Naslov
Demographic profile and purchasing outcomes of fashion conscious consumers in Croatia

Autori
Anić, Ivan-Damir ; Mihić, Mirela

Izvornik
Ekonomski pregled : mjesečnik Hrvatskog društva ekonomista Zagreb (0424-7558) 66 (2015), 2; 103-118

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

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

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA