Path Dependence in Consumer Choice Among Young People (in Clothing Market)

Student: Che Mi dya

Educational Programme: Economics (Bachelor)

Year of Graduation: 2017

In this research path dependence is considered in the context of consumer choice of clothing brand among young people During the analysis, the key factors under which this effect occurs were evaluated. The central figure of the study is the basic T-shirt. The fact of path dependence is confirmed by the fact that the choice of the basic T-shirt's brand is determined by the presence of clothes of the same brand category. Adherence to a certain brand category is explained by the structure of the wardrobe and the composition of brands in the wardrobe. The analysis was based on a survey of Russian 185 young people on consumer behavior during shopping and on the structure of the wardrobe.

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