Impact of reference groups on the teenagers’ buying process of clothing in the Czech Republic

Article English OPEN
Jana Turčínková; Jiří Moisidis;
  • Publisher: Mendel University Press
  • Journal: Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis (issn: 1211-8516, eissn: 2464-8310)
  • Publisher copyright policies & self-archiving
  • Related identifiers: doi: 10.11118/actaun201159070489
  • Subject: buying process | clothing | Czech Republic | reference groups | teenagers | qualitative research | Agriculture | S | Biology (General) | QH301-705.5

The main objective of our research was to suggest recommendations for Czech producers of clothing for brand building and marketing communication strategies with Czech consumers in age group 13 to 19 years, therefore, our goal was to analyze consumer behavior of Czech yo... View more
Share - Bookmark