Market Research of Cashmere Product in Mongolia

• Main Authors: Bilguun Amarbold, 比勒公
• Other Authors: 吳志正
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/55426570038635182109

碩士 === 國立聯合大學 === 經營管理學系碩士班 === 103 === Cashmere is one of the biggest natural resources and fourth biggest export products of Mongolia, making up livelihood for almost one third of Mongolian population. The quality of Mongolian cashmere is excellent, and the price is very competitive compared to other producer countries. Mongolia may be far away from international luxury brand fabric’s main consumers, but the world’s fashion industry is increasingly interested in good fiber of Mongolian cashmere. This research examines trading strategy of Mongolian cashmere market, compared it with China’s (PRC) cashmere industry. Moreover, this study would like to understand purchasing intention of Mongolian consumers towards cashmere products using its quality, design and brand. Consumers response analyzed by IBM SPSS 19.0 program.