Global Apparel Industry

8/10/2019 Global Apparel Industry

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GLOBAL APPAREL INDUSTRY GROWTH

The global apparel retail market is expected to reach almost $1.3 trillion in 2014,

according to Market Line, representing more than 13% expansion in i!e "ears.

The leading segment o the market is #omen #ear at o!er 1%. The mericas

represent a near 3&% share o the market.

pparel retailer acti!ities are not limited to '(st sales b(t also in!ol!e marketing,

merchandising, and in!entor" and c(stomer ser!ice. )actors (elling the ind(str"

re!ol!e aro(nd ashion and cons(mer income. *ompanies range in si+e rom

small to large, #ith the ormer concentrating their eorts on excl(si!e prod(cts

and marketing eorts to a partic(lar demographic, #hile the latter carr" more

di!erse clothing ranges and beneit rom economies o scale regarding

distrib(tion, ad!ertising and p(rchasing. The apparel retail ind(str" is hea!" on

labor and incl(des all si+es o retailers rom disco(nt stores to department stores

and other t"pes s(ch as those selling their clothing online and thro(gh catalogs.

APPAREL INDUSTRY GROWTH IN INDIA

The si+e o -ndian domestic read"made garment ind(str" #ill do(ble #ithin i!e

"ears d(e to economic prosperit", simpliied go!ernment polic", gro#th in ashion

orientation and brand a#areness as #ell as cons(mer expectations, stated

/ah(l Mehta, resident, and *lothing Man(act(rers ssociation o -ndia *M-.

The apparel and ind(str" occ(pies a (ni(e and important place in -ndia. -t is

one o the earliest ind(stries to come into existence in the co(ntr". The apparel

ind(str" caters to one o the most basic re(irements o people and holds

importance maintaining the prolonged gro#th or impro!ed (alit" o lie. The

sector has a (ni(e position as a sel5reliant ind(str", rom the prod(ction o ra#

materials to the deli!er" o end prod(cts, #ith considerable !al(e5addition at

e!er" stage o processing. 6!er the "ears, the sector has pro!ed to be a ma'or

contrib(tor to the nations7 econom". -ts immense potential or generation o

emplo"ment opport(nities in the ind(strial, agric(lt(ral, organi+ed and


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decentrali+ed sectors 8 r(ral and (rban areas, especiall" or #omen and the

disad!antaged is note#orth".

APPAREL INDUSTRY GROWTH IN GUJARAT

9arment makers in #estern -ndian state o 9('arat are e"eing a larger share in

-ndia:s exports !ol(me and are in talks #ith the pparel ;xport romotion

*o(ncil ;* to ind #a"s to enhance the !ol(me o exports.

t present, 9('arat acco(nts or onl" abo(t t#o percent o -ndia:s total apparel

exports, #hich is (ite less, 9('arat 9arment Man(act(rers: ssociation

99M president angladesh

and ?a(di rabia.

PEST ANALYSIS

@hile statistical data or cons(mer spending sho#s a stead" increase in o(tdoor

recreation, there are man" economic, social and technological actors that

negati!el" aect the prod(ction and cons(mption in the o(tdoor apparel ind(str".

beneicial tool or ill(strating some o these ills is the .;.?.T nal"sis,

olitical, ;conomic, ?ocial and Technological a method to anal"+e the macro

en!ironment o an ind(str". This allo#s b(sinesses to e!al(ate the attracti!eness

o an ind(str". @hen (tili+ing this rame#ork, it becomes e!ident that there are


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man" e!er5changing economic actors that ma" directl" aect the ind(str" at an"

time.

Political

The Anited ?tates is a capitalistic, ree market5oriented econom" the

go!ernment takes a minimal role. ;mplo"ee rights in the Anited ?tates ha!e a

signiicant eect on b(siness. The apparel ind(str" is labor5intensi!e thereore,

the eects on emplo"ee la#s ha!e are signiicant. ?ome potential labor la#s to

consider are minim(m #age, o!er time, beneits and health and saet"

reg(lations s(ch as 6?B reg(lations.

Economic

@age and salar" emplo"ment in the apparel ind(str" is expected to decline

&C percent thro(gh 2012, compared #ith an increase o 1& percent or all

ind(stries combined. D(ring recessions, s(ch as the one #e:re c(rrentl" in,

clothing sales #o(ld likel" be extremel" lo#. This co(ld lea!e companies in the

apparel ind(str" st(ck #ith large amo(nts o in!entor", and thereore, the" ma"

need to s(bstantiall" red(ce their prices. -n times o economic do#n t(rn

cons(mers oten shop or cheaper brands beca(se the" ha!e less disposable

income.

Social

The o(tdoor apparel ind(str" has merchandise or all ages, si+es, and seasons.

*lothing is designed according to satis" the needs o cons(mers. )or example,

"o( can ind apparel speciic to a climate, acti!it", or "o(r ashion sense.

>randing and (alit" ser!e as ad!antages o!er competitors in regards tomaterialit". )or example, the t"pical o(tits or a =e# ;ngland college st(dent

d(ring the rigid #inter months incl(de a =orth )ace #ith the complements o

Agg boots. )actors s(ch as this aid in the increased and consistent cons(mption

o o(tdoor apparel s(ch as these.


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Technological

=e#, -nno!ati!e ad!ances in technolog" ha!e created an . This has impro!ed

prod(cti!it", ho#e!er, the apparel ind(str" is expected sta" labor intensi!e

beca(se altho(gh some o the prod(ction can no# be a(tomated, these

mechanical tasks are still limited to simple (nctions emplo"ees #ill contin(e to

complete most o the hands5on (nctions o the prod(ction.

@hile the ;?T anal"sis is beneicial in dissecting c(rrent macro conditions

aecting the ind(str", it is beneicial to look at the ind(str" as a #hole,

considering its past perormance, to map o(t its (t(re co(rse. This anal"sis

considers an"thing rom b("er t"pes, past prices, economic conditions, trends or

patterns, prod(ct histor" and dierentiation, as #ell as the capacit" o the irms in

the ind(str".

