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Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

Currently: Marketing i Zarządzanie

ZN 865 PZFiM nr 38
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Zachowania konsumentów na rynku markowej odzieży


(Consumer Behavior on the Branded Clothes Market)
DOI: 10.18276/pzfm.2015.38-03
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ISSN:1509-0507
eISSN:2353-2874
Authors: Joanna Newerli-Guz
Akademia Morska w Gdyni
Keywords: clothing brand consumers’ behavior luxury products
Issue / book publication date:2015
Page range:8 (29-36)
OAI-PMH:Metadata
CC BY-SA Open Access CEEOL
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Abstract

Intense competition in the clothes market causes a big activity of both producers and consumers. One of response from the manufacturers' side is fast fashion – the supply of clothing products to stores in the shortest possible time, resulting in the existence of up to 20 subseasons during one year. Consumers’ response to it are both more frequent purchases, as well as looking for cheaper sources of branded products. One of them is the second-hand shops or outlets. On the clothes market there is a growing group of consumers of branded apparel products, for which the high price is not a barrier in buying. Many factors determine consumer behavior on clothing market, among them is the brand of these products. The aim of the paper is to assess the buying behavior of the selected group of respondents and the impact of brand clothing products to these behaviors. The study was conducted on a 220-person sample.

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