علوم و فناوری نساجی و پوشاک

علوم و فناوری نساجی و پوشاک

بررسی عوامل فرهنگی مؤثر بر آگاهی مصرف‌کننده از کیفیت برند پوشاک (مورد مطالعه: شهر ساری)

نوع مقاله : مقاله پژوهشی

نویسندگان
دانشکده مهندسی نساجی و پوشاک، واحد قائم شهر، دانشگاه آزاد اسلامی، قائم شهر، ایران
چکیده
از جمله مباحث اساسی در بازاریابی، تحلیل و مطالعه رفتار مصرف‌کننده است. در حال حاضر، صنعت مد و لباس از ظرفیت بالایی برخوردار بوده و کشورهای در حال توسعه می‌توانند با برنامه‌ریزی اصولی و سرمایه‌گذاری بر روی آن، به مزایا و دستاوردهای بسیاری دست یابند. با توجه به سابقه طولانی نساجی و تولید لباس، تنها محدود برندهایی از صنعت مد و لباس در ایران در بازارهای داخلی یا بین‌المللی به برندهای قوی و نامداری تبدیل شده‌اند و متاسفانه اغلب برندهای باکیفیت داخلی، جایگاه شایسته و درخور خود را به برندهای خارجی و جعلی بی‌کیفیت واگذار کردند. هدف از پژوهش حاضر شناسایی و تبیین عوامل فرهنگی مؤثر بر آگاهی مصرف‌کننده از کیفیت در هنگام ترجیح برند پوشاک است. پژوهش حاضر از لحاظ روش، تحلیلی از نوع همبستگی، و از لحاظ هدف؛ کاربردی می‌باشد. جامعه آماری شامل کلیة خریداران پوشاک سال ۰2-۱۴۰1 در شهر ساری بوده و نمونه‌گیری تصادفی ساده نیز از همین شهر صورت پذیرفت. اندازه نمونه با فرمول کوکران برای جوامع نامحدود به حجم 395 نفر بدست آمد. جهت جمع‌آوری داده‌ها از پرسشنامه‌ ۳۲ سوالی بطحایی (۲۰۱۴) استفاده گردید. تحلیل آماری داده‌های بدست آمده نشان داد که برخی از ابعاد فرهنگی نظیر فردگرایی و اجتناب از عدم قطعیت بر رفتار آگاهی از کیفیت برند پوشاک دارای تأثیر معنادار است. نتایج حاصل از این پژوهش می‌تواند راه‌گشای بسیار مفیدی برای برندها در صنعت مد و پوشاک کشور باشد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Investigating the cultural factors affecting the consumer's awareness of the quality of the clothing brand (Study case: Sari city)

نویسندگان English

farideh ghorbani kelaki
Masood Kesheh farahani
Department of Textile and Apparel Engineering, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran
چکیده 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

Clothing Industry
Brand Preference
Consumer Behavior
Awareness of Quality
Culture
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  • تاریخ دریافت 05 دی 1402
  • تاریخ بازنگری 17 فروردین 1403
  • تاریخ پذیرش 19 فروردین 1403