Key factors affecting a young women's decision to buy a handbag in the Netherlands

Kurniawan, Caroline (2008) Key factors affecting a young women's decision to buy a handbag in the Netherlands. Bachelor thesis, Petra Christian University.

Abstract

This research analyzes the handbags buying behavior of young women in the Netherlands, focused on the decision-making factors. This research is conducted because a handbag nowadays has become a must-have fashion item for most women because of its ability to help them increase their self-esteem and confidence. Therefore, this research will be useful for handbag or clothing companies in the Netherlands and even companies which are going to enter this country since it can give information about the consumers' decision-making factors. From this research, those companies can adapt and make suitable strategies in order to enhance their sales for handbags. The writer uses both primary and secondary data in doing the research. The main tool for the primary data is questionnaire which will be processed by SPSS program and also Microsoft Excel. Besides that, the writer will give marketing recommendation to the companies after interpreting the result from the questionnaire.

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