Детерминанти на однесување на потрошувачите при купување на специјални производи со посебен осврт на состојбите во Република Македонија

Abstract

Changes in consumer behaviour that impede the recognition, understanding and the differentiation of needs, purchasing power, the way of living, culture, etc., are of great importance to the market because according to them, consumer intentions and factors that have dominant influence on purchasing decisions can be predicted. Nowadays, in the age of globalization and strong competition there are many brands that sell the same or similar products and consumers have the opportunity of a great choice. Therefore, enterprises and retailers should be very careful about analyzing their behaviour and reviewing the various factors that influence them. Based on the theory of using Binary logit and statistical method, this study tests a complex model through which we try to find the factors that affect the purchasing behavior while purchasing special products, especially branded sports clothing and footwear. The variables that affect the choice of the brand are: the price, the quality of the product, the image, etc. A survey is carried out of how consumers are motivated, how many socio-economic and cultural factors are influencing them, how much these determinants vary among consumers, and how all these are indicators of making a purchase decision as well as achieving satisfaction or dissatisfaction after the use of purchased branded sports clothing and sports footwear. The results obtained are very significant and they confirm the direct and dominant influence of determinants such as quality and price or the indirect one such as cultural, sociological and other factors. The research on consumer behavior aims to improve business performance by understanding the needs and desires of the buyer, and the study is useful for marketing managers of companies that produce and sell branded sportswear and footwear suitable for creating flexible marketing strategies that will be useful for them, but also for consumers.