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Consumer Behaviour and Retail Marketing Strategy CONSUMER’S ATTITUDES TOWARDS H&MJIAHAO HUANGModule Code: MKT9116MConsumer Behaviour and Retail Marketing StrategyModule Co-ordinator: Sabine GerlachUniversity of Lincoln May 2016AbstractKeywordsconsumer, attitude, beliefs, behavior, fashion industry, H&M, attitude- behavior gapThis research paper will evaluate consumer trends in the fashion industry and establish the existing attitudes from consumers regarding products and services.