Hrvatsko društvo ekonomista

ARTICLES ::: AUTHORS ::: ARTICLES SEARCH

May 2015. ::: Vol.66 No. 02

Ivan Damir Anić
Mirela Mihić

DEMOGRAPHIC PROFILE AND PURCHASING OUTCOMES OF FASHION CONSCIOUS CONSUMERS IN CROATIA Prethodno priopćenje 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. clothing industry; purchasing behaviour; fashion consciousness; demographics; unplanned purchases Puni tekst: pdf (324 KB), Engleski, Str. 103 - 118

DEMOGRAPHIC PROFILE AND PURCHASING OUTCOMES OF FASHION CONSCIOUS CONSUMERS IN CROATIA

Prethodno priopćenje

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.

clothing industry; purchasing behaviour; fashion consciousness; demographics; unplanned purchases

Puni tekst: pdf (324 KB), Engleski, Str. 103 - 118