Identifying the clothing shopping attitudes and preferences of Hungarian consumers within the context of omni-channel retailing

Abstract

Our study examines attitudes and preferences regarding the clothing shopping experience in omni-channel retail settings and offers insights into the experiences Hungarian consumers have when they are shopping for clothing by the omni-channel retail environment. This study seeks to provide a deeper understanding of how consumers' attitudes and preferences towards shopping for clothing in an omni-channel retail environment may impact policies related to omni-channel retailing within the retail industry by determining how consumers' attitudes and preferences may impact policies related to omni-channel retailing within the retail industry. As part of a qualitative research approach, this study conducted twelve semi-structured interviews with respondents in Hungary, all of whom had previously made purchases of clothing from both physical stores and online retailers. We detected important themes and patterns based on a thematic analysis of the respondents' shopping experiences. According to the study findings, consumers in Hungary prefer to purchase essential clothing items through the Internet, particularly those who belong to the group of younger adults. Despite that, more expensive clothing items are more likely to be viewed in person in physical stores and ordered online when discounted. There are also some respondents who take advantage of free shipping and free returns when shopping for clothing online. Using existing theoretical background and empirical research, this study offers a new perspective on clothing shopping in Hungary. Understanding what Hungarian customers prefer and how they behave can help businesses tailor their clothing strategies to meet their needs and expectations.