جستجوی مقالات مرتبط با کلیدواژه « مصرف کننده » در نشریات گروه « مهندسی شیمی، نفت و پلیمر »

The present study aims to investigate the effect of consumer arrogance on clothing style confidence. In terms of nature and method, the research is a descriptive-survey research and has been conducted with an applied purpose. The statistical population of the study consists of all customers of Yazd. Statistical sample was determined using morgan's formula of 384 people and sampling method is available by sampling. The data collection tool is a questionnaire that was used to measure self-esteem and arrogant consumer behavior of Ruvio and Shoham (2016) questionnaire and to measure confidence in cover style and its components; Joyner Armstrong et al. (2018) questionnaire was used. Content-face validity and construct validity (confirmatory factor analysis) of the research instrument were reviewed and confirmed and its reliability was measured using Cronbach's alpha coefficient test and considering that the alpha value for all components of the research was more than 0.7 the reliability of the research tool can be confirmed with confidence. In order to analyze the data, descriptive and inferential statistics were used and structural equation modeling was used by SPSS and LISREL software. The results of this study showed that the selfish and arrogant behavior of the consumer has a positive and significant effect on the components of light continuity, importance of appearance and originality, and has a negative and significant effect on the components of aesthetic perception and creativity.

As creating and developing brands is very important in the promotion of any industry, supporting existing brands and facilitating the creation of new ones in the apparel industry, will pave the way to boost exports and flourish the industry. The aim of this descriptive study was to identify and investigate the branding challenges in the Iranian apparel industry and to find strategies to overcome the challenges based on the opinions and suggestions of consumers and textile experts.  For this purpose, questionnaires were designed for two target populations, i.e., consumers and industry experts. 385 consumers filled either the web-based (160) or the paper-based (225) questionnaires. 34 textile experts also responded and 29 of them filled the paper-based questionnaires. Statistical analysis with the confidence level of 0.05 was performed to investigate the responses. The results showed that “being influenced by people around” had the most significant effect on “the purchasing branded garments”, and “the consumer spending power” had a meaningful correlation with “the brand familiarity”. Based on the consumers’ and experts’ responses, the most common branding challenges and opportunities in the textile industry were listed and the solutions to the challenges facing the garment industry were proposed.

In competitive markets, consumer given special status and in making a purchasing decision of the costumer, color is one of the main factors in choosing a product. Therefore, it is important that marketing managers understand the importance of color in marketing, because color plays an important role in shaping the mentality of people. In this regard, in the present study check the importance of color in marketing according to descriptive-analytic method and with the aim of attention to the subject of color in marketing. Finally, the results show that the color is the main factors that affects consumer perception and understanding the concept and effect of color in consumer behavior are numerous good choices for getting the best response in marketing and creating a successful business.