DETAILS OF O!PETITORS

*ompetitors mean the person #ho is making the prod(ct #hich is similar to o(rs.

-t means that prod(ct can be a s(bstit(te or the c(stomer. )or the s(ccess o all

the compan" the" m(st ha!e the kno#ledge abo(t all the competitors. The"

al#a"s keep an e"e on e!er" mo!ement o the competitors.

)or e.g. - #e sa" that epsi compan" al#a"s #atch the mo!ement o the *oca5

cola compan". The" m(st ha!e to #atch their competitors to s(r!i!e in the

market.

-n that #a" the >B9@=D? 8 *6. ha!e also its competitors. ?o, the" ha!e

to be !er" care(l abo(t their competitors. There are so man" competitors in themarket. 6ne o the biggest competitors is the 93. 93 is the !er" big sho#room

and also closer to the >EMore o(tlet. There are also other competitors b(t the"

are small.


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high street ashion brand, >hag#andas is regarded as one o the oldest

ashion retail stores in ?(rat, Fno#n or their ex(isite ethnic and indo5#estern

ormal, cas(al and bridal ashion apparel. >hag#andas has been making e!er"

occasion, esti!al and e!ent more special and memorable. @e all are thank(l to

?hri Lall( >hai *hali"a#ala or gi!ing ?(rat the name o >B9@=D? 8 *o

#ho started the GA;;= ;M6/-AM #hich is c(rrentl" amo(s or its #ell kno#n

school 8 college (niorms. Till date, there are no other competitors in this ield.

;!en toda", the sho#room at Lalgate remains the lagship store, b(t the brand

has expanded to incl(de more extensions, namel" > 8 *o. and >ridal. >ridal, as

the name s(ggests, is a s(b5brand that oc(ses on an extensi!e range o

#omen7s #ear. ?(ch a retail strateg" #as de!eloped b" the compan" in order tomeet the retail #a!e in ?(rat. > 8 *o. and >EMore is engaged #ith all the items

incl(ded or all ages and generations o men.

Long beore the age o globali+ation da#ned in -ndia, >hag#andas opened a

ashion store in 1C&C strategicall" located on ?(rat:s !er" o#n 7golden mile7 in the

heart o the glittering, (p market district o Lalgate. The ?tore became a landmark

in more #a"s than one, heralding the beginning o the retail and cons(mer

re!ol(tion in the co(ntr". 6!er the "ears >hag#andas has managed to adapt to

changing market d"namics, closel" ollo#ing the p(lse o retail and cons(mer

trends, oten deining them, thro(gh inno!ation, in5depth market kno#ledge and a

pro5acti!e approach.

completel" home gro#n ashion brand, >hag#andas en'o"s a !ast international

c(stomer base, consisting mainl" o high net5#orth, discerning =on5/esident

-ndians, apart rom the lo"al and constantl" gro#ing local clientele. The brands

eecti!e ad!ertising and striking photo shoots ha!e attracted attention and mind

space locall" and no# #ith their highl" (nctional and designer online presence,

>hag#andas prod(cts are a!ailable and accessible to people across the globe,

strengthening the brand7s presence internationall". )oreign c(stomers reg(larl"

come here and p(rchase -ndo5@estern 8 other Traditional o(tits.


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6!er the "ears, the brand has ac(ired signiicant e(it", not '(st in terms o

c(stomer perception and brand image, b(t also in terms o inancial s(ccess,

c(stomer satisaction, maintaining good#ill. =o# there are c(rrentl" C branches

o >hag#andas 8 *o. and all are managed b" the son:s o ?hri Lall( >hai

*hali"a#ala.

=ot onl" in /ead"5Made and ?(iting 8 ?hirtings, the compan" has made a step

or#ard in man" areas like ?arees, ranchisees o oreign brands like ?T=H 8

?;/9-6 hag#andas 8 *o. ;stablished in 1C&C at Lalgate ?(rat got reno#ned as aamil" shop pro!iding best (alit" and s(perb ser!ices. -n 1CC&, a ne# di!ision o

?(iting, ?hirtings 8 Tailoring #as added to it #hich #as soon accepted b" the

c(stomers. The enco(ragement led to (rther expansion b" adding more

di!isions catering to branded /ead"made Men:s #ear #ith =ational and

-nternational brands and not to orget the spectac(lar section o D(lha collection

that has got a ma'or acceptance rom the !al(ed c(stomers.

?hri >hag#andas Lall( >hai has been keen in starting a b(siness #hich #o(ldser!e the societ" and also satis"ing them #ith the prod(cts #hich his compan"

#o(ld be prod(cing. The !er" irst (nit #hich he started #as the G(een

;mpori(m #hich is no# also the most promising (nit. Be has been a !isionar"

and pioneer in the ield o doing b(siness #ith his mar!elo(s skills and

established a se#ing compan" #hich prod(ced (niorms or the children.

@ith the gro#th o the irm, he extended his b(siness so as to ser!e people #ith

man" prod(cts and started a retail (nit o ?(iting 8 ?hirting #hich sho#ed a

tremendo(s gro#th. s a res(lt o his non5breakable interest the (nits expanded

in !ario(s areas and so the !er" good#ill o >hag#andas 8 *o. co(ld be seen in

the market.


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The gro(p #ith its di!ersiied gro#th plans has s(ccess(ll" set5(p n(mber o

reno#ned men:s #ear sho#rooms o international standards namel" > n *o.,

?ergio!erri 8 ?tan+a.

Taking one step closer to its c(stomers, the ne# sho#room o >hag#andas 8 co.6pposite ?hag#andas 8 *o.

Lalgate, ?(rat53C003

honeJ 2C&K03, 32C&13

;mail -DJ bhag#andascohotmail.com

@ebsiteJ ###.bhag#andas.in

LOATION OF BRANHES

?ergio


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> 8 *o.

