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This paper contains research on consumer perception and preferences pertaining to purchase of jeans on a market comprised solely of student population. Jeans were chosen as object of this analysis due to the fact that they represent a clothing item each student owns. Research was conducted through a survey comprised of 15 questions. Survey sample included students of University of Zagreb, Faculty of Textile Technologies, as a consumer group whose educational competencies influence the purchase process. This paper is also to determine whether students’ knowledge and competencies in the field of clothing manufacturing processes (material quality, input composition, manufacturing methods etc.), as acquired during their studies, represent a major factor and a significant influence in the jeans purchase process in said population. Research results indicate that jeans are a clothing item student buy at least once per year. Only 11, 54% of students stated that they never purchase jeans due to either steep prices, feeling uncomfortable while wearing jeans or due to personal style preferences. It was confirmed in this research that students who do buy jeans prefer jeans brands that guarantee material and manufacturing quality and sensations of comfort and wellbeing, whereas the surveyed students stated that they purchase jeans by expensive brands less frequently, which could be brought into relation with the student population’s limited budget. Obtained results also confirmed Lewis as number one brand according to brand recognizability and categorization. Most surveyed students brought the leading jeans brand into relation with high prices and high quality. |
