| Abstract [eng] |
Relevance of the topic. The global fashion apparel industry is one of the most important sectors of the economy in terms of investment, revenue, and trade and employment generation all over the world. The ability of fashion retailers quickly deliver the latest fashion in the shop is now a necessity, because the fashion styles and trends are changing faster and more regularly. The retailer is the important source of information related to the behaviour of the buyer and also gives the customer a memorable buying experience in fashion retailing. Experience of fashion retailing is primarily depends on the quality of product and service. Thus, retailers need to focus on offering completed purchasing experience for consumers in accordance with high standards. The object of this paper – consumer buying behaviour in fashion retailing. The main objective of this paper is to find out aspects of consumer buying behaviour in fashion retailing. In order to achieve objective the following tasks are set: to introduce conceptual point of fashion and its goods; to find out the fashion retailing trade place in distribution of fashion goods; to analyse the characteristics of fashion consumers and their buying behaviour; to disclose factors influencing the fashion consumers’ purchase decision; after analysis of the sciential literature to create and explain the theoretical model of consumer buying behavior in fashion retailing; to formulate research methodology of consumer buying behaviour in fashion retailing; to describe basic results of the empirical research of consumer buying behavior in fashion retailing. Results. The empirical research showed that characteristics of consumer: gender, age, antecedent state of consumer: situational factors (air conditions, social activities, time pressure, mood), clothing usage context, purchase orientation to thE economical factors and apathy for the purchase, and the environmental factors of purchase: store image, store environmental factors (comfort, music, merchandise window display, merchandise layout, colour of interior), point of purchase stimuli (planed impulsive buying) and the seller's characteristic (kind communication, politeness) influences on consumer buying behavior in fashion retailing. There are 87 pages in this paper. This paper includes 19 tables and 21 pictures. |
