Іn today's consumer-centered world, its behavior is crucial, which significantly increases the impact on the activities of organizations of any type and requires them to further develop methods of influencing the consumer, taking into account their preferences. Іn this paper, a survey of consumer preferences with different income levels regarding women's clothing choices is conducted. Due to the complexity of the structure of the needs of the population, the targeted approach to the process of designing clothes is the most important condition for ensuring product sales. In this case, when designing clothes, businesses should take into account a well-defined market segment, its needs and expectations. Target audience - women aged 20 to 55 and older, social status - students, professionals, middle managers, heads of departments, heads of organizations. Consumer requirements of different price segments for clothing have different features. In addition, their differences in education, income, professional activity are useful guidelines for the production of clothing and its implementation. The three main price segments of the low, middle and high income consumer market are identified for women's clothing and the significance of the selection criteria for each is determined. Thus, for consumers of the low price segment one of the most important criteria for choosing a jacket is the price of the product, for the middle price segment - the quality of fit of the jacket and for the high price segment - the quality of manufacture and fit of the jacket. An expert survey was conducted to identify the significance of the product price criteria. The most significant criterion for women's outerwear when pricing is the choice of the material of the top. Therefore, a clear focus on consumer requirements should be at every stage of product design. It is suggested that, when producing clothing for a particular price segment, the requirements of the customers in that segment should be taken into account. Key words: price segment, market, consumer, quality, criterion .
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