Percepcija osobnog imidža i imidža modnih maraka u kategoriji odjevnih predmeta kod mladih poslovnih žena

master's thesis

• Title (english): Perception of personal image and image of fashion brands in the category of clothing by young business women
• Author: Nikolija Baća
• Mentor: Irena Pandža Bajs (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-06-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Ponašanje potrošača predmet je istraživanja već duži niz godina a posebno je u fokusu kod industrija koje moraju svoje proizvode prilagoditi potrebama tržišta. Potrošači se vrlo često puta ponašaju sukladno svojim opažanjima, tj. percepciji i onome što zamišljaju, a ne na temelju realne stvarnosti, stoga je važno naglasiti kako je percepcija vrlo važan faktor u donošenju odluka ali i izrazito varijabilan i subjektivan. Koncept usklađenosti percepcije o samome sebi s imidžom marke može se definirati kao odnos između potrošačeve predodžbe o sebi i njegovoga mentalnog prikaza marki i asocijacija koje se vežu uz te marke. A jednako tako, usklađenost percepcije o vlastitoj osobnosti sačinjenoj od prethodnih iskustava, formiranih stavova i mišljenja moraju biti u skladu sa imidžom modne marke na temelju čega se donosi kupovna odluka o odjevnom predmetu. Predmet i cilj ovog rada bilo je istraživanje percepcije osobnoga imidža među mladim poslovnim ženama, kao i percepcije imidža modnih marki s fokusom na odjevne predmete. Analiza rezultata prikupljenih u ovom ispitivanju pokazala je kako se većina ispitanica slaže s tim da odabirom odjeće i stila kreiraju kod drugih određenu sliku o sebi. Najveći je broj ispitanica suglasan s tvrdnjama da je odjeća i osobni stil jedan od načina predstavljanja sebe, a i većini njih je kod donošenja odluke o kupnji važno da odjeća modne marke bude u skladu s njihovim imidžom. Što se percepcije marke tiče, bitno im je da ona bude u skladu s njihovim imidžem, tj. da odabirom konkretne marke potvrđuju onaj imidž o sebi koji žele imati u poslovnom svijetu. U konkretnom slučaju, ispitanice, tj. mlade poslovne žene u ovom slučaju najradije biraju marke odjeće koje odabiru i mlade poslovne žene u ostatku Europe, a to su H&M, Mango te Zara.

Abstract (english)

Consumer behavior has been the subject of research for many years and is especially focused on industries that have to adapt their products to market needs. Consumers very often behave according to their perception, not based on reality, so it is important to emphasize that perception is a very important factor in decision making, but also extremely variable and subjective. The concept of alignment of self-perception with brand image can be defined as the relationship between the consumer's self-image and his / her mental representation of the brands and the associations associated with those brands. And also, the alignment of the perception of self made from previous experiences, formed attitudes and opinions must be in line with the image of the fashion brand on which to make a purchase decision on a garment. The subject and goal of this paper was to explore the perception of personal image among young businesswomen, as well as the perception of the image of fashion brands with a focus on garments. An analysis of the results collected in this study showed that most respondents agree that by choosing clothes and style, they create a certain self-image in others. The largest number of respondents agree with the claims that clothing and personal style are one of the ways of representing themselves, and it is important for most of them to make a purchasing decision that the clothes of the fashion brand are in accordance with their image. As far as the perception of the brand is concerned, it is essential for them that it is in accordance with their image, i.e. that by choosing a specific brand, they confirm that image of themselves that they want to have in the business world. In the particular case, the subjects, i.e. young businesswomen prefer to choose clothing brands that are also chosen by young businesswomen in the rest of Europe, namely H&M, Mango and Zara.

• Keywords: ponašanje potrošača; osobni imidž; imidž modnih marki; odjevni predmeti; mlade poslovne žene
• Keywords (english): consumer behavior; personal image; fashion brand image; clothing; young businesswomen
• Language: croatian
• URN:NBN: urn:nbn:hr:148:032456
• Study programme: Title: Business economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-06-13 12:04:15