The Main Factors Influencing Consumer Behavior towards Bershka Store in Kazakhstan


  • Saida Baimakhanova Master Student, Department of Management, Hangzhou Dianzi University, Hangzhou, CHINA



Consumer Behavior, Fashion Industry, Global Market, Kazakh Clothing Market


The fashion industry has made a considerable growth in the global market all over the world comparing to the rest of market representatives. Many experienced entrepreneurs strive to invest their money in this area of business because they find it profitable to set up and develop in Asian and Central Asian countries. However, many young companies suffer from different problems while penetrating this type of market and getting to the same level of success that fashion giant companies achieved, the fashion industry is still expected to be one of the fastest developing and competitive industries in the world. The fashion market in Kazakhstan has made several steps to improve the current situation in the local market taking into account that giant companies such as Zara, Bershka, H & M penetrated the Kazakh clothing market not a long time ago and gained its success by paying attention to some factors that have a significant impact on the consumer attitude in Kazakhstan. This makes sense to study the main aspects influencing on the behavior of customers in Kazakhstan based on previous works which were made in this particular field. Studying these factors might help to understand the consumer behavior from it’s the most important side of management.

            Customer behavior is an activity that is directly involved in the acquisition and consumption of goods and services, including the decision processes that precede and follow that activity. Understanding the factors that affect consumers to make their purchases can help to improve the current situation and make important steps to increase the sales in the future.




How to Cite

Saida Baimakhanova. (2019). The Main Factors Influencing Consumer Behavior towards Bershka Store in Kazakhstan. International Journal of Engineering and Management Research, 9(3), 113–117.