Naslov
Croatian T&Cc industry and students customer satisfaction with clothing products produced in domestic companies

Autori
Butigan, Ružica ; Stracenski Kalauz, Maja ; Grilec Kaurić, Alica

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

Izvornik
2nd International M-Sphere Conference for Multidisciplinarity in Science and Business : proceedings / Vranešević, Tihomir ; Peručić, Doris ; Mandić, Miroslav ; Hudina, Boris ; Plantić Tadić, Diana - Zagreb : Accent Press, 2013, 259-270

ISBN
978-953-7930-03-5

Skup
International M-Sphere Conference for Multidisciplinarity in Business and Science (2 ; 2013)

Mjesto i datum
Dubrovnik, Hrvatska, 10.10.2013. - 12.10.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Croatian textile and clothing (T&C) industry sector ; small and medium enterprises ; costumer perception and demand ; domestic clothing market ; satisfaction and loyalty ; marketing strategies ; students population

Sažetak
In today's world of globalization and economic crisis threats for the manufacturing business in such competitive market is also the case in sector of fashion industry. It brings worries for the future and is growing every day, especially for small and medium enterprises (makes 98, 56% of all) in clothing industry (C14) in Croatia in the year 2011. In creating an effective marketing strategy it is important to identify factors that determine demand, satisfaction and idealistically, brand loyalty. This paper examined some macroeconomic indicators of Croatian textile and clothing (T&C) industry sector and demand for clothing products trough students customer perception and behaviour about Croatian producers clothing products, their satisfaction and their brand loyalty. Data were collected by surveying student population - customers of Croatian clothing products. On-line surveying students (N=311) from three faculties of University of Zagreb (Faculty of Economics and Businesses Zagreb, Faculty of Agriculture and Faculty of Textile Technology at University of Zagreb) showed that the most of them do buy Croatian clothing products. Products quality showed to be an important factor in their purchase. Other important factors are price, fashion trends, brand image and companies’ image. Furthermore, consumers are very pleased with products quality, but discontented with price, promotion and availability of products. There are large number of customers that are not loyal to Croatian brands. Results show that Croatian clothing companies don't have clearly developed marketing strategy and should pay more attention to developing long-term relationships with their customers, researching reasons for their loyalty and developing loyalty programs. All customers agreed about buying more Croatian clothing products in case of better and more modern design, lower price, bigger promotion and wider distribution. The scientific contribution of this paper are new insights and better understanding of the demand for clothing products in Republic of Croatia, as well as the specifics required to build a competitive marketing strategy.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA