Abstract:

In past decades there has been change how scientist approach consumer-behavior issue. In the past, scientists believed that consumer is human being with perfect information and that he/she makes decision to maximalize his/her utility. Today, there is change in this approach. This society in developed countries lives in world where there is enough of everything. When we want to buy bread for example we can choose from more than one brand. And it applies for another things in our lives, too. Costumers do not have perfect information, they buy things based on trends, recommendations of their family/friends and advertisements influence consumer too. Each consumer has to deal with risk that he/she buys defective product, or what they do not want, but bought it because they saw it somewhere and were interested in it. This paper deals with consumer behavior in outdoor-clothing segment. In our research primary and secondary research were used. Secondary research revealed that outdoor clothing is very popular in Czech Republic. Czechs wear this type of clothing for outdoor activities but they wear it for other occasions too. For our primary research we used questionnaire (n=338). This research revealed that in Czech Republic exist more than one type or outdoor-clothing costumer based on the intensity of their relationship to outdoor activities. Most represented costumer type is costumer with middle-intensity relationship to outdoor activities. When this consumer buys some clothing, he/she is influenced with many factors as discounts, material brand, clothing brand, fashion, daily use, recommendation of their family or friends.