Applying Correspondence Analysis to Brands of Bargain Clothing Chains

• Main Authors: ZHONG, ER-HAN, 鍾兒翰
• Other Authors: CHEN, KUAN-LIANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/xp277t

碩士 === 嶺東科技大學 === 行銷與流通管理系碩士班 === 107 === This study is based on the top six brands of bargain clothing chains to investigate their brand positions, where the brands are H&M, ZARA, UNIQLO, GAP, NET and Giordano. The study employs the correspondence analysis to explore and to understand the market positioning among Taiwanese consumers for these brands. The results can be used as references of marketing strategies for decision makers of these brands. From the perceptual map of the correspondence analysis, H&M and ZARA are relatively competitive brands of each other. The rest of the four brands are relatively sole brands without competitive brands. For the material feature of the elasticity, Girodano performs the best among the six brands.