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 ESOSDER (All Rights Reserved) |
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Issue |
33 |
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Year |
2010 |
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Section |
İşletme |
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| THE FACTORS AFFECTS CONSUMER’S DECISION WHEN BUYING AN APPAREL |
Abstract
So many products are being sourced globally or increasing arrays of products with multiple affiliations now available in the marketplace thanks to abolish all trade restrictions in textile and apparel industry and also geographical boundaries create less of a barrier as technology. On the other hand, the rapidly growing consumer market in Turkey offers foreign brands a wide array of expansion opportunities. The purpose of this study, therefore, was to predict purchase intentions for apparel products designed in domestic country image and designed in foreign country image by examining the relationship, ethnocentrism, attention to social comparison information, COD, COM, product country image, and product attitude; and to examine whether the relationship among the variables is consistent for different apparel product categories (fashion/seasonal product of sweaters, fashion/staple product of jeans). Respondents who are university students were provided with a written survey instrument that described different hypothetical purchase situations associated with each product. Data were analyzed by a maximum-likelihood estimation procedure using LISREL VII. The results of the study found out that there was a significant effect of country of design on perceptions of country of image effect of the fashionable product but partial effect for jeans. In this study, it was also revealed that product attitudes may be a good predictor of intention to buy
Key words: Apparel purchase, purchase intention, country image perceive, consumer preference, product attitude
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