Ekonomski pregled, Vol. 66 No. 2, 2015.
Prethodno priopćenje
DEMOGRAPHIC PROFILE AND PURCHASING OUTCOMES OF FASHION CONSCIOUS CONSUMERS IN CROATIA
Ivan-Damir Anić
Mirela Mihić
Sažetak
The purpose of this research is to gain better insights into the relationships between demographics, fashion consciousness and clothing purchases. The data, collected from a consumer survey carried out in Croatia, were analysed using multiple regression analysis and one-way analysis of variance (ANOVA). Research results support proposed framework. Females, younger consumers and high-income consumers appeared to be more fashion conscious. Households with fewer members were also shown to have a higher level of fashion consciousness. Fashion-conscious consumers purchase more clothing items and buy more on unplanned basis. The framework provided helps clothing companies and retailers predict the behaviour of fashion-conscious consumers, as the starting point in designing their promotion campaign and enhancing competitiveness on the market.
Ključne riječi
clothing industry; purchasing behaviour; fashion consciousness; demographics; unplanned purchases
Hrčak ID:
139349
URI
Datum izdavanja:
22.5.2015.
Posjeta: 10.895 *