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2022 Analysis of consumer preferences of qualitative and cost characteristics of children’s clothing for the younger age group. Journal of Clothing Science. 1; (7). Available at: https://kostumologiya.ru/PDF/20TLKL122.pdf (in Russian).

Analysis of consumer preferences of qualitative and cost characteristics of children’s clothing for the younger age group

Khannanova-Fakhrutdinova Liliia Rafailevna
Kazan National Research Technological University, Kazan, Russia
E-mail: Lilyakhannanova@mail.ru
ORCID: https://orcid.org/0000-0003-3478-7369

Kovalenko Julia Alexandrovna
Kazan National Research Technological University, Kazan, Russia
E-mail: julia_a_kov@mail.ru
ORCID: https://orcid.org/0000-0002-9050-3394

Tikhonova Natalya Vasilievna
Kazan National Research Technological University, Kazan, Russia
E-mail: nata.tikhonova.81@mail.ru
ORCID: https://orcid.org/0000-0002-2241-869X
SCOPUS: https://www.scopus.com/authid/detail.url?authorId=57193534168

Fatkhullina Leysan Raisovna
Kazan National Research Technological University, Kazan, Russia
E-mail: Foxredfoxr@yandex.ru
ORCID: https://orcid.org/0000-0002-5861-6487

Abstract. The article describes the results of a study of consumer preferences for quality and cost characteristics of children’s clothing of the primary school age group, which are useful for children’s clothing manufacturers in the formation of the assortment and production and marketing strategy of the enterprise.

In order to study the requirements of potential buyers, the authors developed and conducted a questionnaire survey in large shopping centers in the city of Kazan.

The study conducted by the authors made it possible to establish that the majority of consumers are represented by urban residents (86.8 %) Of the respondents, 77.4 % are employees with an average income level. The vast majority of respondents noted that when choosing clothes, the quality characteristics of products and price (92.5 %) are dominant, brand awareness and the country of origin are less important. 35.8 % percent prefer sweatshirts, 18.9 % sports suits. By the type of materials used, consumers prefer knitted fabrics (41.5 %) in bright colors (49.1 %). The analysis of the results of the survey showed that the majority of consumers (62.3 %) purchase clothes in shopping centers and the preferred price of costume and dress products is no more than two thousand rubles.

Keywords: children’s clothing; consumer; quality; cost; properties; questioning; analysis

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