Apparel shopping orientation of male consumers

Cilj ovog diplomskog rada je istražiti kupovnu orijentaciju muškaraca prilikom odabira odjevnih proizvoda u Hrvatskoj. S obzirom na brojne društvene promjene uloga muškaraca u procesu kupovine sve je naglašenija, samim time javlja se potreba za boljim razumijevanjem njihovog kupovnog ponašanja. Usprkos tome, do sada u Hrvatskoj nije provedeno istraživanje o kupovini odjeće isključivo na ovom ciljnom segmentu. Podaci za potrebe istraživanja prikupljeni su anketiranjem muškaraca različite dobi, obrazovanja, radnog statusa, prihoda i broja članova kućanstva s područja Hrvatske. Rezultati provedenog istraživanja ukazuju na to da postoje razlike u kupovnom ponašanju žena i muškaraca. Muškarci ne pridaju značajan interes modnim trendovima i odijevanju, a kupovina za njih ne predstavlja užitak. Najvažniji čimbenici prilikom odabira odjevnog proizvoda su cijena te kvaliteta proizvoda. Muškarci nisu lojalni marki i prodavaonici, u kupovnim odlukama su racionalni te nisu skloni utjecaju prodajnog osoblja.The aim of this graduate thesis is to explore shopping orientation of male consumers while choosing clothing products in Croatia. Considering many social changes men are more involved in shopping process than ever before, so there is a need for better understanding of their shopping behavior. However, there has not been any research of buying clothes in Croatia that has been focused on this target segment. Data were collected by survey conducted on the convenient sample of men (from Croatia) of various age, education level, working status, income, and number of household members. Result of this study indicate that there are differences between buying behavior of women and men. Men do not give considerable interest in fashion trends and clothing and shopping is not a pleasurable experience for them. The most important factors while choosing clothes are the price and product quality. Men are not loyal to certain brands and stores, they are rational in their buying decisions and they are not prone to the influence of the salespeople