engleski

SHOPPING ORIENTATIONS OF MALE CONSUMERS BUYING APPAREL

Through a theoretical and empirical approach to the concept of consumer masculinity, which is determined by social norms, this paper argues that the buying process of male consumers is significantly different from that of women. Based on these differences, which are apparent both in terms of behaviour and attitude, male consumers can be classified into several groups with characteristic shopping styles. The paper looks at the internal determinants of the behaviour of male consumers and presents the specific stages of the complex male consumer buying process. Through a detailed description of the male consumer behaviour that can fit into any existing consumer behaviour model, a model of male apparel consumers’ behaviour is developed and presented. Examples are used to present possible men’s shopping styles according to demographic and personality characteristics, considering the influence of situational factors. As the hypotheses were set, the gender-specific research was conducted on a deliberate sample of 173 male respondents who bought a clothing product in shopping malls. Of the characteristics that characterize our sample, we considered only those that can directly or indirectly affect the experimental results. These are: gender, shopping behavior, interest in fashion and clothing. The main findings of the research are that men’s decision to buy a clothing item is influenced by different shopping orientations, while the environment has no significant impact on that choice.

men, shopping orientation, shopping, consumer behaviour, clothing

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