Clothes Consumption in Republic of Serbia: Customer Behaviour Overview

Autor: Nenad Perić, Tatjana Mamula Nikolić, Milica Slijepčević
Jazyk: English<br />Slovenian
Rok vydání: 2019
Předmět:
Zdroj: Tekstilec, Vol 62, Iss 2, Pp 137-147 (2019)
Druh dokumentu: article
ISSN: 0351-3386
2350-3696
DOI: 10.14502/Tekstilec2019.62.137-147
Popis: This paper explores consumer habits in the Republic of Serbia regarding the purchase of clothes. The aim of the research was to answer the following questions: where do the citizens of Serbia buy clothes most often, how often do they go shopping, how much money do they spend monthly and what is most important for them when buying clothes? A survey was conducted among 500 respondents by means of an online questionnaire using Computer Assisted Web Interviewing (CAWI). The findings showed that about 40% of Serbian citizens buy clothing items once a month, while 36% of them buy once in 3–6 months. Clothes are most frequently purchased in branded shops (53%), while one third of citizens mainly go to smaller, local shops and boutiques with unbranded items. Citizens usually buy clothes in the city they live in or in the immediate surroundings. However, clothes are often bought in other cities of Serbia (29%) or abroad, most notably in the neighbouring countries (20%) if the offer is cheaper or for the purpose of purchasing the models and brands that are not available on the local market. On average, nearly 60% of Serbian citizens spend up to EUR 40 per month on the purchase of clothes, which puts them at the annual level on a par with the neighbouring countries that are EU members (i.e. Croatia and Hungary). The research also defined three different groups of consumers (independently of demographic variables). Moreover, other interesting conclusions were drawn by analysing the initial hypotheses of the paper that better explain the market in the Republic of Serbia.
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