Fashion as the factor in purchase behaviour in the case of fiction

Student: Fishbejn Sof`ya

Faculty: Faculty of Management

Educational Programme: Master

Year of Graduation: 2014

The purpose of this study is to evaluate the role of fashion as a factor in the decision making process of buying fiction. Using a combination of qualitative and quantitative methods it was researched the possibility of segmenting customers in fiction market based on their relationship to the factor of fashion.

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