9hod Dod /oad, ?(rat

>E M6/;

arle oint, ?(rat

?T=H

-scon Mall, ?(rat

>/-DL

Lalgate, ?(rat.

GA;;= ;M6/-AM

To#er /oad, ?(rat.

M>-T-6=

Lalgate, ?(rat.

M>;/

Lalgate, ?(rat.

ORGANI"ATION GROUP STRUTURE


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DETAILS

OF PRO!OTERS AND

OWNERS

#$ BHAGWANDAS LALLU BHAI


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Be #as the irst person #ho had a mission in his mind and kne# ho# to

accomplish it. Be started a irm #hich made (niorm or !ario(s schools and also

sold o dress materials. Be had a ne!er ending approach to#ards his mission

and dedicated all his eorts or achie!ing it. Be helped his sons also to expand

their b(siness as the" stepped into the same b(siness. >B9@=D? 8 *6. is

the (ltimate #ork o all them as the" slid in together to open a sho#room o

?(iting 8 shirting to di!ersi" their b(siness. Be passed o in the "ear 200 b(t

his memories are still there in the hearts o his son and #ill al#a"s be belo!ed.

%$ &ISHOR HALIYAWALA

Fishor *hali"a#ala is the irst son o >hag#andas Lall( >hai. Be is o &4 "ears.

t irst he (sed to gi!e lect(res in college as a roessor b(t soon his ather

>hag#andas Lall( >hai s(ggested him to 'oin the b(siness and contin(e it. ?o

Fishor >hai started to trade cloth and so he handles the cloth b(siness and

s(pplies the (niorms and dress materials to the irms.

'$ JATIN HALIYAWALA

Natin *hali"a#ala is the elder son o Fishor *hali"a#ala. Be is o 41 "ears. Be is

the o#ner o >hag#andas 8 *o., Lalgate. Be manages and deals #ith all the

matters o Lalgate sho#room. 9enerall" he takes care o all the iss(es that are

concerned #ith the o(tlet.

($ AJAY HALIYAWALA

'a" *hali"a#ala is the "o(nger son o Fishor *hali"a#ala. Be is o 3C "ears. Be

is the o#ner o mbition and >ridal and handles all the acti!ities o both the

sho#room #ith ease.


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)$ NA*EEN HALIYAWALA

=a!een *hali"a#ala is the second son o >hag#andas Lall( >hai.he is o C

"ears. Be is the o#ner o mbar and deals #ith Dress materials and ?arees. The

acti!ities o mbar are taken care o b" him.

+$ *IJAY HALIYAWALA

Be is the elder son o =a!een *hali"a#ala. Bis age is 3C "ears. Be deals in

/ead"made Department o all the sho#rooms and handles it !er" care(ll" as

toda":s "o(th #ant trend" and st"lish clothes.

,$ &ETAN HALIYAWALA

Be is the "o(nger son o =a!een *hali"a#ala. Be is o 3K "ears. Be also deals in

/ead"made Department o all sho#rooms and helps his elder brother to

eecti!el" di!ersi" their b(siness.

-$ PAN&AJ HALIYAWALA

Be is the third and the eldest son o >hag#andas Lall( >hai. Bis de is 3 "ears.

Be handles >ridal and G(een ;mpori(m.


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ORGANISATIONAL STRUTURE


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*ISION

@e at >hag#andas 8 *o. are committed to be a /eno#ned 6(tlet, *(stomer)oc(sed, -nno!ati!e 6rgani+ation in the ield o /ead"5made garments and

?(iting 8 ?hirting and also to maintain dignit" in the respecti!e ield.

!ISSION

To pro!ide c(stomer


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@e at >B9@=D? 8 *6. belie!e and are committed toJ5

;xceeding c(stomer expectation thro(gh inno!ation and contin(al trends

in prod(cts. De!elopment o h(man reso(rces.

To maintain good (alit" o prod(cts.

>eing responsible to the societ".

FUTURE PLANS

)(t(re plans incl(de the b(siness plans o companies relating to di!ersiication,

and expansion and introd(cing ne# prod(cts or ne# !arieties o existing

prod(cts. The companies so as to ac(ire more proit ind(ldge into one o these

acti!ities to satis" the existing c(stomers b" pro!iding special disco(nts and also

to attract ne# c(stomers b" pro!iding them s(itable ser!ices.

1 To make a!ailable all the ne# prod(cts and brands to the c(stomers in the

times o changing trends 8 ashions. )or e.g., at the time o #inter, #inter

collection m(st be a!ailable.

2 To pro!ide a reasonable ade(ate ret(rn on capital emplo"ed primaril"thro(gh impro!ements in operational eicienc", capacit" (tili+ation and

prod(cti!it" and generate ade(ate internal reso(rces to inance the

compan":s gro#th.

3 To b(ild (p a high degree o c(stomer conidence b" s(staining

international standards o excellence in prod(ct (alit", perormance and

ser!ice to (lil the expectations o the indi!id(als or gro(ps connected

#ith the irm.

To maintain the high (alit" o compan":s prod(ction ser!ices and to ins(re

s(ppl" o these prod(ction ser!ices at air prices.

FUTURE E/PANSION PROGRA!!E


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>hag#andas 8 *o. is c(rrentl" at state le!el b(t its planning to ac(ire its

position in the national market as #ell. -t has one o its branches in M(mbai b(t

its planning to open more o them to attract ne# c(stomers. -t is expanding da"

b" da" and aims to reach heights. -t is planning on contin(o(s basis to reach

peaks b" dominating the national ma rket and also to enter the international

market as #ell.

-t is planning to open a big retail o(tlet opposite .< ?ons #hich #o(ld be o

20,000 s.t. -t #o(ld be a big sho#room o 3 loors and #o(ld be pro!iding

c(stomers #ith #ell managed and (alit" garments. The" are estimating o

ac(iring abo(t 200 more emplo"ees or that ne# branch and estimating an

increase o 1 % in proit in the ollo#ing "ears.

