ВЛИЯНИЕ ИМИДЖА, ЦЕНЫ И КАЧЕСТВА БРЕНДА НА РЕШЕНИЕ О ПОКУПКЕ ИНОСТРАННЫХ ШВЕЙНЫХ КОМПАНИЙ СРЕДИ РАБОТАЮЩИХ ВЗРОСЛЫХ В КАЗАХСТАНЕ

Цель исследования – Целью исследования было изучить влияние имиджа и качества бренда на поведение потребителей. А также посмотреть, как поведение клиентов влияет на выбор при покупке.
Методология – По самой своей природе это было качественное исследование. Для данного исследования была использована простая случайная выборка выборки из 500 работающих жителей городов Алматы и Нур-Султан, хотя только 408 из них приняли участие в опросе в качестве респондентов. Анкета была использована для получения данных от участников исследования в этом исследовании. SPSS был использован для анализа данных. Для проверки гипотезы использовались корреляция, регрессия и SEM.
Оригинальность / ценность исследования – Результаты показывают, что и качество, и цена влияют на поведение потребителей и решения о покупке для международных фирм по производству одежды, в то время как имидж бренда не влияет на покупку клиента. В результате поведения клиентов было показано, что покупка одежды у зарубежных производителей более вероятна.
Результаты исследования – Результаты этого исследования показывают, как клиенты принимают решения о покупке и как будет выглядеть будущее швейного бизнеса. Помимо понимания текущих рыночных тенденций, это исследование также поможет оценить потенциальные потребности, стремления и тенденции клиентов.

1. Oyevaar M., Vazquez-Brust D., Van Bommel H. Globalization and sustainable development: a business perspective. – Macmillan International Higher Education, 2016. – 384 p.

2. Trouillot M. R. Global transformations: Anthropology and the modern world. – Springer, 2016. – 256 p.

3. Dawson A., Hirt M., Scanlan J. The economic essentials of digital strategy [Electronic resource] // McKinsey Quarterly [website]. – 2016. – URL: https://www.mckinsey.com/business-functions/strategy-andcorporate-finance/our-insights/the-economic-essentials-of-digital-strategy (Accessed: 24.06.2021).

4. Samiee S. Reflections on global brands, global consumer culture, and globalization // International Marketing Review. – 2019. – № 36(4). – P. 536-544. – DOI: https://doi.org/10.1108/IMR-11-2018-0342

5. Gupta A., Gupta A., Garg A., Farhan F., Chandna M., Jain R., Kumar S. Effect of Brand Image on Consumer Buying Behaviour (August 25, 2021) [Electronic resource] // SSRN [website]. – 2021. – URL: https://ssrn.com/abstract=3907928 (Accessed: 29.06.2021).

6. Erevelles S., Fukawa N., Swayne L. Big Data consumer analytics and the transformation of marketing // Journal of Business Research. – 2016. – № 69(2). – P. 897-904.

7. Aviv Y., Wei M., Zhang F. Responsive pricing of fashion products: The effects of demand learning and strategic consumer behavior. – 2018. – 34 p.

8. Tham J., Yazid M. S. A, Khatibi A. A., Azam S. M. F. Internet and Data Security – Understanding Customer Perception on Trusting Virtual Banking Security in Malaysia // European Journal of Social Sciences Studies. – 2017. – № 2(7). – P. 186-207.

9. Burns L. D., Mullet K. K., Bryant N. O. The business of fashion: Designing, manufacturing, and marketing. – Bloomsbury Publishing USA, 2016. – 384 p.

10. Kotler P., Burton S., Deans K., Brown L., Armstrong G. Marketing. – Pearson Higher Education AU, 2015. – 743 p.

11. Sagatdinova D., Quan Sh. Zh. Research and Analysis on the Influencing Factors of the Purchase Decision of the Consumers of Fast Fashion Goods in Kazakhstan // International Journal of Business and Management. – 2018. – № 13(5). – P. 36-45. – DOI:10.5539/ijbm.v13n5p37.

12. Bilgihan A., Barreda A., Okumus F., Nusair K. Consumer perception of knowledge-sharing in travelrelated online social networks // Tourism Management. – 2016. – № 52. – P. 287-296.

13. Baker M. J. What is marketing? // In The Marketing Book. – Routledge, 2016. – P. 25-42.

14. Kumar V., Reinartz W. Creating enduring customer value // Journal of Marketing. – 2016. – № 80(6). – P. 36-68.

15. Parsons E., Maclaran P., Chatzidakis A. Contemporary issues in marketing and consumer behavior. Routledge, 2017. – 192 p.

16. Baimakhanova S. The main factors influencing consumer behavior towards Bershka store in Kazakhstan // International Journal of Engineering and Management Research. – 2019. – № 9(3). – P. 113-117. – DOI:10.31033/ijemr.9.3.15.

17. Shayakhmetova Z. Kazakh light industries focus on local market, fast shortage of high-quality raw materials [Electronic resource] // The Astana Times: Bringing Kazakhstan to the world [website]. – 2019. – URL: https://astanatimes.com/2019/03/kazakh-light-industries-focus-on-local-market-face-shortage-of-highquality-raw-materials/ (Accessed: 18.09.2021).

18. Katz E., Lazarsfeld P. F., Roper E. Personal influence: The part played by people in the flow of mass communications. – Routledge, 2017. – 434 p.

19. Rosenbaum-Elliott R., Percy L., Pervan S. Strategic brand management. – Oxford University Press, USA, 2015. – 320 p.

20. Li C. Y. Why do online consumers experience information overload? An extension of communication theory // Journal of Information Science. – 2017. – № 43(6). – P. 835-851.

