Examining Consumer Attitudes Towards Online Shopping for Intimate Apparel in North Macedonia: A Study of Customer Expectations & Preferences
Examining Consumer Attitudes Towards Online Shopping for Intimate Apparel in North Macedonia: A Study of Customer Expectations & Preferences

Author(s): Nadica Jovanovska Boshkovska, Sara Spasovska, Ilijana Petrovska, Ana Tomoska Misoska
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Online shopping; Consumer attitudes; Underwear; Intimate apparel; Consumer behavior
Summary/Abstract: The main aim of this paper focuses on analysing consumer attitudes toward purchasing intimate apparel products online. The necessity for such research arises at a time when online shopping in North Macedonia has become a daily routine, with statistics showing a significant proportion of consumers from the region engaging in online shopping. The apparel was selected for analysis, with a specific emphasis on underwear. Considering the intimate nature of this segment within the apparel industry, a questionnaire consisting of 21 questions was distributed to consumers of the Macedonian underwear brand, Sara Fashion, via social media platforms such as Facebook and Instagram. The research gathered feedback from 80 consumers, from which the research findings showed that online shopping yields a positive experience.

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