newness, particularly those items identified in the media which create interest
and drive high levels of consumer demand.
1.2 Background of research place
Nowadays, younger love fashion and like to go shopping mall. Fashion has
become an integral part of them. City square strategically located right in the center of
the City of Johor Bahru state. City Square Shopping Mall offers an array of exciting
lifestyle shopping, food and entertainment. It is spoilt for choices with over 150 fashion
stores to choose from, and the average daily flow of more than 7,000 people (City
Square Statistics). Focus there a lot of people who love fashion. Here is a stylish
gathering place in the Johor Bharu. In this study, the city square huge flow of people
provided us with good samples.
1.3 Problems Statement of the Study
The theoretical underpinning of fast fashion is derived from the literature of
supply chain management. It is now a key concept for firm established within the
context of fast fashion with effective management of the supply chain. In order to
improve responsiveness of supply chains in the fashion industry, several concepts have
been made and introduced such as:
a) Just-in-time (JIT) – Bruce et al. (2004) addressed JIT in a fashion context to be
the delivery of finished goods to meet consumer demand rather than holding
expensive inventory.
b) Agile supply chains – Addressed by Christopher et al. (2004) and Bruce et al.
(2004), describing shorter, more flexible, demand driven supply chains. The key
difference in agile supply chains, according to Christopher et al. (2004) is that
they are driven by information such as market data and information-sharing
between businesses in the supply chain. To fulfil consumer demand for fast
fashion, attention has been paid to the ability to respond to dynamic fashion
consumer demand. Bergvall-Forsberg and Towers (2007) address this and
suggest that sourcing garments closer to consumer markets, particularly in
continental Europe creates agile supply networks.
c) Quick response – synonymous with the textile and apparel supply chain more
recently applied to fashion forward garments (Christopher et al., 2004; Giunipero
et al., 2001). Fernie and Azuma (2004) focused on the notion of integration and
collaboration in quick response to improve supply chain efficiency.
d) Demand chains – in a study outside the fashion industry, the concept of having
customer focused supply chains was defined by Treville et al. (2004) as
“efficient physical supply of the product”.
Fast fashion is about the ability to react to trends and improve response times
(Hayes and Jones, 2006), therefore fast fashion is linked with the concept of supply
chain management and quick response (Barnes and Lea-Greenwood, 2006; Sheridan et
al., 2006). Therefore, analyzing these supply chain concepts, the notion of fast fashion is
characterized by interrogation of supply chain theories with the fashion consumer at its
heart. Indeed, the paper by Barnes and Lea-Greenwood (2007) went some way to
provide a thorough review of the extant literature in this field, alongside empirical
evidence to develop a greater understanding of the fast fashion concept, developing a
research framework and concluding that at the crux of the fast fashion strategy was an
orientation which is responsive to consumer demand. Therefore, the natural extension of
empirical research would appear to be an exploration of fast fashion within the retail
environment where consumer demand meets the conclusion of the supply chain.
1.4 Research Questions
1. What is the demand of customer for fashion?
2. What factors that the fast fashion can attract the consumer?
3. Is there the relationship between Customer loyalty and those factors?
1.5 Purpose of the study
Recently there are increasing apparel companies compete in the market and
create closure environment, and all the apparel companies are offer different way to
attract the consumer base on own creativity. The purpose of the study is to identify the
demand of the customer for fashion. Moreover, this study also carried out in order to
identify the factors that the fast fashion can attract customer. Lastly, this study also
carried out to identify the relationship between customer loyalty and the relationship
with the factors that attract customers.
1.6 Objective of the study
Overall, there are three objectives for this study. There are:
1. To identify the demand of customer for fashion products.
2. To identify the factors that the fast fashion can attract the consumer.
3. To identify the relationship between Customer loyalty and those factors.
1.7 Significance of the study
The study is important in many ways, especially to understand people's views on
fashion. Besides that, it also provides the useful information for the marketer and
company. This can make the marketing process going smooth and help the company in
make the best decision to the company, find the best production and sales methods.
Through this study also, apparel companies can adjust their production patterns and
determine the suitable and appropriate marketing strategies to get more market share and
continue to compete in the competitive market.
1.8 Scope of the study
The studies will focus to the City Square Shopping Mall user. The entire
respondent is based on the finding that retrieved by the observation done in City Square
Shopping Mall. A survey was conducted and distributed at the shopping mall and
targeted on fashion customers by randomly selected.
1.9 Limitation of the study
When do the research, there are some limitation need to be draw attention to. The
sample for this research was only gathering the data from the consumer of City Square
Shopping Mall. The findings may not represent the same as others consumer perceptions
in fast fashion in Malaysia. Other than that, the result only show current situation, it may
change or different in the future research.
Besides that, the others limitation is the willingness of the respondents to answer
to questionnaire. Most of the respondents just simply fill up the answer and not even
have a clearly understanding of the question that being ask.
CHAPTER II
LITERATURE REVIEW
2.1 Introduction
This chapter consists of the definition of fast apparel industry and the leading
time, the fast apparel industry process, supply chain, the methods of increases Cost-
effective and fast apparel industry development.
2.2 Defining Fast apparel industry
Fast fashion is a contemporary term used by fashion retailers to acknowledge that
designs move from catwalk to store in the fastest time to capture current trends in the
market (Hines, Tony, and M. Bruce. 2001). This has developed from a product driven
concept based on a manufacturing model referred to as "quick response" developed in
the U.S. in the 1980 and moved to a market based model of "fast fashion" in the late
1990s and first part of the 21st century. Zara have been at the forefront of this fashion
retail revolution and their brand has almost become synonymous with the term but there
were other retailers who worked with the concept before the label was applied such as
Benetton (Hines, T. 2001). Fast fashion has also become associated with disposable
fashion because it has delivered designer product to a mass market at relatively low
prices. Fast fashion is a term used to describe clothing collections which are based on
the most recent fashion trends presented at Fashion Week in both the spring and the
autumn of every year (Muran, Lisa,2007). These trends are designed and manufactured
quickly and cheaply to allow the mainstream consumer to take advantage of current
clothing styles at a lower price. This philosophy of quick manufacturing at an affordable
price is used in large retailers such as H&M, Zara, and Topshop. According to the data
demonstrated that each consumer one year patronized ZARA equally 17 times, but the
profession had equally 3 to 4 times (S.G. Hayes and Nicola Jones, 2006).
2.3 Leading time
Now competes the intense commercial society, the efficiency and the speed is
getting more and more important to enterprise's success. If the enterprise has grasped the
efficiency and the speed, can grasp the market taking the initiative, the capture profit
opportunity. Famous clothing enterprise INDITEX and H& M is by the unique operation
pattern, reduces the leading time, to market demand change rapid reaction. Thus
succeeds in the clothing industry, leads the apparel industry the tidal current.
Actually what is the leading time? The leading time is refers to a clothing by to
design the time which the sell needs. What advantage reduces the leading time to be able
to bring for the enterprise? We may compare with the clothing the fruit, the fresh fruit
can sell good. Demonstrated according to the material that the computer product
depreciates every day about 0.1 percent, but the fashionable clothing daily rate of
depreciation reaches as high as 0.7 percent. (Lang Xianping, 2006).
The more fashionable clothing's demand is unstable, therefore the fast leading
time can let the clothing company to the market tidal current rapid reaction, this then
enhances clothing's value, but may also let the company not need to complete the
massive end product clothing in advance, reduces the goods in stock expense and the
goods in stock risk (Murphy, C., 2005). The short leading time may also cause the
company to reduce to the tidal current forecast question, avoids producing not the
clothing which is welcome the customer, thus avoids the company storing up because of
the predictable error the clothing, may also avoid the loss which promotes sales by the
discount causes, enhances the group overall finally the profit margin.
