The influence of social factors on young consumers when purchasing clothing items

Cilj ovog rada je prikazati utjecaj društvenih čimbenika koji utječu na mlade potrošače prilikom kupnje odjevnih predmeta. Rad obuhvaća elemente poput kulture, razine socijalizacije, pripadnosti različitim društvenim grupama, obitelj te brojne druge čimbenike koji imaju utjecaj prilikom kupovine. Nadalje, koristeći okvire koje obuhvaćaju pojmovi "kupologija" i "brendiranje" pokušatI ćemo pružiti odgovore na pitanja zbog čega nešto kupujemo te zbog kojih utjecaja ljudski mozak preferira brendirane proizvode. Uz to, pružit ćemo osvrt na estetiku odijevanja, primjerice na koji način se vrednuje što je lijepo te kako se određuje kriterij ljepote. U nastavku rada detaljnije ćemo objasniti pojam „tiranija mode“ pozivajući se na korištenu literaturu. Prilikom pisanja rada korištena je brojna domaća i strana literatura s ciljem što uspješnijeg prikaza istraživanja.Goal of this master thesis is to present impact of social elements that affect young consumers' while shopping for clothes. Thesis includes influence that culture, level of socialization, participation in different social groups, family and many other elements have in the process of shopping. Furthermore, by using framework provided by terms "Shopology" and "Branding" we will try to provide answers on why we buy something and what affects our brain to prefer branded products. In addition, we shall present a short review of aesthetics of dressing, for example what is considered as beautiful and what are criteria of beauty. After that we are going to give more detailed explanation of term "tyranny of fashion" as it is being defined in used literature. In the process of writing we have consulted numerous domestic and foreign authors in order to provide the best possible presentation of our research