Online clothing reselling platforms in Italy - testing the preferred attributes through conjoint analysis

• Autor(a) principal: Ahmed, Nihar
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/152005
• topic: Marketing research; Perceptual maps; Conjoint analysis; K-means clustering; Clothing reselling platforms; Consumer insights; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

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.