2.4 The Fast apparel industry process
ZARA and H& M is not an inventor, but is the fast reactor. They do not crave in
the creation tidal current, but to already exist in the tidal current carries on the rapid
reaction. ZARA and H&M the reason that the rapid reaction pattern the success, is really
because they can just appeared in the fashion trend, the accurate recognition and
promotes the corresponding clothing design rapidly, thus fast response tidal current. In
fact, they will only choose most receive the tidal current clothing which the customer
will welcome, will improve, will thus create massively the clothing design which in a
short time is welcome the customer.
2.4.1 ZARA fast imitation
ZARA will send for from all over the world the special record young fashionable
leaders to put on is dressing up, also from media and so on profession association,
fashionable clothing release conference will collect each kind about the fashion
information. Guaranteed that oneself can grasp the customer personal status rapidly the
transformation. ZARA is having 200 people of design teams in Spain, the huge design
team obtains the design spirit lid from the regional collection's fashionable clothing
information, and this causes ZARA to be possible to produce the extremely numerous
designs every year the fashionable clothing.
In 2004, ZARA then promoted has surpassed 12,000 model of fashionable
clothing. ZARA entire team in INDITEX headquarters work, therefore discusses, the
verification, the authorization to be very rapid. Once the design is approved to pass, the
production instruction may issue the factory immediately. From the design to the
production, may two days complete most quickly (Carmen Lopez and Ying Fan, 2009).
But the body for fashionable clothing designer's GAP, solely is the design usually also
achieves 2 to 3 months (Wells, J.R. and Raabe, E.A., 2005). But ZARA had already
produced in this period of time many in 6 model of fashionable clothing.
2.4.2 H& M fast imitation
Is the same with ZARA, H& M has also adopted the fast imitation strategy. It not
places the main energy and the resources on the self-style clothing which how to create
most passes through, but how concentrates the majority of resources to absorb fast the
newest tidal current information, the goal is must the best creativity quickest duplication.
Does not need to create the tidal current not to represent personally does not need
to find out by secret inquiry the customer personal status. H& M invested many
resources in this aspect. Depends upon information system's auxiliary, H&M designer
may grasp very quickly to receives the design which the customer welcome, thus
strengthens this series the design. Thus the designer may obtain the regional tidal current
trend to design their main source fast (Larenaudie and S.R., 2004). This procedure's
advantage reduces the design time, achieves reduces the leading time the goal, moreover
may reduce produces is not welcome the customer the design the risk.
Thus it can be seen, ZARA and H& M is not the tidal current inventor, but is the
fast reactor. Through the choice fast imitation tidal current fashion, causes them not to
need to guess the fashionable clothing tendency, in reduces the inventory risk in the
situation, reduces the design greatly the fermentation time, thus achieves the fast
imitation, the rapid reaction, satisfies the consumer by the quickest speed to the fashion
need.
2.5 Fast apparel industry supply chain
This section we will study the fast apparel industry supply chain, we use two
different company’s supply chain which is ZARA and H&M.
2.5.1 ZARA conformity Supply chain
ZARA has not depended upon the high tech the information system, is mainly
through the conformity, the highly effective nimble supply chain reduces the leading
time highly. It has her textile mill and the clothing processing factory, moreover in the
European some main area establishment independent physical distribution transportation
enterprise, nearly has also controlled the dress designing, the production, the physical
distribution as well as the sales entire supply chain(D’Andrea, G. and Arnold, D., 2002).
Design Department Production
Retail sales conformity in the sale Physical distribution conformity
Figure 2.1: ZARA Supply chain
1. Fast imitation 1. Material supply
2. Coordinate cooperate production
3. Concentrates European
1. Automation physical distribution
allocation center
2. Speed supreme transportation
3. Open new physical distribution center
4. Establishes the workshop in the Americas
1. POINT OF SALES
2. Feedback
2.5.1.1 Production line's conformity
In the purchase aspect, INDITEX has freedom cotton material company
COMDITEL, COMDITEL produces 89 percent the cotton material is for should ZARA,
not only like this may speed up the ZARA purchase the speed, but may also coordinate
ZARA the production. At the same time, ZARA also has more than 260 cotton material
suppliers momentarily to await orders (Ghemawat, P. and Nueno, J.L. 2003). Such huge
supplier quantity besides weakens they respective bargaining power, also has
safeguarded raw material stability, fast and low price supply.
In the production aspect, ZARA has more than 20 to be responsible for highly the
automated working procedure specially located at Spain's capital crowded innate factory.
Except the manpower crowded tailoring work, the ZARA 50 percent clothes are by the
innate plant production, hit confirms a guarantee with the guarantor has proven fast, the
nimble characteristic(Ghemawat, P. and Nueno, J.L. 2003).
The ZARA purchase raw material and the production concentrate in Europe. In
purchases, 95 percent cotton materials are come from Europe, this reduces the time
which greatly the purchase needs. In produces, the ZARA production base also
concentrates in Europe, the majority fashionable clothing producers can based on the
cost consideration, shift the production line to some labor cost low country. But ZARA
about 80 percent fashionable clothing can in the European area production, only then
about 20 percent fashionable clothing only then in the low cost area production.
Concentrates Europe's purchase and the production speeds up ZARA the production and
the allocation speed (Mazaira, A., Gonzalez, E. and Avendan˜ o, R., 2003).
2.5.1.2 Physical distribution conformity
ZARA has a huge physical distribution allocation center in LA CORUNA. This
physical distribution center located at transportation key position. In there, some about
200 kilometers underground conveyer belts connect LA CORUNA the physical
distribution allocation center and the ZARA factory, moreover there also has the most
advanced optics read tool, each hour can choose and sort surpasses 60,000 clothes.
ZARA through the reduction to the artificial dependence, the goods transportation error
ratio is only 0.5percent (Tiplady, R., 2006).
The ZARA production program surpasses 80 percent to carry on Europe, may
arrive at the European staple market fast, but the basic design, and may from Asia and so
on low cost local production. Because of geographical position's superiority, 75 percent
goods are transport to Europe's each chain store by the freight transportation contractor
from the physical distribution center with the truck, guarantees in two days to arrive, not
only ships the cost to be low, moreover the speed is quick(Liz Barnes and Gaynor Lea-
Greenwood, 2006). Transports to the far sale point the cargo by Europe's yieldly, for
example US and Japan chain-like, ZARA will do not hesitate the cost, will transport to
this area directly by the airplane. But other competitor based on the cost consideration,
only will often use the ship to transport, in the middle of this already phase difference
many days. The ZARA physical distribution efficiency in the apparel industry already
was best.
When ZARA expands, its cargo productivity in the growth, the physical
distribution capacity will be also saturated, thus has delayed its fast leading time. Before
the crisis has not appeared, ZARA already spent 100,000,000 Euros to open a new
physical distribution center in Spain's ZARAGAOZA. ZARAGOZA is the railroad and
road's key position, is also very near to the international airport. The advantageous
position raised the physical distribution efficiency (Lang 2006).
Because of the north and south hemisphere season's difference, so ZARA in
Americas' Argentina, Brazil and Mexico sets up the warehouse (D’Andrea, G. and
Arnold, D., 2002). The coordinate north and south ball's season difference, saves the first
end product in the Americas. When season change, South America ZARA has the tidal
current fashionable clothing's store first.
