publication . Article . 2011

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

Jana Turčínková; Jiří Moisidis;
Open Access
  • Published: 01 Jan 2011 Journal: Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, volume 59, pages 489-496 (issn: 1211-8516, eissn: 2464-8310, Copyright policy)
  • Publisher: Mendel University Press
Abstract
<jats:p>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 youth when buying and using clothing and to analyze factors influencing their behavior, with the emphasis on reference groups and these results are presented in this paper. The target group (consumers 13–19 years old) was selected because it’s often been neglected in recent marketing researches. The research consisted of primarily qualitative research (n = 96) in the form of in-depth intervi...
Subjects
free text keywords: General Agricultural and Biological Sciences, Economics, Advertising, Data collection, Marketing communication, Czech, language.human_language, language, Qualitative research, Consumer behaviour, Clothing, business.industry, business, Opinion leadership, buying process, Czech Republic, reference groups, teenagers, Agriculture, S, Biology (General), QH301-705.5
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