Marketing Research: Consumer Behavior Study in Dubai & Sharjah

This report presents a study on consumer behavior in the clothing market, specifically focusing on Dubai and Sharjah. It investigates the factors influencing consumer purchasing decisions for fashion clothing, targeting professional women. The research defines the importance of the study, outlines research objectives and questions, and discusses the impacts of the dissertation. It also includes a theoretical framework, referencing key studies on consumer behavior, such as the impact of age, income, group influence, and personal preferences. The report highlights consumer behavior theories like "Reasoned action theory" and "Hawkins stern impulse buying". The study identifies gaps in existing literature and provides a comprehensive overview of consumer attitudes towards fashion clothing in the specified regions. The report is a valuable resource for understanding consumer behavior in the fashion industry and its implications for businesses operating in Dubai and Sharjah.

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CONSUMER BEHAVIOR

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Table of Contents
Title..................................................................................................................................................2
Importance.......................................................................................................................................2
Research objectives and aims..........................................................................................................2
Research questions...........................................................................................................................2
Impacts of dissertation.....................................................................................................................2
Theoretical framework for the dissertation......................................................................................3
References........................................................................................................................................4

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Title
The title of the proposed research is “Consumer behavior study in Dubai and Sharjah with
relation to the clothing market, catering to ladies. A investigation of factors which influence to
purchase fashion clothes: Study of Dubai and Professional Women”. Yes the title of the study
capture theory and context of the study.
Importance
This study is important because it provide the guidelines to the organizations of Dubai and
Sharjah to include these factors in fashion clothes by providing them the information about the
consumer behavior.
Research objectives and aims
 To understand “the factor which affects consumer behavior”
 To investigate “the factors which influence the consumer to buy fashion clothing in
Dubai and Sharjah”
Research questions
 What are the factors and aspects which impacts the behavior of consumers?
 Describe the factors which affect the buyer for purchasing fashion clothes in Dubai and
Sharjah?
Impacts of dissertation
The present dissertation has positive effects to the employer of the companies to change the
technology and other aspects according to the needs of the consumer in buying fashion clothes.
The dissertation also solves the problem of inadequate information about current consumer
trends by providing current information about consumer attitudes towards fashion clothing.

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Theoretical framework for the dissertation
Researchers describe that age and income is the major factor which impact consumer to purchase
fashion clothing (Eze & O. Bello, 2016). Researchers also investigate income of the consumer is
one of the factor which influence consumers (Hamza Salim, 2018). The other study examined
that group influence, status and personal preference will affect the buyer (Obeidat & Young,
2016). The dissertation will include consumer behavior theories such as “Reasoned action
theory”, “Hawkins stern impulse buying”.
The theory is applied in the countries such as Dubai as well as Sharjah, it is because the
estimation revealed that in Dubai and Sharjah attitudes of the consumer is dynamic and changes
through several reason (Obeidat & Young, 2016). The gaps in literature are that the study focus
on only limited factors which change consumer behavior.

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References
Eze, S.C. & O. Bello, B.A., 2016. Factors influencing consumers buying behavior within
clothing industry. British Journal of Marketing Studies, 4(7), pp.63-81.
Hamza Salim, K., 2018. The Influence of Involvement and Awareness on UAE Women Attitude
Towards Fashion Clothing. International Journal of Marketing Studies, 10(2), pp.76-85.
Obeidat, M. & Young, W.D., 2016. Consumer Purchasing Decision for Fashion Luxury Brands
in Dubai. International Journal of Management Accounting & Economics, 2(4), pp.7-23.