Year of Graduation
Factors of Consumer Choice of Clothes under Russian Brands by Young Muscovites (the Case of Suit and Dress-blouse Assortment)
This study investigates which factors influence young people when choosing between local and foreign clothing brands in the middle price market segment. It was found that the brand origin affects the perception of its quality, emotional value and image among consumers. Based on the study of consumer habits of Young Muscovites, it was established that young people prefer foreign brands to Russian ones and are prone to symbolic behavior when choosing clothes.