Effect of Brand Strategy on Co- Shopping of Mother and Daughter in Bangladesh: Potentials, Challenges, and Solutions

IF 3 Q2 OPERATIONS RESEARCH & MANAGEMENT SCIENCE

International Journal of Management Science and Engineering Management Pub Date : 2022-10-18 DOI:10.36647/ijsem/09.10.a010

Md. Ridhwanul Haq, M. Karim, Md. Shakirul Islam Khan, A. Biswas

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引用次数: 0

Abstract

In Bangladesh, the total domestic clothing market is not small. Especially women's clothing market is much bigger than others. There is a significant impact of mother-daughter co-shopping on women's clothing purchasing. But unfortunately, no brand line has been started, or no branding strategy has been taken on targeting this huge market segment. Traditionally there is a trend of mother-daughter co-shopping, not only in Bangladesh but worldwide. And usually, when family shopping occurs, women of the families do this shopping, where the mother, daughter, and sisters are present in that shopping. So, it is very typical that mother-daughter will go shopping together whereas male persons of the family do not usually do their shopping together. A male person used to go shopping most of the time individually. So, it can easily be said that there is a vast market potential for this mother-daughter co- shopping. This report will identify the market potentials, impacts, challenges, and solutions of mother-daughter co-shopping branding in Bangladesh. This report has been made based on 30 women interviews from different shopping malls in Dhaka and market analysis from various market reports on the domestic clothing market.

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品牌策略对孟加拉母女共同购物的影响:潜力、挑战与对策

在孟加拉国，国内服装市场总量并不小。特别是女装市场比其他市场大得多。母女共同购物对女性服装购买有显著影响。但不幸的是，没有品牌线已经开始，或者没有品牌战略已经采取针对这个巨大的细分市场。传统上，母女共同购物是一种趋势，不仅在孟加拉国，而且在全世界都是如此。通常，当家庭购物发生时，家庭中的女性会购物，母亲、女儿和姐妹也会出现在购物现场。所以，母女一起去购物是很典型的，而家里的男性通常不会一起去购物。男性过去大部分时间都是单独去购物。因此，可以说这种母女共购有着巨大的市场潜力。本报告将确定孟加拉国母女共同购物品牌的市场潜力、影响、挑战和解决方案。这份报告是基于对30名来自达卡不同商场的女性的采访，以及对国内服装市场的各种市场报告的市场分析。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Management Science and Engineering Management OPERATIONS RESEARCH & MANAGEMENT SCIENCE-

CiteScore

8.50

自引率

33.30%

发文量

期刊介绍： International Journal of Management Science and Engineering Management (IJMSEM) is a peer-reviewed quarterly journal that provides an international forum for researchers and practitioners of management science and engineering management. The journal focuses on identifying problems in the field, and using innovative management theories and new management methods to provide solutions. IJMSEM is committed to providing a platform for researchers and practitioners of management science and engineering management to share experiences and communicate ideas. Articles published in IJMSEM contain fresh information and approaches. They provide key information that will contribute to new scientific inquiries and improve competency, efficiency, and productivity in the field. IJMSEM focuses on the following: 1. identifying Management Science problems in engineering; 2. using management theory and methods to solve above problems innovatively and effectively; 3. developing new management theory and method to the newly emerged management issues in engineering; IJMSEM prefers papers with practical background, clear problem description, understandable physical and mathematical model, physical model with practical significance and theoretical framework, operable algorithm and successful practical applications. IJMSEM also takes into account management papers of original contributions in one or several aspects of these elements.