Customers’ Attitude Determinants and Positioning of Different Boutique Houses: A Study on Some Selected Boutique Houses in Dhaka City of Bangladesh

Abstract

The people of Bangladesh are now becoming fashion conscious. The demands for product of boutique houses are increasing. Customers are leaning towards local and traditional cloths and accessories and they prefer local boutique houses. This paper examines the customers’ attitude determinants for boutique houses and positioning of different boutique houses. Customers of Rang, Shadakalo, Bibiana, Anjans, Nipun and K-kraft have been surveyed for the study.  A sample of 50 respondents has been selected based on judgmental sampling for the study. Multiple Regression analysis and multidimensional scaling technique have been conducted for the purpose of the analysis. The finding of the research suggest that price, location, brand name, staff behavior, and exclusive collection of cloths are the variables that affect the customer’s attitude towards boutique houses.

Keywords: Boutique House, Customers’ attitude, Positioning