The Influence of Brands, Self-concept and Reference Group towards the Willingness to Pay Premium of Career Women in Ireland in Fashion Clothing Industry

Faris, Nadja (2019) The Influence of Brands, Self-concept and Reference Group towards the Willingness to Pay Premium of Career Women in Ireland in Fashion Clothing Industry. Masters thesis, Dublin, National College of Ireland.

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Abstract

The purpose of this study is to determine the relationship of brands, self-concept and reference group and the willingness to pay premium of career women in Ireland in fashion clothing. The study revealed that fashion clothing in Ireland is growing vastly and in correlation to the growing number of career women, influence factors such as brand status, brand attitude, self-concept and reference group, they are motivated into willing to pay premium for fashion clothing.

The methodology for this research followed a quantitative research design where primary data were obtained by quantitative research design. A total of 152 participants responded to the survey distributed where data are then collected and gathered in SPSS. Based on the results from the findings of the research, it was learnt that career women in Ireland are willing to pay premium in fashion clothing where brand status, brand attitude, self-concept and reference group had a shown positive relationship with the willing to pay premium. Secondary data were acquired through literature review to develop theoretical understanding, objectives and to support the findings. According to the findings, recommendations are also stated where marketers can apply for improvement in the business of an organisation to further understand the willingness to pay premium within career women in Ireland especially in fashion clothing.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry H Social Sciences > HD Industries. Land use. Labor > Issues of Labour and Work > Classes of Labour > Women and Work
Divisions:	School of Business > Master of Science in International Business
Depositing User:	Caoimhe Ní Mhaicín
Date Deposited:	22 Oct 2019 12:29
Last Modified:	22 Oct 2019 12:29
URI:	https://norma.ncirl.ie/id/eprint/3998

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