Consumer Behavior in Outdoor-Clothing Segment

článek ve sborníku ve WoS nebo Scopus

angličtina

In past decades changes in scientific approach to evaluation of consumer-behavior issue have been introduced. In the past scientists believed that a consumer was a fully informed human being making decision in a way to maximize their profit. Today, i.e., when the Western society does not suffer from any lack, this approach is changing. Consumers are not fully informed, they are affected by changes in fashion trends, influenced by their environment, no matter if by family/friends or advertising. When making their decisions consumers must face a risk of purchase of a wrong product, dissatisfying their needs. This paper deals with consumer behavior in outdoor-clothing segment. Secondary research has revealed that outdoor clothing is very popular in the Czech Republic, used not only for outdoor activities. The universality of outdoor clothing enables people to wear such clothing also for their every-day activities. Several types of consumers have been defined depending on their attitude to outdoor activities; a questionnaire survey (n=338) has been employed. The most represented type of a consumer has been an individual with medium-intense relation to outdoor activities. The purchase of such consumer is influenced by several factors, including campaigns/discounts, material brand, clothing brand, fashion, every day use, recommendations offered by their family or friends. However, such consumer may not be finally satisfied with their purchase.

behavioral economy, consumer behavior, marketing communication, outdoor-clothing segment

FOJTŮ, K.; MRÁČEK, P.

2015

30. 11. 2015

978-0-9860419-5-2

Innovation Management and Sustainable Economic Competitive Advantage: From Regional Development to Global Growth

1278

1284

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