Percepcija modnih brendova od strane potrošača u Srbiji
Perception of Fashion Brands by Consumers in Serbia
Apstrakt
Fenomen mode je oduvek izazivao pažnju, ali ova tema nikada nije bila aktuelna kao u vremenu u kojem živimo. Modna industrija prožima sve aspekte ljudskog društva i na najbolji način oslikava vreme u kojem živimo. Globalizacija mode i internacionalizacija poslovanja u modnoj industriji uslovile su seljenje važnih poslovnih funkcija u zemlje sa znatno jeftinijom cenom svih resursa što je uticalo na redukciju cene koštanja modnih proizvoda. Tekstilna industrija Srbije, koja je nekada bila uspešna grana prerađivačke industrije, danas je suočena sa inostranom konkurencijom koja je uspela da se pozicionira na domaćem tržištu i privuče širok krug potrošača. Za potrebe prezentovanja aktuelne situacije u modnoj industriji Srbije biće predstavljeno istraživanje u kojem se ispituju preferencije potrošača kada su u pitanju modni brendovi i utvrđuju faktori koji usled kupovine najdominantnije utiču na njihovo ponašanje. Posmatrajući karakteristike brenda (kvalitet, cena, dizajn, udobnost, prestiž), utvrđuju se razlike u vrednovanju faktora izbora odevnih predmeta od strane ispitanika u zavisnosti od njihovog pola, starosti i tržišta na kojem kupuju. U radu će biti prezentovana studija slučaja u kojoj se prikazuje na koji način potrošači iz Srbije i inostranstva percipiraju modni brend Mona.
Abstract
Fashion phenomenon has always attracted attention, but this topic has never been as popular as it is now. Fashion industry permeates all the aspects of human society and it portrays the time we live in in the best way. Globalization of fashion and internalisation of doing business in fashion industry have conditioned moving all the important business functions to the countries with noticeably cheaper price of all the resources which has influenced reduction of the cost of fashion products. Textile industry in Serbia, once successful branch of the processing industry, is faced with foreign competition which has succeeded in positioning in the domestic market and attracting wide range of consumers. The research concerning consumers` preferences about fashion brands by determining which factors influence consumers the most while shopping will present the current situation in fashion industry of Serbia. By taking all brand characteristics into account (quality, price, design, commodity, prestige), we can determine the differences in evaluating the factors which apply to choosing garments by examinees regarding their gender, age and market they buy the products on. The case study showing how the consumers from Serbia and abroad see Mona fashion brand will be presented in the research.
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