RESEARCH AND ANALYSIS OF THE PERCEPTION AND PURCHASE DECISION AMONG CROATIAN CONSUMER`S SNEAKER SHOES

The aim of this paper is to research and analyze the perception of Croatian consumers, their attitudes and behavior regarding purchasing and using sports shoes, specifically sneakers. Therefore, after secondary research, a primary study was conducted to fulfil the fundamental goal of this paper, i.e. to gain insight into the costumer’s perception, attitudes and behavior regarding their decision-making process during purchasing and using sports, sneaker shoes. Attitudes about price, quality, comfort, design, fashion brand and other behavioral factors such as purchasing sneakers for personal use or as a gift were examined. The study was conducted using a quantitative, on-line, anonymous survey questionnaire on a convenience sample of Croatian sneakers consumers using Google forms, which was completed by 124 adult respondents of both sexes, during the summer of 2023. The results of the study showed that there is no significant difference in preferences and purchases of sneakers between male and female respondents. The conclusion of the study provides insight into the characteristics, habits and preferences of respondents regarding the purchase and usage of sneaker shoes.