Bence, there are plans or increasing their o(tlets in ?(rat so that the" can target

each 8 e!er" c(stomer:s o theirs 8 pro!ide them accessibilit" to their nearest

o(tlet. lso, this has increased their good#ill 8 their #as also in the ne#s that

>hag#andas 9ro(p #as going to come into ?tocks K ?hares b" listing their

*ompan" in >?; or =?;.


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Inte0national Jo10nal o2 !a03eting St14ie5 6*ol$ )7 No$ '8 %9#':

-mp(lse b("ing has been a challenge or market researchers d(e to its complex

nat(re. Ba(sman 2000 mentioned that imp(lse b("ing is a complicated and

m(ltiaceted phenomenon #hich acco(nts or a h(ge !ol(me o the prod(cts sold

each and e!er" "ear. *ons(mer researchers ha!e mainl" oc(sed on identi"ing

the dierent actors that ind(ce imp(lse b("ing in !ario(s de!eloped co(ntries

>a"le" 8 =ancarro#, 1CCO. -n the emerging economies, there is a need to

st(d" the imp(lse b("ing d(e to recent de!elopment in retailing and h(ge c(lt(ral

dierences #hen compared to de!eloped economies Facen and Lee, 2002.

Dramatic increases in personal disposable income, lie st"le and credit

a!ailabilit" ha!e made imp(lse b("ing a #idespread phenomenon across the

dierent retail ormats. *reating an attracti!e ph"sical shopping en!ironment and

in5store stim(li is important to enhance the sales thro(gh the (nplanned b("ing

bratt and 9oode", 1CC0. *(rrent -ndian retailing en!ironment #ill pro!ide lot o

scope or cons(mer to become imp(lsi!e in oline as #ell as online retail

sit(ation or dierent prod(ct categories.

Feeping in mind the (ni!ersal nat(re o imp(lse b("ing, it can be capitalised b"

retailers to beneit their respecti!e b(sinesses. The proper combination and

s"nergistic eect o the !ario(s actors inl(encing imp(lse b("ing co(ld lead to


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more sales t(rno!er hence beneiting the marketers and retailers. ter the

content anal"sis o the literat(re, it #as possible to clari" the -mp(lse b("ing

concept, its !ario(s dimensions, and its relationship #ith the cons(mer, and also

to present some research propositions or the de!elopment o the kno#ledge in

the ield o cons(mer research. >ased (pon the changing trends o the market in

the de!eloping economies it is possible to iner that imp(lse b("ing ma" t(rn into

a gro#ing area o research and co(ld be seen across the !ario(s orms o

retailing.

ASA Uni;e05it< Re;ie= 6*ol$ ) No$ #7 Jan1a0J1ne7 %9##:

-mp(lse b("ing is a s(dden and immediate p(rchase #ith no pre5shopping

intentions either to b(" the speciic prod(ct or to (lill a speciic b("ing task. The

inding o the st(d" indicates that pricing strategies, store characteristics,

sit(ational actors and promotional acti!ities mostl" inl(ence the imp(lse b("ing

beha!ior o cons(mers at s(perstores. -n case o pricing actor, it is noticed that

prod(cts #ith red(ced price is bo(ght as imp(lse p(rchase. lso income le!el o

cons(mers aects imp(lse p(rchase positi!el".-mp(lse b("ing is a s(dden andimmediate p(rchase #ith no pre5shopping intentions either to b(" the speciic

prod(ct or to (lill a speciic b("ing task. The indings o the st(d" indicates that

pricing strategies, store characteristics, sit(ational actors and promotional

acti!ities mostl" inl(ence the imp(lse b("ing beha!ior o cons(mers at

s(perstores in >angladesh. -n case o pricing actor, it is noticed that prod(cts

#ith red(ced price is bo(ght as imp(lse p(rchase. lso income le!el o

cons(mers aects imp(lse p(rchase positi!el".

)indings also indicate that sit(ational actors s(ch as pop(larit" brand o

prod(ct, comments o reerence gro(p and re(irements o prod(cts in esti!al

seasons inl(ence imp(lse b("ing. >randed prod(cts organi+ed in the shel o

s(perstores, help to recall its need. - amil" members or riends go #ith the


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cons(mer, the" moti!ate himIher to be imp(lsi!e b" s(ggesting an" ne# prod(ct

or existing brands. -n >angladesh cons(mers are al#a"s in esti!e mood d(e to

!ario(s esti!al occasions thro(gho(t the "ear. ?o re(irements o prod(cts in

esti!al seasons stim(late cons(mers to be imp(lsi!e. Last actor o this st(d" is

promotion. -t can be speciic brand oer, ad!ertisement o prod(ct in print and

!is(al media or an" sort o promotion o prod(cts in s(perstores that initiate

imp(lse b("ing beha!ior o cons(mers at s(perstores. The >angladeshi

s(perstores ha!e to go a long #a" to (nderstand the imp(lse b("ing beha!ior as

it is !er" s(b'ecti!e and it depends on m(ltiple actors, b(t the" can take

ad!antage o it. Bo#e!er negati!e conse(ence o imp(lse b("ing beha!ior is

also needed to consider. s imp(lse b("ing is (nplanned p(rchase, c(stomers

ma" eel regret or dissatisaction ater p(rchase.

A4;ance5 in on51me0 Re5ea0ch 6*ol1me %,7 %999 P? #,@#-):

The relationship o personalit" traits to c(es that trigger imp(lse b("ing pro!ides

he(ristic !al(e in (nderstanding the roles personalit" traits can pla" in imp(lse

b("ing. -n act, the data here s(ggest that there ma" be se!eral dierent ro(tes

thro(gh #hich people become s(sceptible to imp(lse p(rchasing. bsorption #as

strongl" correlated #ith external stim(li s(ch as sensor" c(es i.e., sights,

so(nds, and smells and images e.g., looking in a mirror. Th(s, a general

tendenc" to be inl(enced b" sensor" stim(li leads some people to be more

a#are o, and aected b", atmospheric actors in retail settings. -t is this

heightened a#areness or sensiti!it" to en!ironmental stim(li that ca(ses

increased desire to o!er#helm one:s #illpo#er and leads these people to engage

in imp(lse b("ing.

