The study examines the apparel purchase decisions of younger people, who are becoming an increasingly large consumer segment. It focuses on particular on the factors which the respondents consider to be the most important in deciding against the purchase of apparel, and their frequency rank, a feature that has not been studied adequately so far. The survey carried out in Zagreb on a sample of 284 respondents of both genders aged 15 to 35 provided the following ranking of the 16 most important factors: price too high ; do not like it ; poor quality ; do not need it ; uncomfortable ; poor fit ; unnameable salesmen ; poor appearance ; not in the mood ; everybody wears it ; not functional ; does not fit my style ; not a brand ; not modern ; do not feel well wearing it ; the size does not fit. Seven clusters have been defined by Ward's method.

Tekstilna tehnologija,Ekonomija,Sociologija