Naslov
SHOPPING ORIENTATIONS OF MALE CONSUMERS BUYING APPAREL

Autori
Malić, Dražen ; Vuković, Dijana ; Hunjet, Anica

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Book of Proceedings ITC&DC 2022 / Dragčević, Zvonko - Zagreb : Tekstilno-tehnološki fakultet Sveučilišta u Zagrebu, 2022, 315-320

Skup
10th International Textile, Clothing & Design Conference: Magic world of textiles

Mjesto i datum
Dubrovnik, Hrvatska, 02.10.2022. - 05.10.2022

Vrsta sudjelovanja
Poster

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
men, shopping orientation, shopping, consumer behaviour, clothing

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA