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Online clothing reselling platforms in Italy - testing the preferred attributes through conjoint analysis
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Resumo(s)
This research project focuses on understanding the consumer’s preferences for the second cloth ing platform known as Vinted, Vestiaire Collective, Depop, and Zalando Second-hand. The
chosen market for this study is Italy due to its’ popularity in fashion. The conjoint analysis
technique was applied, including other analyses such as cluster analysis and perceptual maps
to better identify consumers’ perceptions and preferences of these platforms. Several surveys
and interviews were conducted with experts and consumers. The main findings were that con sumers preferred product prices, buyer protection, and, additional fees as important features
while using these platforms.
Descrição
Palavras-chave
Marketing research Perceptual maps Conjoint analysis K-means clustering Clothing reselling platforms Consumer insights