2.5.1.3 Retail sales conformity in the sale
ZARA has used POINT OF SALES. This system through the goods bar code's
scanning, may real-time collection data and so on store each kind of sale, inventory, and
stock. Moreover, it may also feed in customer's personal status information the
headquarters (Liz Barnes and Gaynor Lea-Greenwood, 2006). The ZARA design
department work's designer obtains these information, thus grasps the market tidal
current fast, designs fashionable clothing which the customer likes.
2.5.1.4 Subtotal
ZARA to the leading time's control is the apparel industry maximum level. Its
leading time's reduction relies on supplies chain's high conformity. From designs the
retail sales, ZARA makes the altitude control. In the production, the outsourcing
production and the automated innate factory cooperates mutually highly the coordination,
causes the production to be faster, and is more nimble. The physical distribution aspect,
the highly effective physical distribution allocation center and the transportation pattern,
raised the allocation speed, POINT OF SALES to the information transmission, causes
the designer to grasp the fashion trend rapidly. The fast nimble supply chain enables
ZARA to respond customer's demand by the quickest speed.
2.5.2 H&M conformity supply chain
H&M mainly places the attention in information system's conformity. H&M
takes ICTs. ICTs can connect the entire supply chain, reduces the time which each
procedure needs, causes the procedure the engagement to be smoother. H&M insisted
that self-management all branch stores, make the information the circulation to be
quicker, enable ICTs the effect to obtain a fuller display (Larenaudie, S.R. 2004).
Figure 2.2: H&M Supply chain
Retail Stores
Design
Department
ICTs Platform Physical
distribution
Department
Procurement
Department Manufacturer
Goods
Information
Customer
preference
information
Sales records
Inventory records
Design
samples
Sales records
Inventory records
Order
Inventory
records
2.5.2.1 ICTs introduction
ICTs is Information and Communication Technologies, is mainly refers to applies
each kind of communication software and the equipment provides each kind of
application and the service. Main application in long-distance study, long-distance work,
video frequency conference, management information system and inventory control.
Perhaps you will discover that these so-called communication technology will be very
actually similar with our commonly used computer communication tool. Actually the
science and technology is not a key, more importantly ICTs was H&M has brought
anything. ICTs were at least H&M has brought the information and the communication.
2.5.2.2 ICTs advantage
The information aspect, may share various shops each model of clothing's sold
note with the aid of the ICTs, H&M department, the design department may act
according to these information to obtain customer's fondness, the physical distribution
department may act according to the goods in stock information prompt supplement
goods, the purchase department may increase the customer according to the sold note to
welcome the design the output. The information causes the decision-making to be more
accurate smoothly and quickly. According to the customer demand decided that
increases production some designs is very difficult, if the leading time is not very short,
after the production increase clothing completes, maybe this design already was not
popular(Bruce, M., Daly, L. and Towers, N. 2004).
The communication aspect, ICTs is connecting each department's information
communication. This is very important to entire supply chain's connection. Each
department's work relates in together. ICTs can enable them a better communication,
this to reduces the leading time to have the very major function.
2.5.2.3 ICTs conformity supply chain
ICT can be the real-time transmission sold note help the designer to obtain
customer's fondness, thus enhances them to the tidal current reaction time. Reduces time
taken to design fashionable clothing's. This and ZARA is the same, how do they take
seriously to grasp the customer to like. Draws support from the advanced science and
technology again, the time which the H&M design clothing uses may reduce.
The new development's fashion design can transmit to the purchase department;
the purchase department primary cognizance gives these designs and production
quantity the production department to contact the appropriate producer. The purchase
department will also give the production department according to the sold note issuing
production increase order (Larenaudie, S.R. 2004). These are complete through ICT.
Had this technical auxiliary, may save the time which between the department
communicates.
H&M has 22 Production departments distribute in the world. 10 are distributed
Asia, 10 in Europe, other two in Africa and Americas. Production department primary
cognizance coordinated and monitoring clothing producer. These 700 producers have 60
percent are located at Asia; close 40 percent are located at Europe, other distributions in
the world (S.G. Hayes and Nicola Jones, 2006).
H&M has 40 percent producers to be located at Europe, they mainly produce the
fashion the clothing, like this may let tidal current design fast arriving at staple market
Europe. Other basic designs by 60 percent Asian producer production, because the basic
design to the leading time's demand is not very big, therefore may through produce as
well as the water transportation in Asia reduces the cost. And communication between
the transnational departments must certainly realize through ICT, H&M also give dual
attention to the leading time and the cost with the aid of ICT.
Reviews ZARA, its producing area distribution and H&M are different. It has
surpasses 80 percent production program is carries on Europe, although the leading time
further reduces, the cost will actually rise. ZARA thought that controls the leading time
to be more important than the control cost.
The producer's clothing general first transport delivers the physical distribution
center to carry on the classification, after undergoing automated the local divergence
procedure, ships again after the outsourcing pick-up service company to the regional
divergence center. The H&M physical distribution center is very effective. Because its
plenary powers control entire supply chain's each link, but also has ICT auxiliary, the
overall system processes every day equally the cargo achieves 1,640,000, each link is by
surpasses 2300 staffs to control(Lang Xianping,2006). H&M processes every day cargo
quantity is huge, the cargo process's procedure is complex, and mass data
communication which between departments involves all carries on by the ICT system.
After the cargo arrives at the branch store, branch store POINT OF SALES will
collect the sold note, the ICT terminal feeds in the sold note the headquarters the ICT
platform. Hence the entire supply chain undergoes a circulation, passes through each
procedure by ICT (Larenaudie, S.R. 2004).
2.6 Increases Cost-effective
ZARA and H&M Wants achievement “the inexpensive fashion”, they must
reduce the cost, like this can create the huge profit for them. How to give dual attention
to the leading time to reduce enterprise's operation cost.
2.6.1 ZARA increases the Cost-effective the strategy
Reduces the leading time to cause the cost the enhancement, to make up this loss,
ZARA has mainly adopted four methods.
1. ZARA each design's output little drinks does not stop promotes the new product,
enables customer's shopping desire to obtain the promotion, only then little the
partial commodities will store up, the majority goods can sell by the positive
valance. Generally, ZARA are most only then 18 percent clothing’s not to
conform to customer's taste, needs to discount the sale, this is only half
profession average (S.G. Hayes and Nicola Jones, 2006). In addition, to save the
cost, ZARA will not use the expensive designer, because they only will be the
tidal current fast with the follower, will not be unnecessary to invite the name
brand the designer (Tiplady, R. ,2006).
2. They will not have the huge propaganda, its propaganda cost will only account
for the total sales volume 0.3 percent, will be lower than the profession
horizontal 3.5 percent (Tiplady, R. 2006). Does not use the expensive propaganda
strategy is not gives up communicating, they increase customer's feedback
channel through the different method, collects customer's opinion. Strengthens
using the email with customer's communication. These are the low cost and the
high efficiency propaganda and the communication strategy. Moreover, ZARA
the commodity demonstrates and the display window design to the shop in is
fastidious. The superior geographical position and in the characteristic shop
designs, lets ZARA have the attraction (Lang Xianping, 2006).
3. In the production process, they do not have the laborer crowded factory, but will
produce the clothing next life with Spanish and Portugal's some small processing
factory conclude and sign contract, will be quite weak because of the small
factory's bargaining power, like this will be more advantageous to the control
product cost(Lang Xianping,2006). The factory majority staffs are the non-inside
helpers, these people mostly live in the small town or the village has not
requested too high to the wages.
4. ZARA uses the information system is UNIX, relative present quite universal
Microsoft windows or the LINUX operating system, the UNIX system operates
Chen this to be obviously low, every year only needs 200,000 Euros(Tiplady,
R. ,2006). The ZARA dependence is not the advanced operating system, but is
the simple system can coordinate the effective information communication.