?tress reaction also seems to (nderlie imp(lse b("ing, b(t thro(gh an entirel"

dierent ro(te. ?tress reaction #as associated #ith internal triggers or imp(lse

b("ing s(ch as Peeling at,P Pdepressed eelings,P Ppain(l eelings,P and Ppositi!e

eelings.P This relationship #as partic(larl" strong or negati!e aecti!e states.

This s(ggests that primar" moti!ation or b("ing on imp(lse or the s(bset o


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cons(mers s(sceptible to stress is relie or escape rom stress and anxiet".

These people ma" also desire to prolong positi!e mood states as an escape rom

their problems. This ma" acco(nt or the relationship bet#een stress reaction

and the impact o positi!e c(es.

This st(d" identiied dierences in c(e sensiti!it" among people scoring high

!ers(s lo# on the b("ing imp(lsi!eness scale. -nterestingl", high imp(lsi!e

b("ers #ere sho#n to be more reacti!e to actors relecting external triggers,

compared to lo# imp(lsi!e b("ers. These triggers mainl" in!ol!e en!ironmental,

sensor", and prod(ct stim(li controlled b" the marketer e.g., ad!ertisements,

promotional gits, !is(al elements, and clothing and looks. s a res(lt, retailers

ma" be able to pla" a ke" role in determining the t"pes o imp(lse p(rchasesmade b" people #ho are prone to engage in imp(lse b("ing.

Se0ian Jo10nal o2 !anagement , 6#: 6%9#%: )' > +(

6(r st(d" indings indicate that social actors inl(ence emotional states o

lgerian shoppers. The presence o en!ironmental sim(lation !ariables s(ch as

scent and so(nd or attracti!e store displa"s aect positi!el" shoppers: eelings o

pleas(re and aro(sal, b(t it has a negati!e impact on sel control or p(rchase.

The res(lts sho# that percei!ed cro#ding tends to ha!e a negati!e impact on

emotional states these indings are consistent #ith pre!io(s st(dies >itner,

1CC0 ateson, 1CC1 Machleit et al., 200. ?o,

this st(d" s(ggests that store managers might be able to red(ce the negati!e

eect o cro#ding b" training their emplo"ees to be extra riendl" at b(s" times.

)or the third actor time press(re, the impact on both emotional responses

pleas(re and dominance is negati!e, b(t it has a positi!e impact on emotional

state o aro(sal. This means that #hen cons(mers ha!e less time in p(rchasing,

the" eel more aro(sal and less pleas(re and less sel control.

More importantl", this st(d" highlights the sit(ational actors inl(encing imp(lse

p(rchase beha!ior in the store among shoppers. ?tore en!ironment appears to

be a signiicant actor, to promote imp(lse b("ing retailers sho(ld create a store


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en!ironment #here the negati!e perceptions o imp(lse are red(ced, stores

sho(ld ha!e highl" legible en!ironment and implement steps to promote

shopping eicienc". This implies that marketers and retailers need to design

shopping en!ironment that red(ce the expected shopping diic(lties o their

target cons(mers. -t is important to (nderstand that shoppers ha!e !ar"ing t"pes

and amo(nts o prod(ct and store kno#ledge, #hich ma" aect their na!igational

search strategies. Time press(re aects the (nplanned p(rchase in s(ch #a" its

reali+ation increase that the time or shopping passed. These res(lts are

consistent #ith pre!io(s research s(ch as -"ner 1COC. The indings do not

s(pport the proposal o 9rossbart et al. 1CC0 that shoppers do not an imp(lse

b("ing beha!ior #hen the" percei!e the store cro#ding. The st(d" o the impact

o percei!ed cro#ding on the (nplanned p(rchases sho#ed that both the spatial

cro#ding and h(man cro#ding had a positi!e inl(ence on this beha!ior. These

indings are consistent #ith Ni(nn59er 2004 s(ggestion that h(man densit" is

positi!el" correlated #ith imp(lse p(rchasing.

Re5ea0ch Jo10nal o2 !anagement Science5 6*ol$ #6(:7 #)7 No;eme0 6%9#%:

The res(lts sho# that the respondents do not sho# an" dierence as ar as age

is concerned. The" are more or less similar in their attit(de to#ards b("ing i.e.

respondents o same age gro(ps sho# similar attit(de beca(se the" are keener

to#ards the ne#er and ne#er things. ;d(cation Q#ise it #as o(nd that people

ha!ing more kno#ledge #ere more imp(lsi!e in their b("ing beha!ior .The

reason co(ld be that the" are more a#are abo(t the prod(cts and the moment

the" ind the prod(ct the" are (nable to control themsel!es #hile p(rchasing the

prod(cts. 6cc(pation5#ise it #as also o(nd that beca(se those people #ho

#ere in better occ(pation sho#ed more imp(lsi!e b("ing beha!ior beca(se o

their aordabilit" to p(rchase the prod(cts sho#ing that there is association

bet#een the occ(pation and the imp(lsi!e b("ing beha!ior.

Inte0national Re;ie= o2 !anagement an4 B15ine55 Re5ea0ch 6*ol$ %

I551e$#7 !a0ch %99':


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(rchasing and b("ing pattern has changed o!er the time periods. The

cons(mer #hich #as tho(ght to be rational is no# considered to dri!en b"

something other than rationalit". ?arki, >h(tto, rshad, 8Fh(hro 2012 o(nd o(t

that b("ing is more emotional rather than rational. This research also o(nd that

there are dierent things that eect b("ing that incl(des c(lt(re and liest"le as

the" dri!e cons(mers to#ards the prod(ct that the" act(all" b(". *(stomers

regardless o the c(lt(re go thro(gh a i!e #ell deined steps o making a

p(rchase decision s(ch as search inormation, need recognition, p(rchase and

post p(rchase decisions and e!al(ation o alternati!es, and at e!er" stage

c(lt(re is a ma'or orce that inl(ences it. research on china ga!e the acts

abo(t the p(rchase pattern o a dierent c(lt(re. *(lt(re in china is more o

collecti!e in nat(re so the research o(nd that collecti!ist !al(es inl(ence their

p(rchasing decision more than an"thing.


