Factors to Improve the Quality of Fashion Clothing Shops in Douala, Cameroon

Fashion clothing shops in Douala are increasing since 2010 and are not performing well. Thus, this study aims to investigate the determinants that can improve the quality of fashion clothing shops in Douala which is the largest city of Cameroon. And market, marketing, human capital and business operations were taken as constructs� to influence that improvement of the quality among an age group from 18 to 46 and above. Out of the 225 questionnaires distributed, only 91 were valid for the final analysis, where the researcher had 59 females and 32 males, with respectively 64.8 % and 35.2 % showing finally that they strongly agree in preference of fashion clothing shops than online shopping. Thus the quality should be improved. However, hypothesis will be tested empirically for further studies.