21. Zhang K. Z., Benyoucef M. Consumer behavior in social commerce: A literature review // Decision Support Systems. – 2016. – № 86. – P. 95-108.

22. O'Rourke D., Ringer A. The impact of sustainability information on consumer decision-making // Journal of Industrial Ecology. –2016. – № 20(4). – P. 882-892.

23. McCluskey J. J., Kalaitzandonakes N., Swinnen J. Media coverage, public perceptions, and consumer behavior: insights from new food technologies // Annual Review of Resource Economics. – 2016. – № 8. – P. 467-486.

24. Dinerstein M., Einav L., Levin J., Sundaresan N. Consumer price search and platform design in internet commerce // American Economic Review. – 2018. – № 108(7). – P. 1820-59.

25. Sharma R. R., Sharma N. Influence of store atmospherics on retail store patronage: a study of apparel and lifestyle products // Abhigyan. – 2016. – № 34(2). – P. 42-53.

26. Andreasen A. R. Challenges for the science and practice of social marketing // In book: Social Marketing. – Psychology Press, 2018. – P. 3-19.

27. Keiser S., Garner M. B., Vandermar D. Beyond design: The synergy of apparel product development. – Bloomsbury Publishing, USA, 2017. – 512 p.

28. Litvinenko N., Mamyrbayev O., Shayakhmetova A., Turdalyuly M. Clusterization by the K-means method when K is unknown // ITM Web of Conferences. – 2019. – № 24. – Article number 01013. – DOI: https://doi.org/10.1051/itmconf/20192401013.

29. Emmert-Streib F., Dehmer M. Understanding Statistical Hypothesis Testing: The Logic of Statistical Inference // Machine Learning and Knowledge Extraction. – 2019. – № 1(3). – P. 945–961. – DOI: https://doi.org/10.3390/make1030054.

30. Rachmawati D., Shukri S., Azam S. M. F., Khatibi A. Factors Influencing Customers’ Purchase Decision of Residential Property in Selangor, Malaysia // Management Science Letters. – 2019. – № 9(9). – P. 1341-1348.

31. Azam S. M. F., Yajid M. S., Tham J., Hamid J. A., Khatibi A., Johar M. G. M., Ariffin I. A. Research Methodology: Building Research Skills. 1st Ed. – McGraw-Hill Education (Malaysia) Sdn. Bhd, 2021. – 89 p.

32. Scheffer J. Dealing with missing data // Research Letters in the Information and Mathematical Sciences. – 2002. – № 3. – P. 153-160.

33. Gunzler D., Chen T., Wu P., Zhang H. Introduction to mediation analysis with structural equation modeling // Shanghai Archives of Psychiatry. – 2013. – № 25(6). – P. 390–395. – DOI: https://doi.org/10.3969/j.issn.1002-0829.2013.06.009

34. Carrión G. C., Nitzl C., Roldán J. L. Mediation Analyses in Partial Least Squares Structural Equation Modeling: Guidelines and Empirical Examples // In: Latan, H., Noonan, R. (Eds.): Partial Least Squares Path Modeling. – Springer, 2017. – P. 173–195. – DOI: https://doi.org/10.1007/978-3-319-64069-3_8.

35. Kock N. Hypothesis testing with confidence intervals and P values in PLS-SEM // International Journal of e-Collaboration (IJeC). – 2016. – № 12(3). – P. 1-6.

36. Abrams D., Armitage C. J., Christian J. Predicting Uptake of Housing Services: The Role of Self-Categorization in the Theory of Planned Behavior // In book: Planned Behavior. – Routledge, 2017. – P. 33-48.

37. Kim E., Lee J. A., Sung Y., Choi S. M. (2016). Predicting selfi e-posting behavior on social networking sites: An extension of the theory of planned behavior // Computers in Human Behavior. – 2016. – № 62. – P. 116-123.

38. Chinomona R. Brand communication, brand image, and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa // African Journal of Economic and Management Studies. – 2016. – № 7(1). – P. 124-139.

39. Swain S., Padhy R., Jena B. R., Babu S. M. Quality by Design: Concept to Applications // Current drug discovery technologies. – 2018. – № 15(3). – P. 240-250.

40. Noe R. A., Hollenbeck J. R., Gerhart B., Wright P. M. Human resource management: Gaining a competitive advantage. – New York: McGraw-Hill Education, 2017. – 768 p.

41. Hussey P. S., Friedberg M. W., Anhang Price R., Lovejoy S. L., Damberg C. L. Episode-based approaches to measuring health care quality // Medical Care Research and Review. – 2017. – № 74(2). – P. 127-147.

42. Gao J., Han H., Hou L., Wang H. Pricing and effort decisions in a closed-loop supply chain under different channel power structures // Journal of Cleaner Production. – 2016. – № 112. – P. 2043-2057.

43. Shephard A., Pookulangara S., Kinley T. R., Josiam B. M. Media influence, fashion, and shopping: a gender perspective // Journal of Fashion Marketing and Management. – 2016. – № 20(1). – P. 4-18.

44. Zhang C., Kashmiri S., Cinelli M. How Do Brand Age Influence Consumer Attitudes toward a Firm's Unethical Behaviour? // Journal of Business Ethics. – 2017. – № 158(3). – P. 699-711.

45. Jones III R. J., Reilly T. M., Cox M. Z., Cole B. M. Gender makes a difference: Investigating consumer purchasing behavior and attitudes toward corporate social responsibility policies // Corporate Social Responsibility and Environmental Management. – 2017. – № 24(2). – P. 133-144.