AZERBAYCAN GİYİM PAZARININ GELENEKSEL OLMAYAN YÖNTEMLERİNE GÖRE TÜKETİCİ İHTİYAÇLARININ BELİRLENMESİ
DETERMINATION OF CONSUMER NEEDS BASED ON UNCONVENTIONAL METHODS OF SEGMENTATION OF THE CLOTHING MARKET IN AZERBAIJAN

Summary/Abstract: The main purpose of this article is to identify and assess the relationship between basic consumer needs (comfort, appearance, emotions, novelty, individuality and fashion) and the main components of the unconventional method of segmentation of the clothing market in Azerbaijan (psychographic, physiological and musical factors). For an empirical assessment of the conceptual model of the segmentation of the clothing market in Azerbaijan, an online survey was conducted among women aged 18 to 35 years. Various statistical methods were used to analyze the data in IBM SPSS Statistics 22: factor analysis, test reliability analysis, construct validity, frequency analysis, correlation analysis, and linear regression model. As a result of the analyzes carried out, it was revealed that personal characteristics (big five), musical preferences and external data are important determinants (determinants) of consumer needs (OSS model), and consumer needs, in turn, are reflected in certain attributes of garments that consumers choose. The results of this study can be used by domestic online stores to develop recommendation systems for the local clothing market. This article can serve as a guide for building recommendation systems based on big data.

• Details
• Contents