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INTRODUTION

/esearch is an inseparable part o h(man kno#ledge. Modern academics '(st

can:t stand and meet the aspirations o a mat(red societ" i it doesn:t pro!ide

research and in!estigation. The ob'ecti!e (nction o research is to add ne#

kno#ledge to the existing line, b(t its po#er or cleaning o(t mind is notable.

The scientiic method is more s"stematic, proced(ral, exha(sti!e, planned, no

biased, etc. so marketing research or b(siness research sho(ld be proper

prepared in se(ential manner to complete their research process b" sol!ing

their problem identiied. >(siness researches are also scientiic methods o

gathering inormation abo(t (nkno#n !ariables in b(siness and hence b(siness

research process is completed ater se(ential steps.

This part o research report is !er" m(ch important beca(se it explain the

concept and proced(res ollo#ed b" the researcher to st(d" the problem. -t is

help(l to reader to (nderstand #hole st(d" easil".

PROBLE! STATE!ENT

-denti"ing and deining o the problem is the starting point o the research

process. -t is the most important part o research process. -n b(siness,


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researches are basic researches #hich are done to a(gment the kno#ledge o

that partic(lar discipline. -n most o the cases b(siness researches are the

applied researches. The" can be seen as problem sol!ing process or

opport(nit" tapping process.

Bere the problem statement is CTo 5t14< the im?1l5e 1EMore to attract more c(stomers

RESEARH DESIGN

research design can be deined as a rame#ork or bl(eprint or cond(cting the

market research pro'ect. -t speciies the details o the proced(res necessar" or

obtaining the inormation needed to str(ct(re andIor sol!e marketing research

problems

TYPE OF RESEARH


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Bere the research is cond(cted to st(d" o(t the imp(lse b("ing beha!ior o

cons(mer:s.

This research is based on De5c0i?ti;e t


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The research pro'ect has primar" data as #ell as secondar" data or dierent

reasons.

P0ima0< Data -t is described as those data that ha!e been obser!ed and

recorded b" the researcher or the irst time to their kno#ledge. The data isoriginal in character and highl" representati!e and (nbiased.

-n this report primar" data #ill be collected (sing a str(ct(red (estionnaire

incl(ding open and close ended (estionnaire. @e #ill also (se obser!ation

method or the same.

Secon4a0< Data The data collected in order to s(pport primar" data and to get

more kno#ledge is kno#n as ?econdar" Data. -t is the data alread" been

collected b" others #hich ma" be p(blished or (np(blished. This data is primar"

data or the agenc" that collects it and becomes secondar" data or someone

else #ho (ses this data or his o#n p(rpose.

-n this research pro'ect, secondar" data is collected thro(gh compan":s #ebsite,

database, 'o(rnals and maga+ines.

TOOLS FOR ANALYSIS

Data #ill be represented (sing sot#are like M? ;R*;L in the orm o dierent

graphs and charts and #e ha!e also (se percentage method or the same.

LI!ITATIONS OF THE STUDY

The st(d" is restricted to some areas o cit", hence the res(lts ma" not

hold tr(e or all the areas in #hich the compan" operates.


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-nacc(rac" o the respondent might aect the res(lt.

.1e5tion #

STI!ULUS ;xtremel" inl(ential =e(tral Less =ot at all T6TLinl(ential -nl(ential -nl(ential %

@indo#I-n5store 23 ', 23 12 $ 100Displa"

Disposable -ncome O 1K '% 2& 1K 100

Maga+ine 2 14 2& ', 21 100d!ertising

/adioIT< 2 1C 2K '9 22 100d!ertising

?alesperson 3 14 %- %- 2K 100

rice and disco(nt (+ 2$ 22 & 1 100


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G(alit" )@ 32 $ 2 2 100

;motional 12 ') 1K 1$ 21 100ttachment

IN STORE DISPLAY

=o o respondents ercentage %

;xtremel" inl(ential &C 23

-nl(ential 111 3K

=e(tral &C 23

Less inl(ential 3& 12

=ot at all inl(ential 1

Total 300 100


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INTERPRETATION

)rom the abo!e chart, #e can tell that -n5 store displa" is important actor or

imp(lse p(rchase. Displa" Merchandise #ill help the store to attract cons(mer.

DISPOSABLE INO!E


;xtremel" inl(ential 24 O

-nl(ential 1 1K

=e(tral C& 32

Less inl(ential KO 2&

=ot at all inl(ential 1 1K

total 300 100


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INTERPRETATION

Disposable income does not pla" h(ge role or imp(lse p(rchase. -t is inl(ential

b(t not that m(ch that #ill trigger the intention o imp(lse p(rchase.

!AGA"INE AD*ERTISE!ENT


;xtremel" inl(ential & 2

-nl(ential 42 14

=e(tral KO 2&

Less inl(ential 111 3K

=ot at all inl(ential &3 21

Total 300 100


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INTERPRETATION

This actor also doesn:t pla" that m(ch role or imp(lse p(rchase. -t doesn:t

matter cons(mer i ad!ertisement is there or not i the" are going or imp(lse

p(rchase.

RADIOT$*$ ADS


;xtremel" inl(ential & 2

-nl(ential K 1C

=e(tral O1 2K

Less inl(ential C0 30

=ot at all inl(ential && 22

total 300 100


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INTERPRETATION

/adio and T.eca(se it is not that m(ch remember b" cons(mer at the time o p(rchasing

goods.

