ZACHOWANIA KONSUMENTÓW NA RYNKU MARKOWEJ ODZIEŻY
CONSUMER BEHAVIOR ON THE BRANDED CLOTHES MARKET
Author(s): Joanna Newerli-GuzSubject(s): Economy, Psychology, Micro-Economics, Sociology, Social psychology and group interaction, Behaviorism, Sociology of Culture, Sociology of the arts, business, education, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: clothing; brand; consumers’ behavior; luxury products;
Summary/Abstract: Intense competition in the clothes market causes a big activity of both producers and consumers. One of response from the manufacturers' side is fast fashion – the supply of clothing products to stores in the shortest possible time, resulting in the existence of up to 20 subseasons during one year. Consumers’ response to it are both more frequent purchases, as well as looking for cheaper sources of branded products. One of them is the second-hand shops or outlets. On the clothes market there is a growing group of consumers of branded apparel products, for which the high price is not a barrier in buying. Many factors determine consumer behavior on clothing market, among them is the brand of these products. The aim of the paper is to assess the buying behavior of the selected group of respondents and the impact of brand clothing products to these behaviors. The study was conducted on a 220-person sample.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 38
- Page Range: 29-36
- Page Count: 8
- Language: Polish
