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The role of national identity in the consumer's buying process of national designers - a case study in the Irish fashion industry

de Andrade Rodrigues, Daniela Cristina (2020) The role of national identity in the consumer's buying process of national designers - a case study in the Irish fashion industry. Masters thesis, Dublin, National College of Ireland.

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Abstract

The fashion industry in Ireland is facing a scenario increasingly in both competitive and demanding customers. In this sense, understanding consumer behaviour and possible stimuli and influences are essential.

This study intends to expand comprehension about the role of national identity in the consumer's buying process of national designers. It focuses on analysing the shopping experience of women from generation X and baby boomers in Ireland.

As this project seeks to observe, analyse, understand factors, ideas, feelings, associations and subliminal messages that can impact the purchase process, a qualitative simple case study was defined, with two units of analysis. The first unit of analysis involves the retailers, and the second takes into account the consumers of national designers. The study was performed through in-depth interviews and an observational process. The interviews contemplated retailers and consumers and sought to assess if national identity impacts the purchase process and raise conceivable associations made by customers between national designers with this element. The results revealed that national identity influences the purchase process and can stimulate the search for a national brand.

Additionally, this element influences consumers establishing associations with the brand and the physical variables, a crucial factor in the clothes purchase process of generation X and baby boomers. It alludes that, through efficient use of this element, they can develop growth and awareness strategies in the local market without compromising their international operations, mainly in a post-pandemic scenario.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry
Divisions: School of Business > Master of Science in Marketing
Depositing User: Dan English
Date Deposited: 08 Feb 2021 13:41
Last Modified: 08 Feb 2021 13:41
URI: http://norma.ncirl.ie/id/eprint/4694

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