20.500.12556/DKUM-69457 Intercultural differences in the purchase and information behaviour of young consumers Medkulturne razlike v nakupnem in informacijskem vedenju mladih porabnikov Pressures in the contemporary marketing environment are getting bigger and companies and marketers are required to know consumers and their purchase and information behaviour. In this article we studied the behaviour of consumers and the factors of purchase and information behaviour of young consumers when choosing clothes. We found out about the meaning of individual clothing characteristics having impact on the purchase decision making (price, trademark, fitting of clothing, design, quality, etc.). Consumers receive and look for information at different sources (radio commercials, TV commercials and shows, fashion magazines, catalogue sales, social networks, friends and acquaintances, etc.). With the empiric research we wanted to find out to what measure individual sources influence the purchase decision of an individual. We studied young people aged from 15 to 24 in the countries of the EU (Slovenia, Austria and Germany) and the United States of America. We especially focused on characteristic differences. Knowing intercultural differences is important for global companies of the clothing industry for forming their marketing strategies. On the sample of 440 young people who took part in the survey we found out that intercultural differences exist regarding the influence of individual information sources and regarding the factors of purchase decision making. Considering the stated we propose companies operating in global markets on both continents to prepare differentiated marketing strategies. Pritiski v sodobnem tržnem okolju so vse večji in zahtevajo od podjetij in tržnikov, da poznajo porabnike in njihovo nakupno in informacijsko vedenje. V prispevku smo proučevali vedenje porabnikov in dejavnike nakupnega in informacijskega vedenja mladih porabnikov pri izbiri oblačil. Ugotavljali smo pomen posameznih lastnosti oblačila, ki vplivajo na nakupno odločitev (cena, blagovna znamka, prileganje oblačila, dizajn, kakovost, idr.). Porabniki prejemajo in iščejo informacije iz različnih virov (oglasi na radiu, oglasi in oddaje na televiziji, revije o modi, kataloška prodaja, družbena omrežja, prijatelji in znanci, idr). Z empirično raziskavo smo želeli ugotoviti, v kolikšni meri posamezni viri vplivajo na posameznikovo nakupno odločitev. Proučevali smo mlade v starosti od 15 do 24 let v državah Evropske unije (Slovenija, Avstrija in Nemčija) in Združenih državah Amerike. Posebej smo ugotavljali značilne razlike. Poznavanje medkulturnih razlik je pomembno za globalna podjetja oblačilne industrije pri oblikovanju marketinških strategij. Na vzorcu 440 anketiranih smo ugotovili, da obstajajo medkulturne razlike v ocenah vpliva posameznih virov informacij in v dejavnikih nakupnega odločanja. Glede na navedeno predlagamo podjetjem, ki nastopajo na globalnih trgih obeh kontinentov pripravo diferenciranih marketinških strategij. consumer behaviour clothing marketing strategies intercultural differences potrošniki vedenje vedenje porabnikov mladina nakup odločanje oblačila marketinške strategije medkulturne razlike true true true Angleški jezik Slovenski jezik Znanstveno delo 2018-01-23 11:09:14 2018-01-23 11:10:06 2025-10-08 10:52:43 2019-07-11 17:32:56 2012 0 0 str. 14-23 št. 1 Letn. 45 jan.-feb. 2012 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1318-5454 316.72:366.1-053.6 610909 254539 10.2478/v10051-012-0002-8 1318-5454 URN:SI:UM:DK:4U4111OV Organizacija_2012_Klemencic,_Devetak,_Stevancec_Intercultural_Differences_in_the_Purchase_and_Information_Behaviour_of_Young_Consumers.pdf Organizacija_2012_Klemencic,_Devetak,_Stevancec_Intercultural_Differences_in_the_Purchase_and_Information_Behaviour_of_Young_Consumers.pdf 1 46BEF0CC122A383E01E19F5B95A9B8FB 72d84b0c8ae335e3f6aec664bec3c6ea84defc96347e4f2edbabff2bd064d09d 9e7de227-7c0f-11eb-bb7a-00155d0001ca 20.500.12556/dkum/a5948e8c-f9af-481c-a551-b6682066c57d https://dk.um.si/Dokument.php?lang=slv&id=121513 http://www.degruyter.com/view/j/orga.2012.45.issue-1/v10051-012-0002-8/v10051-012-0002-8.xml 1 https://dk.um.si/Dokument.php?lang=slv&id=121512 Fakulteta za organizacijske vede Organizacija 0 0 0