AZERBAYCAN'DA HAZIR SINIF TÜKETİCİ TALEP ANALİZİ
ANALYSIS OF CONSUMER DEMAND FOR READY-MADE CLASSES IN AZERBAIJAN

Summary/Abstract: With globalization, the development of socio-cultural levels and the correspondingly changing consumer choices have increased the demand for ready-made clothing. Enterprises in the ready-to-wear sector began to compete with each other to meet growing needs and create consumer demand. Competing companies began to act as a brand to highlight the distinctive features and qualities of products. Due to the large number of brands, the study took into account the X brand. The article is based on the characteristics that consumers pay attention to when buying ready-made clothes, the choice of place to shop, what factors influence people's opinions when shopping, and the impact of brand value measures on the intention to buy ready-made clothes. This article aims to identify the impact of brand value measurements on consumer purchasing intent in the X brand clothing industry and to reveal the views of consumers on their preferred ready-made clothing brands. In this context, an explanatory analysis of the scale of consumer brand value and purchase intent was conducted. For this purpose, a survey was conducted using the questionnaire application as a means of data collection. In order to collect preliminary data, consumers in Azerbaijan were asked to use an online survey. The data obtained were interpreted using statistical analysis. Given that many ready-to-wear brands compete in today's market conditions, brand strategies need to be tailored to consumers' perceptions of the brand. This has contributed to the success of ready-made clothing companies by increasing their competitiveness in national and international markets. In this regard, the research results will help marketing and brand managers in the ready-to-wear sector to position their brands and define brand strategies.

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