Reduces the leading time the strategy is the ZARA main superiority.
2.6.2 H&M increases the Cost-effective the strategy
Sells the cheap fashionable clothing is the H&M important competitive power.
Therefore to reduce the cost, H&M has mainly used the reduced middle link, in the low
cost area production and the economies of scale strategy.
1. H&M is an importer, is also the retail merchant, nearly plenary powers has
controlled the entire supply chain's operation, reduced the business agent to earn
the profit the opportunity. H&M was only the outsourcing has produced and
ships the procedure, but the outsourcing production might reduce the non-core
business the expenditure, the choice outsourcing shipped may also reduce the
cost(Liz Barnes and Gaynor Lea-Greenwood, 2006). H&M through controls
supplies the chain majority, gains more profits.
2. In the H&M 700 contract producer has 60 percent to be located at Asia (S.G.
Hayes and Nicola Jones, 2006). Asia is the production cost quite low area,
because the commodity main supply comes from the low production cost area,
therefore the cost control is quite relaxed.
3. Through uses ICT, many producers may obtain the production increase
information fast from the production department, will be also easier to the future
demand to grasp. The H&M producer only makes the very few productions in
advance, main production after sale data analysis increases production. This kind
of pattern only then the very short leading time only then may carry on. The
producer is only comes according to the information to purchase the cotton
material massively in advance, later working procedure for example dyeing and
tailor before obtaining the order form to confirm will not carry on. Like this both
may control the cost, and may maintain the flexibility.
2.7 Conclusion
From the previous study, we can conclude that the nature of fast fashion industry
is a fast reaction. For quick response, it must integrate processes, a rapid, efficient and
flexible supply chain to reduce lead time. In reducing the lead time, we must also
consider the cost-effectiveness and lead time of balance.
CHAPTER III
METHODOLOGY
3.1 Introduction
In this chapter, the whole methodology concept of the research will be discussed.
Throughout this chapter, researcher will discuss about research design, conceptual
framework of the study, population and sampling procedure, data collection method,
research instrument and data analysis.
3.2 Research Design
The research design is a roadmap for conducting the marketing research project
(Naresh and Mark. 2006). It provides details for each step in the marketing research
project. Implementation of the research design will lead to all the information needed to
structure or solve the research problem. The research design is based on the results of the
problem definition and the approach. There are two broad types of research design:
exploratory and conclusive. Conclusive design can be either descriptive or causal.
Descriptive design is further divided into cross-sectional and longitudinal. These will be
shown in the Figure 3.1.
Figure 3.1: Classification of Research Design
(Source: Adapted from Naresh and Mark, 2004)
According to Naresh and Mark (2004), exploratory is defined as the research
conducted to explore the problem situation, to gain idea or insight into the problem
facing by the researchers. Exploratory research has to be flexible and unstructured.
Conclusive research is designed to help the researcher in determining, evaluating and
select the best action in a certain situation. In this research, the researcher used the
descriptive research. Descriptive research is type of conclusive research that has its
major objective or description of something, normally market characteristic or functions
(Naresh and Mark, 2004).
Descriptive research uses many data collection techniques such as secondary
data analyzed quantitatively, surveys which are interviews with a large number of
respondents using a predesigned questionnaire, panels, observational and other data.
Descriptive research using these methods can be divided again into cross sectional and
longitudinal research as shown in Figure 3.1. According to Naresh and Mark (2004),
sample survey involving one-time collection of information from any given sample of
population elements. Longitudinal design involving a fixed sample of population
elements that is measured repeatedly on the same variables. The sample remains the
same over all the time, giving a sequence of picture which represents both the situation
and the changes that take place.
3.3 Research Framework
Independent variable Dependent variable
Figure 3.2: Flow Chart of Research Process
Factors that affect the fast
fashion industry
Update rate
Price
Design
Customers’
Loyalty
Brand
3.4 Data Collection Method
There were two types of data collection method being used in this research that
primary data and secondary data. In this research, both sources were use to collect data
for the study.
3.4.1 Primary Data Collection
Primary data is defined as the data observed or collected directly from first-hand
experience. The primary data can be obtained by using many quantitative ways such as
surveys using the questionnaire, or even by the qualitative ways such as using interviews,
observation, experience or discussions. Quantitative measurement is more valuable than
the qualitative data. Quantitative measurement is objective that involves a huge number
of respondents for the research.
3.4.2 Secondary Data Collection
According to Norazman Abdul Majid & et al., (2007), “secondary data
come from reading what others have experienced and written”. In this research,
secondary data come from journals, electronic resources, previous study, books, and
newspapers. Secondary data is use to support the results of the study.
3.5 Population and Sampling
The population of study is the customers in city square. For this research, random
sampling method will be use on this study. The selection of the number of respondents in
the population was based on Krejcie and Morgan (1970) method that shown in table 3.1
as below.
Table 3.1: Determining Sample Size from a given Population
N S N S N S N S N S
10 10 100 80 280 162 800 260 2800 338
15 14 110 86 290 165 850 265 3000 341
20 19 120 92 300 169 900 269 3500 246
25 24 130 97 320 175 950 274 4000 351
30 28 140 103 340 181 1000 278 4500 351
35 32 150 108 360 186 1100 285 5000 357
40 36 160 113 380 181 1200 291 6000 361
45 40 180 118 400 196 1300 297 7000 364
50 44 190 123 420 201 1400 302 8000 367
55 48 200 127 440 205 1500 306 9000 368
60 52 210 132 460 210 1600 310 10000 373
65 56 220 136 480 214 1700 313 15000 375
70 59 230 140 500 217 1800 317 20000 377
75 63 240 144 550 225 1900 320 30000 379
80 66 250 148 600 234 2000 322 40000 380
85 70 260 152 650 242 2200 327 50000 381
90 73 270 155 700 248 2400 331 75000 382
95 76 270 159 750 256 2600 335 100000 384
Note: “N” is population size
“S” is sample size.
(Source: Krejcie, Robert V., Morgan, Daryle W., “Determining Sample Size for Research
Activities”, Educational and Psychological Measurement, 1970).
The population of city square is more than 7000 customers every day. For this
research, 364 customers were randomly selected from the city square.
3.6 Research Instruments
In the research, the instrument being used was questionnaire. A questionnaire is a
formalized set of questions for obtaining information from respondents (Naresh and
Mark, 2004). Based on the study's objectives, questionnaires have been designed to
collect data and needs to get feedback from the respondents.
3.7 Data Analysis Method
Statistical package for social science (SPSS) for windows will be used to
analyze the data. After the data is collecting from the questionnaire, it will be analyzed,
processed and transformed into useful information. The information that we get will is
expected to meet the objective of the study. After that, the conclusion can be made. In
this study, there are three methods that will be used. They are the descriptive analysis,
correlation analysis.
Table 3.2: Method of Analysis for the Objectives Research
No Research Objective Method of Analysis
1 To identify the demand of customer for fast
fashion
Descriptive Analysis:
Frequency
2 To identify the factors that the fast fashion can
attract the consumer
Descriptive Analysis:
Mean Score / Median Score
3 To identify the relationship between Customer
loyalty and those factors
Correlation Analysis:
Pearson / Spearman
3.7.1 Descriptive Analysis
Descriptive analysis is the analysis, which is concerned with obtaining,
organizing and summarizing the collected data and information. In this study, descriptive
statistics in the form of mean score, percentage and frequency were used to analyze Part
A and Part B of the questionnaires. The outcome of the mean computed are then used to
determine the rankings of the respected categories from the most to the least favored
items.
