The Importance of Hedonism in Consumer Behaviour and Its Implications for the Affordable Fashion Apparel Industry in Poland
Bujok, Anna Magdalena (2007) The Importance of Hedonism in Consumer Behaviour and Its Implications for the Affordable Fashion Apparel Industry in Poland. [Dissertation (University of Nottingham only)] (Unpublished)
This study examines the importance of hedonism in Polish consumer behaviour and its implications to affordable fashion apparel industry. Polish economy is still in a transition and this influences consumer behaviour. The study presents a link between hedonic consumer behaviour and experience marketing. There are examined following aspects of consumer behaviour: perception of consumption experience and shopping experience in general, perception of shopping experience in the context of the affordable fashion apparel industry and, finally, detailed examples of hedonic behaviour are identified. The study reveals that Polish consumers, that are rather economically oriented, enjoy greatly thrift shopping. This maybe of special interest to marketers interested in entering the affordable fashion apparel market in Poland.
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