SALES PERSONS


;xtremel" inl(ential C 3

-nl(ential 42 14

=e(tral O4 2O

Less inl(ential O4 2O=ot at all inl(ential O1 2K

total 300 100


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INTERPRETATION

?ales person is important actor or imp(lse p(rchase. This #ill goes in the a!or

o store or it #ill goes against them.

PRIE AND DISOUNT


;xtremel" inl(ential 13O 4&

-nl(ential K 2

=e(tral && 22

Less inl(ential 1O &

=ot at all inl(ential 3 1

Total 300 100


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Inte0?0etation

-t is one o the most important actor or imp(lse p(rchase. >eca(se o h(man

nat(re #e m(ch more attracted to#ards dierent oers and scheme.

.UALITY


;xtremel" inl(ential 1KK C

-nl(ential C& 32

=e(tral 1

Less inl(ential & 2

=ot at all inl(ential & 2

Total 300 100


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INTERPRETATION

G(alit" is also !er" important actor. eople #ho lo!e to #ear branded and

(alit" cloths are !er" m(ch tend to do imp(lse p(rchase i the" like the (alit" o

cloths.

Emotional Attachment


;xtremel" inl(ential 3& 12

-nl(ential 10 3

=e(tral 1 1K

Less inl(ential 4 1

=ot at all inl(ential &3 21

Total 300 100


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INTERPRETATION

-t is inl(ential actor beca(se one ma" ha!e attachment to#ards dierent brands

or to#ards some stores and it #ill inl(ence o(r imp(lse p(rchase .

.UESTION %

Sen5e5 !o5t *e0< A;e0age Le55 Lea5t Total

Im?o0tant Im?o0tant Im?o0tant Im?o0tant

Sight )) 32 12 1 0 100

So1n4 2 '( '( 1& 14 100


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Smell 12 '+ 34 12 & 100

To1ch 3K (9 22 1 0 100

SIGHT


Most important 1&


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1

INTERPRETATION

-t is most important sensor" c(es that #ill trigger imp(lse b("ing beha!ior.

>eca(se things that look good to o(r sight that #ill attract (s more. s #e see

that % o respondent are considering this actor most important.

SOUND


Most important & 2


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INTERPRETATION5

?o(nd is inl(encing the sta" o cons(mer in an o(tlet. s #e can see that 34 %

o the respondent sa"s that it is important actor or imp(lse p(rchase.

S!ELL


Most important 3& 12


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INTERPRETATION

)ragrance or smell pla"s important role in imp(lse p(rchase. -t inl(ence the

timing spent in the store and it #ill increase the chance o imp(lse p(rchase.

TOUH


Most important 1&


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INTERPRETATION

% o the respondents think that it is the most important actor beca(se it gi!es

them the eel o the cloth and #hen it satisies them, chance o imp(lse p(rchase

increase.


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.UESTION '

?tim(l(s ?trongl"

agree

gree ne(tral Disagree ?trongl"

Disagree

Total

- tend to rel" on

store displa" #hen -

make a decision to

make a p(rchase.

11 (@ 32 & 2 100

- - see an interesting

promotional oer

red(ced price, salespromotion, etc on -n

Qstore signs, - tend

to b(".

2O (% 23 K 0 100

?alesIclearance

signs entice me to

look thro(gh the

clothing.

24 () 24 K 0 100

- am more likel" to

make an (nintendedp(rchase i the

clothing has a sale

or clearance signs.

23 31 2K 1C 0 100

- ha!e diic(lt" to

controlling m" (rge

to b(" #hen - see a

good oer.

22 2K 3 12 4 100


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INTERPRETATION

)rom the abo!e re(enc" table #e can identi" that store displa" pla"a the ma'or role

or imp(lse p(rchase. ro(nd 0% o the respondents are depends on store displa" ormaking choice and the" '(dge the store b" their displa" clothing. More the oer and

schemes displa" in the store more the (rge o p(rchasing cloth rom the store.

.UESTION (

stim(l(s ?trongl"

gree

gree ne(tral Disagree ?trongl"

Disagree

Total

The scent coming

rom the store

entices me to go

inside.

C 2C (9 1K 100

- the store smells

good - tend to sta"

longer and look at

the merchandise.

O '- 3K 13 4 100

- a store scent is

pleasant - intended

to go back to the

store in (t(re.

10 30 '- 1& & 100

- tend to b(" more

than planned i the

store aroma is nice.

K 1& '% 2O C 100

- am more likel" to

make an (nintendedp(rchase i the store

smells ood.

& 21 '% 30 11 100


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INTERPRETATION

)rom the abo!e re(enc" it is o(nd o(t that smell does not create h(ge impact

on imp(lse p(rchase. Most o the actor has been rated a!erage b" respondents.

-t '(st increases the spending time o cons(mer in the store and might be

inl(ence the imp(lse p(rchase.

.UESTION )

STI!ULUS St0ongl< Ag0ee Ne1t0al Di5ag0ee St0ongl< TOTALAg0ee Di5ag0ee 6:

The m(sic pla"ing in the 12 2& '' 22 K 100store aects m"p(rchase-ntention

- - like the m(sic inside 4 2O '# 2O C 100the store m" chances ob("ing become greater

- spend more time in the 1$ (% 2& 14 3 100store looking aro(nd, i -like the ambience andthebackgro(nd so(nds

The more time - spend 14 32 ') 1$ 4 100to(ching themerchandise, greaterare

m" chances o b("ing

INTERPRETATION

)rom the abo!e re(encies, #e ha!e o(nd o(t that ambience and store looko(t


44/48

1

inl(ence the timing spend in the store b(" cons(mer and it #ill create more

chance or imp(lse p(rchase.

Likeable m(sic also inl(ences the p(rchase intention o the cons(mer and the

chance o p(rchasing increase b" to(ching the material o the cloth.

1 )rom the !ario(s indi!id(al stim(li #e ha!e o(nd o(t that the abo(t 4&%

and abo(t C% o respondents sa" that their imp(lse b("ing beha!ior is

greatl" inl(enced b" price and disco(nts oered and (alit" respecti!el".