The formula to calculate mean is as below:
Where X = Mean
Xi = Sample number i
n = Sample size
The mean score will use to analyze the questionnaire’s answer of Part B into
three mean range which are high significant, moderate significant and low significant
(Table 3.3). The mean range is computed by the formula below:
Mean score = Highest scale –Lowest scale/Number of range
Table 3.3: Level of Mean Score
Source: Schafter et al. (1990)
3.7.2 Linear regression analysis
According to Berenson et al (2010), multiple regression models with two
independent variables represent the change in the mean of Y per unit change in X1,
taking into account the effect of X2.
Below is the calculation to calculate the multiple regression models with two
independent variables:
γi= β0+ β1X1i+ β2X2i+ β3X3i+ β4X4i+εi
β0 = Y intercept
β1 = slope of Y with variable X1, holding variable X2, X3, X4 constant
β2 = slope of Y with variable X2, holding variable X1, X3, X4 constant
β3 = slope of Y with variable X3, holding variable X1, X2, X4 constant
β4 = slope of Y with variable X3, holding variable X1, X2, X4 constant
εi = random error in Y for observation i
Mean Score Significant
1.00 –2.33 Low
2.34 –3.67 Moderate
3.68 –5.00 High
In this research, γi refer to the customer loyalty, and X1 to X4 refer to dimension
which are:
γi = Customer loyalty
X1 = Dimension 1 (Price)
X2 = Dimension 2 (Design)
X3 = Dimension 3 (Update rate)
X4 = Dimension 4 (Brand)
Regression coefficients in multiple regressions are called net regression
coefficients; they estimate the mean change in Y per unit change in a particular X,
holding constant the effect of the other X variable.
3.8 Conclusion
This chapter is discussed methodology used in the study in order to
systematically collect and analyze the data. In addition, design and instrument of
questionnaire, data collection methods, and data analysis methods using in next chapter
are discussed accordingly in this chapter. Primary data obtained from questionnaire and
secondary data obtained from books, journals, online articles and previous study. Finally,
all findings are presented and discussed in following chapter which data analysis.
CHAPTER 4
FINDINGS AND ANALYSIS
4.1 Introduction
This chapter discusses the data analysis of the research. The data analysis was
carried out by using the Statistical Package for Social Science (SPSS) software based on
the questionnaire returned by the shopping mall. A total of 364 sets of questionnaire
were distributed, and the analysis is based on the 364 sets of questionnaire. The analysis
of the data will be aimed to meet the objective proposed in Chapter 1, which are:
a) To identify the demand of customer for fashion.
b) To identify the factors that the fast fashion can attract the consumer.
c) To identify the relationship between customer loyalty and those factors.
4.2 Reliability Analysis
Reliability is a statistical method that uses for measuring the level of reliability
data and variables in the questionnaire of the study. Cronbach’s alpha is a measure of
internal consistency. It will shown how closely related a set of items are as a group. A
high value of alpha is often used as evidence that the items measure an underlying
construct. If the score of the reliability analysis for data or variables is above 0.6, the
data and variables are considered as high reliability. In order to identify the reliability
score, statistical calculation formula which is the Cronbach’s coefficient alpha is used
with SPSS. The table 4.1 below shows that the reliability analysis results for the five
different variables which is price, design, update rate, brand and loyalty.
Table 4.1: Reliability Analysis
Variables Cronbach’s Alpha N of Item
Price 0.842 6
Design 0.701 5
Update Rate 0.762 4
Brand 0.901 3
Loyalty 0.802 4
In the table above, it shown the results of the reliability test that have been test on
10 respondents, where the price variable have Cronbach’s Alpha of 0.842, next is the
design with 0.701 Cronbach’s Alpha. Followed by the update rate with 0.762 score and
brand with 0.901score. Lastly is the loyalty with the 0.802 Cronbach’s score.
4.3 Demographic Data
This section will describe the demographic background of the respondents of
City Square Shopping Mall. The demographic information of the respondents includes
ethnic, gender, age, occupations. The demographic data will provides with basic
background information about the respondents.
4.3.1 Gender
The frequency and percentage for the respondents’ gender are shown as
in table 4.2.
Table 4.2: Frequency Distribution of Respondents based on Gender
Gender Frequency Percent (%)
Female 174 47.8
Male 190 52.2
Total 364 100
Table 4.2 showed that out of 364 respondents, there were 52.2 percent male
respondents and female respondents were 47.8 percent.
4.3.2 Ethnic
The frequency and percentage for the respondents’ ethnic are shown as in
table 4.3.
Table 4.3: Frequency Distribution of Respondents based on Ethnic
Ethnic Frequency Percent (%)
Chinese 268 73.6
India 3 0.8
Malay 93 25.5
Total 364 100
Table 4.3 shows that vast majority of the respondents of shopping mall are
Chinese, in which they cover 73.6 percent of the total respondents. This is followed by
Malay, covering 25.5 percent, and the India covering 0.8 percent. These results show
that City Square Shopping Mall customer is mostly Chinese.
4.3.3 Age
The frequency and percentage for the respondents’ age are shown as in table 4.4.
Table 4.4: Frequency Distribution of Respondents based on Age
Age Frequency Percent (%)
Below 20 years old 16 4.4
20 – 35 years old 284 78
36 – 50 years old 57 15.7
Above 50 years old 7 1.9
Total 364 100
Referring to the above table, there were a majority 78 percent respondents under
the category of 20-35 years old. Followed by the category of 35 – 50 years old have 15.7
percent. And the category of Below 20 years old has 4.4 percent, the category of above
50 years old have 1.9 percent. This means that the respondent of the research was more
to 20– 35 years old.
4.3.4 Occupations
The frequency and percentage for the respondents’ occupations are shown as in
table 4.5.
Table 4.5: Frequency Distribution of Respondents based on occupations
Occupation Frequency Percent (%)
Business 15 4.1
Government 7 1.9
Professional 238 65.4
Students 104 28.6
Total 364 100
Referring to the above table, there were a majority 65.4 percent respondents are
professional. Followed by the category of students have 28.6 percent. And the category
of business people have 4.1 percent, the category of government sector have 1.9 percent.
This means that the respondent of the research was more to professional.
4.4 Identify the demand of customer for fashion
This part will discuss the demand of the customer for fashion among the
respondents in the City Square Shopping Mall. In order to achieve the first objective, the
descriptive analysis was used in this study.
4.4.1 Fashion Retailer
The frequency and percentage for the respondents’ aware of fast fashion retailers
are shown as in table 4.6.
Table 4.6: Frequency Distribution of Respondents based on aware of fast
fashion retailers
Fashion Retailer Frequency Percent (%)
Yes 175 48.1
No 189 51.9
Total 364 100
Referring to the above table, there were a 48.1 percent respondents are aware of
fast fashion retailers. And there were 51.9 percent respondents are not.
4.4.2 Budget of purchasing
The frequency and percentage for the respondents’ budget of purchasing are
shown as in table 4.7.
Table 4.7: Frequency Distribution of Respondents based on budget of
purchasing
Budget of Purchasing Frequency Percent (%)
Under 1000 68 18.7
1000 – 1500 172 47.5
1500 – 2000 108 29.7
2000 – 3000 11 3.0
Over 3000 4 1.1
Total 364 100
Referring to the above table, there were majority 47.3 percent respondents
budgets of purchasing between RM1000 to RM1500. Followed by the category of
between RM1500 to RM2000 that is 29.7 percent. And the category of under RM1000
has 18.7 percent, the category of between RM2000 to RM3000 has 3.0 percent, the
category of over RM3000 has 1.1 percent. This means that the respondent of the
research was more to budget of purchasing between RM1000 to RM1500.
