FASHION VS FIT – IMPACT OF INTRINSIC CUES ON THE BUYING BEHAVIOR OF CONSUMERS
“I love new clothes. If everyone could just wear new clothes every day, I reckon depression wouldn’t exist anymore”, says Ms. Sophie Kinsella in her book. This study examines the effect of intrinsic cues – utility and need on consumers’ purchase behavior of clothes at the place of purchase. The analysis of the effect of Read More …