Examining Consumer Attitudes Towards Online Shopping for Intimate Apparel in North Macedonia: A Study of Customer Expectations & Preferences

Nadica Jovanovska Boshkovska – University American College Skopje, School of Business Economics and Management, Bul. Treta Makedonska Brigada 60, 1000 Skopje, Republic of North Macedonia

Sara Spasovska – Sara Fashion Ltd., Ilinden, Street 34, 32, 1000 Skopje, Republic of North Macedonia

Ilijana Petrovska – University American College Skopje, School of Business Economics and Management, Bul. Treta Makedonska Brigada 60, 1000 Skopje, Republic of North Macedonia

Ana Tomoska Misoska – University American College Skopje, School of Business Economics and Management, Bul. Treta Makedonska Brigada 60, 1000 Skopje, Republic of North Macedonia

Abstract: The main aim of this paper focuses on analysing consumer at­titudes toward purchasing intimate apparel products online. The necessi­ty for such research arises at a time when online shopping in North Mace­donia has become a daily routine, with statistics showing a significant pro­portion of consumers from the region engaging in online shopping. The ap­parel was selected for analysis, with a specific emphasis on underwear. Con­sidering the intimate nature of this segment within the apparel industry, a questionnaire consisting of 21 questions was distributed to consumers of the Macedonian underwear brand, Sara Fashion, via social media platforms such as Facebook and Instagram. The research gathered feedback from 80 consumers, from which the research findings showed that online shopping yields a positive experience.

8th International Scientific Conference – EMAN 2024 – Economics and Management: How to Cope With Disrupted Times, Rome, Italy, March 21, 2024, SELECTED PAPERS, published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-84-4, ISSN 2683-4510, DOI: https://doi.org/10.31410/EMAN.S.P.2024

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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