engleski

An extended research on attitudes among students of the University of Zagreb towards jeans brands

Branding is becoming more important in a market today, therefore, the brand, as a constant in ever changing jeans fashion, gives its market value measured through recognition, loyalty and experience of quality or as being an "addition" to the expected quality. A brand is one of the key marketing determinants of a product, which influences consumer attitude and behavior. The basis for brand management is the examination of an attitude toward brand, brand perception and it’s positioning in a client's consciousness. The brand perception attributes are given in a four summary forms named as: (a) positive, (b) negative, (c) behavioral, and (d) functionally- symbolic aggregates of characteristics of different jeans brands as experienced by the individuals questioned. The aim of the paper, beside the estimation of the perception and rank of each jeans brand through a survey of a student population of two faculties in Zagreb (AgrF and TTF, as an indicative part of this market segment) at the beginnings of the year 2006, is to find out the role of the time variable, tree years before and in present time, in attitudes (perception and position) of jeans brands among students population of the Zagreb’s University.

jeans brands; attitudes; perception; position; the students of Zagreb`s University; extended research

nije evidentirano