Differences in the clothing brand perception depending on generation

作者：Popa Alexandru^*; Pelau Corina

来源：Industria Textila, 2016, 67(4): 260-264.

• brand
• brand perception
• consumer
• garment industry
• generation

The biggest challenge of companies nowadays is to convince the consumer to buy its own products and not those of the competitor. One of the key issues determining the buying decision is the brand of a product and the characteristics associated to this brand. Not only the physical characteristics such as the quality, design, color are defined by the brand, but also associations related to the image, appreciation and social position of the person who wears a certain brand. In this article, there are presented the results of a research about the perception of consumers of different generations on clothing brands. For each age group there are analyzed the reasons which determine them to buy cloths, the importance of the garment brand in the buying decisions and the implications of the brand on the quality and design of the product as well as the impact on the degree of appreciation of the persons who wears it. With the help of the contingency analysis and the calculation of the chi-square it is determined if there is a relation between the age and the mentioned issues. In most of the cases there was proven, with a higher or lower probability of error, a dependence between the variables, showing that there is a different perception from one generation to another and therefore a different behavior.

• 出版日期2016