Exploring Interrelationship between Human Motivation and Preferences in Casual Wear-Related Factors
Bashkovich, Aleksandr (2015)
Bashkovich, Aleksandr
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015060111659
https://urn.fi/URN:NBN:fi:amk-2015060111659
Tiivistelmä
The study aims to explore the elements of human motivation and particular clothing selection. It seeks to establish a interrelationship between a person’s identity-driving forces and their preferences in casual wear-related factors that prompt an individual to make particular purchase decisions. Based on the findings, practical recommendations on the subject of study are provided for various companies.
Research that underlies the thesis is comprised of two parts: theoretical framework and empirical research. The framework encompasses concepts on the subjects of personality, human motivation and needs, clothing-related factors, and other consumer-behavior-related material. The empirical research, utilizing compiled theories, aims to attain the goal of the study: to identify connections between different motives and casual wear-related factors 18-25-years-old full-time students face.
The survey results revealed that there are interrelations between certain human motives and the casual-wear related factors respondents heed. Connections exist between the level of the intensity of the motives under investigation and the clothing aspects as regards consumer choice in casual wear.
Practical recommendations are provided on the results gained in the research. It follows that certain interrelations between constructs of human motivation and 18-25-year-old full-time students’ preferences in clothing-related factors command particular advice for companies’ offerings and marketing tactics.
Research that underlies the thesis is comprised of two parts: theoretical framework and empirical research. The framework encompasses concepts on the subjects of personality, human motivation and needs, clothing-related factors, and other consumer-behavior-related material. The empirical research, utilizing compiled theories, aims to attain the goal of the study: to identify connections between different motives and casual wear-related factors 18-25-years-old full-time students face.
The survey results revealed that there are interrelations between certain human motives and the casual-wear related factors respondents heed. Connections exist between the level of the intensity of the motives under investigation and the clothing aspects as regards consumer choice in casual wear.
Practical recommendations are provided on the results gained in the research. It follows that certain interrelations between constructs of human motivation and 18-25-year-old full-time students’ preferences in clothing-related factors command particular advice for companies’ offerings and marketing tactics.