نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشکده مهندسی نساجی و پوشاک، واحد قائم‌شهر، دانشگاه آزاد اسلامی، قائم‌شهر، ایران
2 دانشکده مهندسی نساجی و پوشاک، واحد قائم‌شهر، دانشگاه آزاد اسلامی، قائم‌شهر، ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
One of the key issues in marketing is the analyzing and studying consumer behavior. Presently, the fashion and clothing industry has a great capacity In this regard, via principled planning and investing in it, developing countries can attain numerous benefits and accomplishments. Regarding the textile and clothing production extended history, merely a restricted number of brands from the fashion and clothing industry in Iran have become strong and distinguished brands in the domestic or international markets. Regrettably, most of the high-quality domestic brands have lost their equitable status to low-quality foreign and fake brands. When choosing a clothing brand, the present research aims to recognize the cultural factors affecting the consumer's awareness of quality. In terms of method, the present research is a correlational analysis, and in terms of purpose; it is applied. The statistical population comprises all clothing buyers in 2022-2023 in Sari City, and simple random sampling was also done in this city. The sample size was achieved by Cochran's formula for boundless populations with a volume of 395 people. Bathaei’s (2014) 32-item questionnaire was used to collect data. The statistical analysis of the data revealed that some cultural dimensions such as individualism and uncertainty avoidance have a meaningful effect on the clothing brand quality awareness behavior. In the country's fashion and clothing industry, the results of the present research can be a very valuable solution for brands.
کلیدواژه‌ها [English]
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