Marketing capabilities of fashion and apparel retailing among small medium enterprises in Bangi / Nurul Syazana Mohd Razi
Intense competition on short product life cycles in fashion retailing present a number of marketing challenges for retail firms. In order to survive in this industry it is vital for participants to develop and leverage marketing capabilities. Marketing capabilities used by many firms to maintain fir...
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| Format: | Student Project |
| Language: | English |
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Faculty of Business and Management
2018
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/21242/1/PPb_NURUL%20SYAZANA%20MOHD%20RAZI%20M%20BM%2018_5.pdf |
| _version_ | 1825735532064276480 |
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| author | Mohd Razi, Nurul Syazana |
| author_facet | Mohd Razi, Nurul Syazana |
| author_sort | Mohd Razi, Nurul Syazana |
| collection | UITM |
| description | Intense competition on short product life cycles in fashion retailing present a number of marketing challenges for retail firms. In order to survive in this industry it is vital for participants to develop and leverage marketing capabilities. Marketing capabilities used by many firms to maintain firm performances. The main study of this research is to investigate the marketing capabilities among SME fashion and apparel retailer in Bangi. Firm performance being a dependent variables in this research and measured by four independent variables which is customer service, store image differentiation, promotional capability and ICT adoption. A review of literature was conducted to find out the firm performance on fashion and apparel retailer. The literature review showed the relationship. This research is based on 67 respondents which collected in Bangi. Sampling method used in this study is convenience sampling. The data was analyzed using correlation coefficient and regression by using SPSS software. The findings showed that are positive relationship between these marketing capabilities and firm performance. However, the result showed that customer service, store image differentiation and promotional capability has significant impact on firm performance. |
| first_indexed | 2024-03-06T01:48:29Z |
| format | Student Project |
| id | uitm.eprints-1242 |
| institution | Universiti Teknologi MARA |
| language | English |
| last_indexed | 2024-03-06T01:48:29Z |
| publishDate | 2018 |
| publisher | Faculty of Business and Management |
| record_format | dspace |
| spelling | uitm.eprints-12422018-10-23T01:37:08Z https://ir.uitm.edu.my/id/eprint/21242/ Marketing capabilities of fashion and apparel retailing among small medium enterprises in Bangi / Nurul Syazana Mohd Razi Mohd Razi, Nurul Syazana Marketing Product management Marketing research. Marketing research companies. Sales forecasting Retail trade Intense competition on short product life cycles in fashion retailing present a number of marketing challenges for retail firms. In order to survive in this industry it is vital for participants to develop and leverage marketing capabilities. Marketing capabilities used by many firms to maintain firm performances. The main study of this research is to investigate the marketing capabilities among SME fashion and apparel retailer in Bangi. Firm performance being a dependent variables in this research and measured by four independent variables which is customer service, store image differentiation, promotional capability and ICT adoption. A review of literature was conducted to find out the firm performance on fashion and apparel retailer. The literature review showed the relationship. This research is based on 67 respondents which collected in Bangi. Sampling method used in this study is convenience sampling. The data was analyzed using correlation coefficient and regression by using SPSS software. The findings showed that are positive relationship between these marketing capabilities and firm performance. However, the result showed that customer service, store image differentiation and promotional capability has significant impact on firm performance. Faculty of Business and Management 2018 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/21242/1/PPb_NURUL%20SYAZANA%20MOHD%20RAZI%20M%20BM%2018_5.pdf Marketing capabilities of fashion and apparel retailing among small medium enterprises in Bangi / Nurul Syazana Mohd Razi. (2018) [Student Project] <http://terminalib.uitm.edu.my/21242.pdf> (Unpublished) |
| spellingShingle | Marketing Product management Marketing research. Marketing research companies. Sales forecasting Retail trade Mohd Razi, Nurul Syazana Marketing capabilities of fashion and apparel retailing among small medium enterprises in Bangi / Nurul Syazana Mohd Razi |
| title | Marketing capabilities of fashion and apparel retailing among small medium enterprises in Bangi / Nurul Syazana Mohd Razi |
| title_full | Marketing capabilities of fashion and apparel retailing among small medium enterprises in Bangi / Nurul Syazana Mohd Razi |
| title_fullStr | Marketing capabilities of fashion and apparel retailing among small medium enterprises in Bangi / Nurul Syazana Mohd Razi |
| title_full_unstemmed | Marketing capabilities of fashion and apparel retailing among small medium enterprises in Bangi / Nurul Syazana Mohd Razi |
| title_short | Marketing capabilities of fashion and apparel retailing among small medium enterprises in Bangi / Nurul Syazana Mohd Razi |
| title_sort | marketing capabilities of fashion and apparel retailing among small medium enterprises in bangi nurul syazana mohd razi |
| topic | Marketing Product management Marketing research. Marketing research companies. Sales forecasting Retail trade |
| url | https://ir.uitm.edu.my/id/eprint/21242/1/PPb_NURUL%20SYAZANA%20MOHD%20RAZI%20M%20BM%2018_5.pdf |
| work_keys_str_mv | AT mohdrazinurulsyazana marketingcapabilitiesoffashionandapparelretailingamongsmallmediumenterprisesinbanginurulsyazanamohdrazi |