Chapter I

CHAPTER I

INTRODUCTION AND BACKGROUND

This chapter discusses the problem the researchers want to answer. Also, stated in this chapter is a short discussion of how the researchers will begin in making this research possible.

It contains of introduction, background of study, theoretical framework, conceptual framework, statement of the problem, assumption, significant of the study, scope and limitation and definition of terms.

INTRODUCTION

Every consumer has a choice to be different to another because consumers have different lifestyle, perception and preference. When you are creating a design of a product you must consider the age, gender and style of your customers like in the Philippines, which are democratic country, you may consider the expression or the freedom of everyone to express their personality because in clothing it is one way of expressing one’s self.

In the modern society right now, competition is now getting tougher because of extensive product preference of an individual and as a marketing management student and wants to have a business in the future it is important to know how hard to entry in a new venture of business like this. The purpose of this research is to know the brand preference of a teenager on ready to wear clothing and to the Filipino that wearing different kind of clothes, to the future businessmen to have a foundation on the possible improvements necessary to be on top of the business in clothing.

BACKGROUND OF THE STUDY

For many consumers, the models short stroll is the first image that springs to mind at the mention of the word “fashion”. The runway show with its combination of creativity, glamour and artifice is one of the elements that drive us, again and again, to buy clothes we don’t really need. It’s difficult to think of an industry that does not have recourse to marketing in one form or another, but only fashion has such an overbearing reliance on it. When clothes leave the factories where they are made, they...