Department of Textile and Apparel Engineering , Gaemshahr Branch, Islamic Azad University , Ghaemshahr, Iran.
Abstract
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.
ghorbani kelaki, F., & Kesheh faraahaani, M. (2024). Investigating the cultural factors affecting the consumer's awareness of the quality of the clothing brand (Study case: Sari city). Journal of Textile Science and Technology, (), -.
MLA
farideh ghorbani kelaki; Masood Kesheh faraahaani. "Investigating the cultural factors affecting the consumer's awareness of the quality of the clothing brand (Study case: Sari city)". Journal of Textile Science and Technology, , , 2024, -.
HARVARD
ghorbani kelaki, F., Kesheh faraahaani, M. (2024). 'Investigating the cultural factors affecting the consumer's awareness of the quality of the clothing brand (Study case: Sari city)', Journal of Textile Science and Technology, (), pp. -.
VANCOUVER
ghorbani kelaki, F., Kesheh faraahaani, M. Investigating the cultural factors affecting the consumer's awareness of the quality of the clothing brand (Study case: Sari city). Journal of Textile Science and Technology, 2024; (): -.
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