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 [Dissertation (University of Nottingham only)] (Unpublished)

[img] PDF - Registered users only - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (601kB)

Abstract

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.

Item Type: Dissertation (University of Nottingham only)
Keywords: hedonic consumption, hedonism, experiential view of consumption, experience marketing, experiential marketing, consumption experience, Poland, Polish consumers, apparel
Depositing User: EP, Services
Date Deposited: 06 Mar 2008
Last Modified: 14 Sep 2016 02:59
URI: http://eprints.nottingham.ac.uk/id/eprint/21505

Actions (Archive Staff Only)

Edit View Edit View