Ungdomars syn på kvalitet vid inköp av kläder

Teenagers are the group that spends most money on clothing. When choosing clothes, the so called internal and external signals could affect the perceived quality of the teenagers. The external signals are for example price, brand and place of purchase while the internal signals are the physical composition of the product as for example garment and size. The perceived quality is the attributes that the teenagers perceive that the specific article of clothing has. Today’s marketing, within the fashion line, is mostly to present the design of the product and aim the marketing for curtain segments and to keep a distance to others that are not within the segment group. To understand what the teenagers perceived as quality is therefore of high importance, which leads us to the following problem: What factors affect high school student’s perception of quality when buying clothes? The survey was conducted with a questionnaire at two different high schools in the city of Umeå. The survey was carried out with 187 respondents of which 105 were female and 82 were male students. What we found in our survey was that there are differences between male and female concerning the perceived quality and that affects there choice of clothing. We also found that female has a higher interest of fashion and clothing which could be a reason that there are differences in perceived quality and choice of clothes between the genders. The internal signal had the highest influence on perceived quality when buying clothes and are highly valued among the respondents. The external signals that influenced the respondents the most are the place of purchase and that the brand of clothing fits with their personality