4.4.3 Frequent of purchase
The frequency and percentage for the respondents’ times of purchase are shown
as in table 4.8.
Table 4.8: Frequency Distribution of Respondents based on times of purchase
Frequent of purchase Frequency Percent (%)
4 – 6 times per month 10 2.7
2 – 4 times per month 94 25.8
Less than 2 times per month 260 71.4
Total 364 100
Referring to the above table, there were a majority 71.4 percent respondents
times of purchasing less than 2 times per month. Followed by the category of 2-4 times
per month have 25.8 percent. And the category of 4-6 times per month have 2.7 percent.
This means that the respondent of the research was more to times of purchase less than 2
times per month.
4.4.4 Clothing Store/ Brand of choose
The frequency and percentage for the respondents’ Clothing Brand of choose are
shown as in table 4.9.
Table 4.9: Frequency Distribution of Respondents based on Clothing Brand of
choose
Clothing Store Frequency Percent (%)
Foreign 338 92.9
Local 26 7.1
Total 364 100
Referring to the above table, there were majority 92.9 percent respondents
usually choose the foreign brand. And there were only 7.1 percent respondents usually
choose the local brand. This means that the respondent of the research was more to
choose foreign brand.
4.5 Identify the factors that fast fashion can attract the consumer
This part will discuss the overall consumer attract dimension level of
respondents towards fast fashion. In order to achieve the second objective, mean score
and descriptive analysis was used in this study. In the data analysis method, mean was
used to analyze the data. Table 4.10 below showed that the summary of mean for all
dimension question.
Table 4.10: Summary mean for all dimensions’ question
N Minimum Maximum Mean Std. Deviation
Price1 364 2.00 5.00 3.7445 .93189
Price2 364 2.00 5.00 3.7555 .79468
Price3 364 2.00 5.00 3.7060 .72641
Price4 364 2.00 5.00 3.3956 .87360
Price5 364 1.00 5.00 3.2445 .91999
Design1 364 2.00 5.00 4.1044 .81317
Design2 364 2.00 5.00 4.1044 .76066
Design3 364 3.00 5.00 3.9148 .67697
Design4 364 1.00 5.00 3.5962 .85865
Design5 364 2.00 5.00 3.9780 .77464
Update1 364 2.00 5.00 3.8984 .62377
Update2 364 2.00 5.00 3.6374 .83010
Update3 364 2.00 5.00 3.5522 .74228
Update4 364 2.00 5.00 3.2198 .63942
Brand1 364 2.00 5.00 3.1016 1.06178
Brand2 364 1.00 5.00 2.7418 .88720
Brand3 364 2.00 5.00 3.9121 .76275
Valid N
(list wise) 364
From the table 4.10 above, it shown that the price dimension have the minimum
score between 1 and 2, and the maximum score between 4 and 5. In the others hand, the
design have minimum score of 1 until 3, and all maximum score is 5. Next is the update
rate, where the update rate is majority having the minimum score of 2 and all the
maximum score is 5. Last is the brand dimension, where most of the minimum score
between 1 and 2, the maximum score at 5.
Below is the calculation for the mean score for each dimension:
1. Price
=𝐴1 + 𝐴2 + 𝐴3 + 𝐴4 + 𝐴5
𝑁
= 3.74 + 3.76 + 3.71 + 3.40 + 3.24
5
= 17.85
5
= 3.57
2. Design
= B1 + B2 + B3 + B4 + B5
N
= 4.10 + 4.10 + 3.91 + 3.60 + 3.98
5
= 19.69
5
= 3.938
3. Update rate
= 𝐶1 + 𝐶2 + 𝐶3 + 𝐶4
𝑁
= 3.90 + 3.64 + 3.55 + 3.22
4
= 14.31
4
= 3.5775
4. Brand
= D1 + D2 + D3
N
= 3.10 + 2.74 + 3.91
3
= 9.75
3
= 3.25
The summary of the result of analysis is stated on Table 4.11.
Table 4.11: Summary result of consumer attract dimension level of respondents
towards Fast Fashion factors
Dimension Mean Score Descriptive Level
Price 3.57 Moderate
Design 3.94 High
Update Rate 3.58 Moderate
Brand 3.25 Moderate
In order to achieve the second objective in this research which is identify the
most preferred dimension level of the fashion. Therefore, the highest mean score will be
the main factor that affecting on the fast fashion.
Table 4.11 showed that the design was getting the highest mean score which is
3.94 This indicated that the respondents are more concern about the design of the
fashion offer than others dimension. The second higher mean score was update rate
which obtained 3.58, followed by price with mean score 3.57 and lastly the lowest mean
score among the four dimensions was brand where only obtained 3.25 score.
As a conclusion from the result above, the design was the most preferred
dimension on the fast fashion and the brand was the least preferred dimension on the fast
fashion.
4.6 Identify the relationship between customer loyalty and those factors
The method of regression technique with significance level of 0.05 is used to
identify the most dominant predictor in explaining the customer loyalty. The dimensions
which were not significant were removed based on the significant level of regression
technique. The independent variables have 4 dimensions, there are price, design, update
rate and brand. While, the overall question of overall customer loyalty of fast fashion
was dependent variable. Below is the model that used in this research:
γi= β0+ β1X1i+ β2X2i+ β3X3i+ β4X4i+εi
γi = Customer loyalty
X1 = Dimension 1 (Price)
X2 = Dimension 2 (Design)
X3 = Dimension 3 (Update rate)
X4 = Dimension 4 (Brand)
εi = Constant
Table 4.12 Model Summary of Regression
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 0.516a 0.266 0.258 0.39917
Table 4.12 showed the R value of this regression model is 0.516. That meant 51.6%
of the overall customer loyalty (dependent variable) could be predicted from the
dimensions of price, design, update rate and brand. Besides, the R square was 0.266. The
R square showed that 26.6% of the variation in the overall customer loyalty was
influenced by price dimension, design dimension, update rate dimension and brand
dimension.
Table 4.13 Result of Multiple Regression Analysis
Beta( 𝛽) Significant
Price 0.135* 0.019
Design 0.373** 0.000
Update rate 0.142** 0.008
Brand 0.224** 0.000
Adjuster R2 0.258
32.509
0.000
F Statistic
Sig. F
* p-value < 0.05
** p-value < 0.01
All of dimensions was used in this multiple regression analysis because its
significant level was smaller than 0.05.
In the regression model, the dimension with the highest beta value is the main
predictor that brings the greatest influence to the overall customer loyalty of fast fashion.
As a result, the major predictor is design (B=0.373) dimension , followed by brand
(B=0.224) dimension and update (B=3.540) dimension, finally by price (B= 0.135)
dimension.
4.7 Conclusion
At the end of this chapter, the data is successfully evaluated, presented and
interpreted accordingly into useful information. All the 364 respondents are City
Square’s shopping customer. First of all, the demografic data of the respondents, such as
the gender, ethnic origin, age and occupation will be collected through part a of the
questionnaire.
Furthermore, the mean score will use to identify the factors that the fast fashion
can attrack the consumer. The dimensions included is price, design, update rate, and
brand. as in the part B in the questionnaire. More than that, the last objective in this
chapter is to identify the relationship between customer loyalty and those factor, the
Linear regression analysis is used to analysis the data that have been collected in part C.
Conclusion which based on finding and observation in this chapter will be discussed at
the following chapter.
