Consumers' apparel purchasing behavior in Croatia

Commissioned by: The Institute of Economics, Zagreb 
Project duration: September, 2014 – September, 2015 
Project manager: Ivan-Damir Anić, PhD

Brief outline: 
This research investigates consumer apparel purchasing behavior in Croatia. It aims to explore patterns of consumer behavior and to identify the impacts of various factors on purchasing outcomes, which may help companies adjust their business strategies. The goal of this research is to identify factors that have the strongest impacts on money spent by consumers on clothing and identify relationships between various antecedent variables. Analyzed antecedent variables include fashion consciousness, consumer fashion innovativeness, prestige sensitivity, shopping motivations, consumer impulsiveness/compulsiveness, the importance of clothing attributes for making purchases, consumer preferences for buying foreing apparel brands, the impact of retail mix on purchases (like the impacts of fashion displays, mannequin displays, signages, music, layout). This research also takes into account the impacts of various demographic variables, including gender, age, family income, profession of a respondent and number of houshold members. Analyzed outcome variables include number of clothing items purchased, money spent in the store, shopping frequency, unplanned purchases. Data will be collected by using telephone survey using the sample of 300 respondents in Croatia. Collected data will be analyzed by using regression models, cluster and factor analyses, ANOVA. Expected research results are the factors that influence consumer apparel purchases. The results might contribute to the existing apparel consumer behavior literature and also may yield important managerial implications in the field of clothing industry.