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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Main Author:	Mohd Razi, Nurul Syazana
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2018
Subjects:	Marketing Product management Marketing research. Marketing research companies. Sales forecasting Retail trade
Online Access:	http://ir.uitm.edu.my/id/eprint/21242/ http://ir.uitm.edu.my/id/eprint/21242/1/PPb_NURUL%20SYAZANA%20MOHD%20RAZI%20M%20BM%2018_5.pdf

id	uitm-21242
recordtype	eprints
spelling	uitm-212422018-10-23T01:37:08Z http://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 http://ir.uitm.edu.my/id/eprint/21242/1/PPb_NURUL%20SYAZANA%20MOHD%20RAZI%20M%20BM%2018_5.pdf Mohd Razi, Nurul Syazana (2018) Marketing capabilities of fashion and apparel retailing among small medium enterprises in Bangi / Nurul Syazana Mohd Razi. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Marketing Product management Marketing research. Marketing research companies. Sales forecasting Retail trade
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
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.
format	Student Project
author	Mohd Razi, Nurul Syazana
author_facet	Mohd Razi, Nurul Syazana
author_sort	Mohd Razi, Nurul Syazana
title	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_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_sort	marketing capabilities of fashion and apparel retailing among small medium enterprises in bangi / nurul syazana mohd razi
publisher	Faculty of Business and Management
publishDate	2018
url	http://ir.uitm.edu.my/id/eprint/21242/ http://ir.uitm.edu.my/id/eprint/21242/1/PPb_NURUL%20SYAZANA%20MOHD%20RAZI%20M%20BM%2018_5.pdf
first_indexed	2023-09-18T23:06:09Z
last_indexed	2023-09-18T23:06:09Z
_version_	1777418496831913984

Marketing capabilities of fashion and apparel retailing among small medium enterprises in Bangi / Nurul Syazana Mohd Razi

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