CHAPTER 5
CONCLUSION AND RECOMMENDATIONS
5.1 Introduction
This chapter summarizes the findings of this research. Conclusion was drawn
according to the data that were being analyzed. Other than that, recommendations and
implications of this research for fast fashion, limitation of the research and suggestion
for further future research will be discussed throughout this chapter.
5.2 Research Conclusion
The conclusion to this research can be drawn based on the objectives of the study.
The objectives of this study are:
1. To identify the demand of customer for fashion products.
2. To identify the factors that the fast fashion can attract the consumer.
3. To identify the relationship between Customer loyalty and those factors.
Based on the data analysis results described in Chapter 4, the objectives of this
research can be achieved.
5.2.1 Demand of customer for fashion products
The first objective of the study is to identify the demand of customers for fashion
products. This study focused on the customers background of budget on purchasing,
Frequent of purchase, Clothing Brand of choose, the respondents are giving their own
information on this issues.
From the study result there are 48.1% of respondents are aware of fast fashion
retailers. And there were 51.9 percent respondents are not. This result is not high,
because the fast fashion is new industries. Fast fashion has developed from a product
driven concept based on a manufacturing model referred to as "quick response"
developed in the U.S. in the 1980s, and moved to a market based model of "fast fashion"
in the late 1990s and first part of the 21st century (Lowson, B., R. King, and A. Hunter.
1999).
Result of the finding, it is showed that majority respondents budget for
purchasing are between RM 1000 to RM 1500 that is 47.8 percent. Followed by the
second higher percent which is 29.7 percent where the budget for purchase is between
RM 1500 to RM 2000. The average Malaysia household salary in 2010 was roughly
2550 Ringgit Malaysia per month according to figures issued by the government of
Malaysia. According to the research result that has been carried out at American, most
probably the society will spend 6 percent of their total income to make their purchase on
clothes, so the budget for purchase in Malaysia is about RM 1836 annually. That amount
is more than study result, because many of the respondents are students, they are not
afforded to make purchase compare to others.
In the frequent of purchase there were majority 71.4 percent respondent’s of
purchasing less than 2 times per month. The fast fashion lead time is 4 to 6 week (Hines,
Tony. 2001), the research shows that fast fashion enough to meet the customers demand.
On the other side, there were 92.9 percent respondents choose the foreign brand.
Consumers are more prefer to foreign brand compare to local brand because they
perceive that foreign branded products are high quality products (Forney, et. al., 2006).
According to Gamble, et al. (2010), well-known and well-respected brand name is one
of key success factors for company to capture the market share. According to Power &
Whelan (2005), brand reputation represents certain performance and quality of product
and others will believe that brand is good and trustworthy.
5.2.2 Factors that the fast fashion can attract the consumer
The first objective of the study is to identify the factors that the fast fashion can
attract the consumer. A set of question have been create and test under each factors
which are price, design, update rate and brand dimensions in order to find out the result.
The average mean score are obtained and the result will indicate the degree of agreeable
of respondents toward each factor of fast fashion.
From the result, the average mean score showed that the design have a higher
score among the others dimension in the fast fashion which is 3.94. Design is an
important element of innovation that is often overlooked. It helps determine how we
interact with, and experience, products and services and this, in turn, will affect which
products or services we will buy and what we are prepared to pay for them. Design can
affect the profitability and user satisfaction “Design, as I see it, is arguably the number
one determinant of whether a product-service-experience-brand proposition stands
out.”(Tom Peters, 2004)
Understanding the user’s actual needs, anticipating their future or hidden needs
and ensuring they have greater and deeper satisfaction is the key to sustainable
profitability. Good design takes the user’s requirements and shapes the product or
service to take into account what is affordable, useful, accessible and pleasurable. By
developing something that combines these elements, they will have a product or service
that will sell and give continuing satisfaction. “At Sony, we assume all products of our
competitors will have basically the same technology, price performance and features.
Design is the only thing that differentiates one product from another in the marketplace.”
(Norio Ohaga, former Chairman and CEO, Sony, ) Good design differentiates a product
or service, turning insights into customer preference. Properly applied, design can give
industry a sustainable advantage, help them command a premium price, gain market
share and even reduce production costs. For design to provide the profitability, customer
satisfaction, competitive advantage and return on investment that is possible, it has to be
given a high priority, no matter how large or small the firm is. Design has to be
effectively managed, and embedded into all aspects of the firm’s activities.
5.2.3 Relationship between Customer loyalty and those factors
The third objective of the study is to identify the relationship between the
customer loyalty and those factors which are the price, design, update rate and brand.
From the result in the finding, it shows that all the four factors have a
relationship among the four factors with the customers’ loyalty. According to the result
in chapter 4, it shows that the factor design was positively associated with the customer
loyalty with the Beta value of 0.373. The second strong correlation was among the brand
factor and the customer loyalty which obtained a Beta of -0.224. The β (Beta) value
indicated the partial correlation coefficient value and design factors with the strong β
(Beta) value was the most dominant factors for overall effect customers loyalty. Besides,
more higher the β (Beta) value, the more validity of the factor. Thus, design was the
most validity factor of customers’ loyalty on purchase.
The t value for the factor design is 7.391 while the t-value for the brand is -3.752.
In brief, the relationship among the two factors was significant because the significant
value is 0.000 is less than 0.05.
For the conclusion, there was had a positive relationship between the two factors
which is design and brand to the customers loyalty, the design is the most important
factors that influences customers loyalty.
5.3 Recommendation
This section includes recommendations for Fast Fashion Industry.
Recommendations were drawn based on the findings of the research. Individual opinions,
ideas and biases are not included in recommendation suggestions.
5.3.1 Recommendation for marketers
In today competitive marketplace, Design is the most important in the fashion
industry, fashion design and fast updates to attract customers. Brand awareness is also
important to increase customer loyalty. Other than the four factors which is price, design,
update rate and brand, the marketers need access more information of the others factors.
Marketers need establish a competitive advantage in order to continue competes,
develop and increase their level in the marketplace. Marketer need to monitor and
review the customer needs and wants from time to time. In order to get the information
about that, marketers can conduct a survey to get feedback and opinion from the
customers on current preference. Moreover, the marketer also can do the industry
scanning where admittance more information about the competitor, how the same level
competitor promotes and positioning their product and service. Besides that, the
marketers also can identify the condition in the current marketplace, like the availability
of product in the market, promotion and discount of the fast fashion product.
Besides that, the fast fashion is very common in the European country because
the consumption level is high, and Europe is leading the fashion around the world, so
their demand toward the fashion product is higher compare than the Asia country.
Compare to the already saturated European Market, the Asia country still have huge
potential for development.
5.3.2 Recommendation for future researcher
There are several shortcomings in this research. Few recommendations are given to
future researchers in order to improve their future research quality by obtain better or
more accurate result. First of all, this study focused on Johor Bharu customers who like
fashion‚ the result is only true for this particular customer only. Future researchers are
suggested to carry out same or similar research on other city‚ customer in order to
determine there are any similarities between two researches. If possible, the future
researchers are suggested widen their sample size which cover customer come from
different city rather that just focus on particular city only doing the research.
5.4 Conclusion of the study
As a conclusion, three objectives of the study have been achieved. Firstly, the
demand of customer for fashion have been identified. Secondly, the analysis shows that
factor of design is the main factor that will influence purchase intention of customer on
fashion product. price, brand, and update rate are moderate influence purchase intention
of customer on fashion products. Thirdly, there have strength relationship between all
the four factors with customers loyalty, these factors affect the customer loyalty together.
