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Ponašanje potrošača pri kupovini odeće
Consumer behavior for buying clothes
University of Maribor, Faculty of Economics and Business, Maribor, Slovenia
email: bruno.zavrsnik@um.si
Abstract
Industrija odeće je veoma konkurentna, sa trendovima koji se brzo menjaju, raznolikim preferencijama kupaca i intenzivnom tržišnom konkurencijom. Stoga, sticanje uvida u ponašanje potrošača u ovoj specifičnoj oblasti postaje od suštinskog značaja za trgovce odećom koji žele da kreiraju uspešne poslovne strategije. Razumevanje motiva, preferencija i obrazaca ponašanja potrošača je ključno za tržišnu orijentaciju i kreiranje efikasnih marketinških strategija koje će ispuniti očekivanja kupaca i istovremeno povećati konkurentsku prednost prodavnica odeće na tržištu. Osnovna svrha našeg istraživanja bila je da utvrdimo najvažnije faktore koji utiču na kupovnu odluku potrošača, uticaj modnih trendova i uticaja, izbor prodavnica odeće i izbor online i fizičkih prodavnica.
Sažetak
The clothing industry is highly competitive, with rapidly changing trends, diverse customer preferences, and intense market competition. Therefore, gaining insight into consumer behavior in this specific area becomes essential for apparel retailers who want to create successful business strategies. Understanding the motivations, preferences and patterns of consumer behavior is crucial for market orientation and the creation of effective marketing strategies that will meet customer expectations and at the same time increase the competitive advantage of clothing stores on the market. The basic purpose of our research was to determine the most important factors that influence the purchasing decision of consumers, the influence of fashion trends and influencers, the choice of clothing stores and the choices of online and physical stores.
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