Stil života žena zrele životne dobi u kupnji odjeće

master's thesis

• Title (english): Mature aged women fashion lifestyle
• Author: Ana Volarić
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Irena Pandža Bajs (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Cilj ovog rada bio je istražiti stil života žena zrele životne dobi prilikom odabira odjeće. Stil života žena istražen je uz pomoć anketnog upitnika na uzorku od 144 žene u dobi od 50 do 63 godine. Dobiveni rezultati su pokazali kako su žene zrele životne dobi sigurne u svoj stil odijevanja te izbjegavaju mišljenja tzv. modnih stručnjaka.
Posebno je bitno istaknuti kako žene i dalje vole kupovati te uživaju u kupnji, međutim nisu sklone modni trendovima i bitna komponenta im je materija, udobnost i kvaliteta ali ne i cijena. Sveukupni rezultati su pokazali kako žene zrele životne dobi svoje kupovne odlike ne donose impulzivno, nego prije odlaska u kupnju traže potrebne informacije o proizvodu.

Abstract (english)

The lifestyle of mature age women whilst shopping for clothes. The aim of this study was to investigate the lifestyle of mature age women when choosing their clothes. The lifestyle was investigated with the help of a questionnaire to a sample of 144 women aged 50 to 63 years.. The results showed that mature age women are secure in their style of dress and avoid the opinion of the so-called fashion experts.
It is particularly important to point out that women still love to and enjoy to shop but are not prone to fashion trends with essential components being material, comfort and quality but not price. The overall results showed that women of mature age do not make their purchase decisions based on impulse but rather obtain the relevant product information prior to making the purchase.

• Keywords: stil života; kupnja odjeće; kupovne odluke
• Keywords (english): lifestyle; buying clothes; buying decisions
• Language: croatian
• URN:NBN: urn:nbn:hr:148:352560
• 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: 2016-10-19 15:48:12