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APPENDIX A
SURVEY QUESTIONNAIRE
UNIVERSITI TEKNOLOGI MALAYSIA
FACULTY OF MANAGEMENT AND HUMAN RESOURCE
DEVELOPMENT
BACHELOR OF MANAGEMENT (TECHNOLOGY)
TOPIC: CUSTOMER DEMAND FOR FAST FASHION INDUSTRY
The objectives of this study are:
4. To identify the demand of customer for fashion
5. To identify the factors that the fast fashion can attract the consumer.
6. To identify the relationship between Customer loyalty and those factors.
Prepared by: Supervised by:
LI KAI Dr. Huam Hon Tat
Tel: 014-9115624
Email: 340004319@163.com
Note: All information collected will be used for research purpose only and all
information will be treated with strictest confidentially.
PART A: DEMOGRAPHY OF RESPONDENT
Instruction: Please tick (√) and fill in the appropriate information below.
1. Gender:
Male Female
2. Ethnic Origin:
Malay India
Chinese Others
3. Age:
Below 20 Years Old 36 – 50 Years Old
20 – 35 Years Old Ab Over 50 Years Old
4. Occupations:
Students Business people
Government Sector Professional
Not working Others: __________(Please Specify)
PART B: BACKGROUND OF CUSTOMERS DEMAND
Instruction: Please answer the following questions by ticking √ the appropriate Box.
1. Are you aware of any fast fashion retailers?
Yes
No
2.What is your budget of purchasing clothes? (per year in RM)
Under 1000 1000-1500
1500-2000 2000-3000
Over 3000
3.How often do you purchase clothes?
More than 10 times per month
7-10 times per month
3-6 times per month
less than 2 times per month
4.What clothing store/brand do you usually choose?
Foreign
Local
PART C: DETERMINATION THE FACTOR EFFECT THE FAST FASHION
Instruction: Please state your opinion by ticking √ the appropriate box based
on the given scale.
Strongly
Disagree
Disagree Neutral
Agree
Strongly
Agree
1 2 3 4 5
No. Statement 1 2 3 4 5
Price
1. Consider price of products before purchasing.
2. Income level is very important for my
fashion
3. Price decided to brand quality
4. Relative to expensive fashion brand I prefer
to
choose inexpensive fashion
5. Consider the price more than other factors
6. I will buy discount fashion, although they
may not be popular
Design
7. Design is the most important factor about
fashion
8. I prefer diversity design rather than a single
style
9. Designed to focus on fashion, rather than
different from others
10. Relative to the design style, I focus on
whether it is fashion
11. Customer's idea is very important to design
Update Rate
12. Fashion need to quickly update
13. If it is updated enough fast, I would often
visit it
14. Quick update may affect the frequency of my
patronage
15. In Malaysia. Updated the sooner the better
Brand
16. The brand will affect my choice
17. Brand is important to my social
18. I would choose a fixed brand, if it meets my
needs
PART D: DETERMINATION OF CONSUMERS’ LOYALTY
Instruction: Please state your opinion by ticking √ the appropriate box based
on the given scale.
Strongly
Disagree
Disagree Neutral
Agree
Strongly
Agree
1 2 3 4 5
NO. Statement 1 2 3 4 5
1. I will recommend the fast fashion brand to
my friends
2. I believe fast fashion brand is the best
3. I will use fast fashion products
4. Fast fashion can meet for my needs
APPENDIX B
Reliability Test - Price
Reliability Statistics
Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items
.842 .841 6
Reliability Test - Design
Reliability Statistics
Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items
.748 .759 4
Reliability Test - Update rate
Reliability Statistics
Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items
.762 .738 4
Reliability Test - Brand
Reliability Statistics
Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items
.901 .926 3
Reliability Test - Loyalty
Reliability Statistics
Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items
.802 .788 4
Statistics
Gender Ethnic Age Occupations B1 B2 B3 B4
N Valid 364 364 364 364 364 364 364 364
Missing 0 0 0 0 0 0 0 0
Gender
Frequency Percent Valid Percent Cumulative Percent
Valid Female 174 47.8 47.8 47.8
Male 190 52.2 52.2 100.0
Total 364 100.0 100.0
Ethnic
Frequency Percent Valid Percent Cumulative Percent
Valid Chinese 268 73.6 73.6 73.6
India 3 .8 .8 74.5
Malay 93 25.5 25.5 100.0
Total 364 100.0 100.0
Age
Frequency Percent Valid Percent Cumulative Percent
Valid Below 20 yeard old 16 4.4 4.4 4.4
20-35 years old 284 78.0 78.0 82.4
36-50 years old 57 15.7 15.7 98.1
Above 50 years old 7 1.9 1.9 100.0
Total 364 100.0 100.0
Occupations
Frequency Percent Valid Percent Cumulative Percent
Valid Business 15 4.1 4.1 4.1
Government 7 1.9 1.9 6.0
Professional 238 65.4 65.4 71.4
Students 104 28.6 28.6 100.0
Total 364 100.0 100.0
B1
Frequency Percent Valid Percent Cumulative Percent
Valid yes 175 48.1 48.1 48.1
no 189 51.9 51.9 100.0
Total 364 100.0 100.0
B2
Frequency Percent Valid Percent Cumulative Percent
Valid under 1000 68 18.7 18.7 18.7
1000-1500 173 47.5 47.5 66.2
1500-2000 108 29.7 29.7 95.9
2000-3000 11 3.0 3.0 98.9
over 3000 4 1.1 1.1 100.0
Total 364 100.0 100.0
B3
Frequency Percent Valid Percent Cumulative Percent
Valid 4-6 times per month 10 2.7 2.7 2.7
2-4 times per month 94 25.8 25.8 28.6
Less than 2 times per month 260 71.4 71.4 100.0
Total 364 100.0 100.0
B4
Frequency Percent Valid Percent Cumulative Percent
Valid Foreign 338 92.9 92.9 92.9
Local 26 7.1 7.1 100.0
Total 364 100.0 100.0
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Price1 364 2.00 5.00 3.7445 .93189
Price2 364 2.00 5.00 3.7555 .79468
Price3 364 2.00 5.00 3.7060 .72641
Price4 364 2.00 5.00 3.3956 .87360
Price5 364 1.00 5.00 3.2445 .91999
Design1 364 2.00 5.00 4.1044 .81317
Design2 364 2.00 5.00 4.1044 .76066
Design3 364 3.00 5.00 3.9148 .67697
Design4 364 1.00 5.00 3.5962 .85865
Design5 364 2.00 5.00 3.9780 .77464
Update1 364 2.00 5.00 3.8984 .62377
Update2 364 2.00 5.00 3.6374 .83010
Update3 364 2.00 5.00 3.5522 .74228
Update4 364 2.00 5.00 3.2198 .63942
Brand1 364 2.00 5.00 3.1016 1.06178
Brand2 364 1.00 5.00 2.7418 .88720
Brand3 364 2.00 5.00 3.9121 .76275
Loyalty1 364 3.00 5.00 4.1951 .57292
Loyalty2 364 1.00 4.00 2.8626 .50652
Loyalty3 364 2.00 5.00 3.7857 .61944
Loyalty4 364 2.00 5.00 3.6319 .66114
Valid N (listwise) 364
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .516a .266 .258 .39917
a. Predictors: (Constant), MEANBRAND, MEANDESIGN, MEANUPDATE, MEANPRICES
b. Dependent Variable: MEANDLOYALTY
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 1.982 .225 8.793 .000
MEANPRICES .111 .047 .135 2.355 .019
MEANDESIGN .306 .041 .373 7.391 .000
MEANUPDATE .128 .048 .142 2.648 .008
MEANBRAND -.130 .035 -.224 -3.752 .000
a. Dependent Variable: MEANDLOYALTY
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