The article examined the utilitarian, hedonic, social and digital marketing-related components of consumer motivation in clothing purchases. The empirical base consisted of 420 valid questionnaires from a survey conducted by the author in shopping centres of Bukhara region in 2025-2026. A five-point Likert scale, Cronbachʼs alpha, descriptive statistics, one-way analysis of variance and multiple linear regression were applied. Comfort and fabric quality received the highest ratings, while hedonic motives had the strongest effect on purchase intensity. Statistically significant differences across age groups were found for all motives: trends and social media dominated among buyers aged 18-24, whereas natural fabric and durability came first for buyers aged 36 and older. Recommendations were developed on audience segmentation, enriching the shopping experience and coordinating online and offline channels.
| Mualliflar | Jalilov Jamshid Gʻanijonovich |
|---|---|
| Jurnal | Marketing |
| Nashriyot | Тошкент давлат иқтисодиёт университети |
| ISSN | 3060-4621 |
| Nashr sanasi | 2026-10-15 |
| Son | 10 |
| Betlar | 387-396 |
| Til | O‘zbek |
| Ilmiy soha | Iqtisodiyot |
| DOI | 10.67668/mj/2026iss10/2231 |
| Indeksga qo‘shilgan | 2026-10-29 |
DOI: 10.67668/mj/2026iss10/2231 · Maqolaning asl sahifasi
kiyim mahsulotlari, isteʼmolchi motivatsiyasi, utilitar motivlar, gedonik motivlar, ijtimoiy motivlar, raqamli marketing, bozor segmentatsiyasi, xarid xulq-atvori, одежда, потребительская мотивация, утилитарные мотивы, гедонические мотивы, социальные мотивы, цифровой маркетинг, сегментация рынка, покупательское поведение, clothing, consumer motivation, utilitarian motives, hedonic motives, social motives, digital marketing, market segmentation, purchasing behaviour
| APA | Jalilov Jamshid Gʻanijonovich (2026). KIYIM MAHSULOTLARI XARIDIDA ISTEʼMOLCHILAR MOTIVATSIYASI. Marketing, (10), 387-396. https://doi.org/10.67668/mj/2026iss10/2231 |
|---|---|
| GOST (OAK) | Jalilov Jamshid Gʻanijonovich KIYIM MAHSULOTLARI XARIDIDA ISTEʼMOLCHILAR MOTIVATSIYASI // Marketing. – 2026. – № 10. – B. 387-396. – DOI: 10.67668/mj/2026iss10/2231. |
| MLA | Jalilov Jamshid Gʻanijonovich. “KIYIM MAHSULOTLARI XARIDIDA ISTEʼMOLCHILAR MOTIVATSIYASI.” Marketing, (10), 387-396, 2026. https://doi.org/10.67668/mj/2026iss10/2231 |
| Chicago | Jalilov Jamshid Gʻanijonovich. “KIYIM MAHSULOTLARI XARIDIDA ISTEʼMOLCHILAR MOTIVATSIYASI.” Marketing, (10), 387-396 (2026). https://doi.org/10.67668/mj/2026iss10/2231 |
| Harvard | Jalilov Jamshid Gʻanijonovich (2026) ‘KIYIM MAHSULOTLARI XARIDIDA ISTEʼMOLCHILAR MOTIVATSIYASI’, Marketing, (10), 387-396. https://doi.org/10.67668/mj/2026iss10/2231 |
| BibTeX | @article{jalilovjamshidganijonovich2026,
title = {KIYIM MAHSULOTLARI XARIDIDA ISTEʼMOLCHILAR MOTIVATSIYASI},
author = {Jalilov Jamshid Gʻanijonovich},
journal = {Marketing},
year = {2026},
number = {10},
pages = {387-396},
doi = {10.67668/mj/2026iss10/2231},
url = {https://doi.org/10.67668/mj/2026iss10/2231}
} |
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