Културните и психолошки аспекти при изборот и купувањето на брендовите на модна облека со посебен осврт на состојбите во Република Македонија

Abstract

The subject of this doctoral dissertation is exploring the relationship of cultural aspects as well as individual psychological categories of consumers on their behavior in the selection and purchase of fashion brands. The cultural differences regarding the perception of self, personality and attitudes, persuasiveness of messages, processes of assessment and risk taking and cultural significance of the products were also examined. By exploring the influence of national culture, lifestyle and consumer satisfaction when buying designer clothing brands, the goal was to present the importance of the cultural dimensions and psychological differences in the selection of fashion clothing to adjust the marketing strategies of manufacturers and retailers in this area. It was conducted also analysis of the values and the presence of certain cultural dimensions among Macedonian consumers to gain insight into their preferences for fashion clothing. For collecting data, 245 questionnaires were distributed to selected customers with a convenient method of sample in Republic of Macedonia. The research found that culture influences the selection of clothes and fashion brands through the influence of various psychological aspects of human behavior as the concept of self, personality, motivation, emotion, perception, information processing, etc. In Macedonia, self-respect as a value rated highest, followed by ability, safety, freedom, ambition and sense of achievement. Consumers most prefer clothing made of cotton, Italian brands and the largest percentage choosing informal clothes. Their involvement in fashion is moderate. When choosing clothes, Macedonian consumers is crucial to the quality, followed by price and discounts as a factor for consideration. The survey gave us insight for presence of horizontal individualism as prevalent cultural dimension in our sample, and thus surprisingly set us closer to the cultural courses in developed countries.