Στρατηγικό μάρκετινγκ στην επωνυμία μιας εταιρείας
Marketing strategy at the branding of a company
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Keywords
Πανδημία ; Gucci ; Οίκος μόδας ; Φυσικό κατάστημα ; Ηλεκτρονικό κατάστημαAbstract
The purpose of this study is to examine the differentiation of the preference of customers to physical and online stores before the pandemic. Secondly, the correlations of customer preferences as well as their satisfaction with the demographic characteristics of the sample were investigated. An improvised questionnaire related to the above issues was used to assess demographics and characteristics and beliefs and preferences. In addition, the interview was used as a means of data collection. Descriptive statistics, x2, ANOVA and word analysis were applied. The findings may help to study the luxury product market strategy and to plan the future strategy in order for fashion houses to promote sustainability.