@hile 2K% o the respondents eel that salesperson in the retail stores

ha!e no inl(ence on their b("ing beha!ior.

2 The re(enc" s(ggests that % c(stomers eel that sight is the most

important sensor" organ or them #hile making a p(rchase decision #hile

all the other actors are also !er" important. Bo#e!er ma'orit" o c(stomers

eel that to(ch is also an important actor ater sight.

3 s per the s(r!e" data 4C% o respondents sa" that their imp(lse b("ing

beha!ior is greatl" inl(enced b" store displa"s. 42% o the total respondent

sa"s that i the" see an interesting promotional oer the" tend to b("

respecti!el". @hile the c(stomers opinion is !aried #hen it comes to

controlling the (rge to b(" #hen the" see a good oer.

4 s per the s(r!e" data 3O% o therespondents eel that i the store smells

good the" tend to sta" longer and look at the merchandise ho#e!er smell

c(es do not entice the c(stomer to make (nplanned or imp(lse p(rchase.

s per the s(r!e" data 42% o the respondents spend more time in the


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1

store looking aro(nd, i the" like the ambience and the backgro(nd so(nds.

lso the backgro(nd m(sic does inl(ence the p(rchase decision o the

c(stomers to some extent. -t #as also o(nd that more time the c(stomers

spend to(ching the merchandise greater are their chances o making a

p(rchase.

The research presents an interesting and ascinating area or cons(mer

research and this st(d" #ill attempt to pro!ide a deeper (nderstanding o the

interaction bet#een cons(mers b("ing beha!ior and in5store stim(li #ith

respect to imp(lse p(rchase decisions. The ma'or indings rom the st(d" canbe s(mmari+ed as ollo#sJ

The most eecti!e stim(li that trigger imp(lse b("ing in cons(mers #as o(nd to

be price and disco(nts oered along #ith an" sale or clearance sign, #hich

ma'orl" inl(ence the p(rchase intentions o the c(stomer.

The s(r!e" also helped rank the sensor" abilities in order o their importance to

inl(ence the p(rchase decisions. -t #as o(nd that ?ight #as the most important

in inl(encing the b("ing beha!ior o cons(mers.

)rom the (nderstanding gained ater the s(r!e", it can be said #ith some

(nderstanding that sensor" c(es pla" a cr(cial role in predicting the imp(lse

b("ing beha!ior o the c(stomers. The" are s(ccess(l in enticing the c(stomers

to make (nplanned p(rchases #hich the c(stomer:s don:t e!en come to kno# o.

-t can be said #ith some degree o conidence that the !is(al merchandising as

#ell as other sight c(es pro!e to be airl" s(ccess(l in determining the cons(mer

b("ing beha!ior.

The attit(de and perception o c(stomers to#ards imp(lse b("ing is largel"


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1

shaped b" the actors o !is(al merchandising and sensor" c(es.

@hile smell c(es ha!e onl" limited contrib(tion to cons(mer b("ing beha!ior.

so(nd and to(ch also pla" signiicant role in determining the amo(nt o time a

c(stomer spends in a store and the res(lt o increased time spent on the

intention to p(rchase.

)rom the abo!e data #e s(ggest the ollo#ing things to the >Emore.

1 Go OnlineJ - bEmore #ants to expand more. The" sho(ld go online or 2

p(rposes. a To -ncrease ?ales 8 b To (sh Marketing.

a >" going online, bEmore can open their o#n #ebsite. ?o that lo"al

c(stomers can shop rom home and e!en ne# c(stomers can be targeted.

b The" can e!en market themsel!es b" interacting #ith c(stomers thro(gh

dierent social net#orking sites and e!en b" gi!ing ad!ertise on dierent

#ebsites.2 LocationJ *(rrent location o bEmore is exactl" opposite side o the bridge.

That o!ershado#s bEmore. There is also a parking problem. ?o, the" can

shit their location.

3 Hea;< B1t E22ecti;e !a03etingJ The" can do hea!" marketing b" targeting

premi(m segment o societ". )or that the" can gi!e co(pons at the places

#here premi(m segment can be targeted. ;xampleJ T9> resta(rant, (di

?ho#room, >M@ sho#room, Tennis cl(b etc.4 !aintain 15tome0 T0ac3 Reco04J The" sho(ld maintain proper track

record o c(stomer to comm(nicate oer to them and also to make (t(re

decisions. )or that the" can iss(e membership card.


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BOO&S

krishna k. ha!aldar Industrial Marketing. Tata Mc9ra#5Bill ;d(cation,

200.

?chindler, D. *. 200K. Business Research Methods. >angloreJ Tata

Mc9ra#Bill.

Leon ?chiman, L. L. 200C. Consumer Behavior .earson .

WEBSITES

>hakat, 9. M(r(ganantham 8 /a!i ?hankar. P /e!ie# o -mp(lse >("ing

>eha!ior.P pril 22, 2013. ShttpJIIdx.doi.orgI10.3CIi'ms.!n3p14CE.

Dani5elFebir, mel 9raa and Maacho(. PL-*T-6= 6) ?T-MALA? 8

/;?6=?; M6D;L T6 -MAL?;.P Serbian Journal of Management

2011. ShttpJII###.s'm0&.comI?NM%20-??=14254O&4IK12012Ma"11K0IK135&4.pdE.

)aber, ?eo(nmi o(n and /onald N. P-mp(lse >("ingJ -ts /elation to

ersonalit" Traits and *(es.P Advances in Consumer Research 2000J

1KC51O. ShttpJII###.acr#ebsite.orgIsearchI!ie#5conerence5

proceedings.aspxU-dVO3O3E.


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PhttpJII###.reportlinker.comIci0211OI*lothing5?tores.html.P 2013.

?BB-D >?B-/, MABMMD H;;?B=,?>>/DBBM ?>>/.

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