An investigation of the attitudes and behaviors of consumers on five a model in the ready-to-wear clothing sector with the omni-channel marketing approach

With the increasing number of channels where consumers and brands interact with each passing day, businesses need to better understand the channels preferred by consumers according to their demographic characteristics. Understanding the channels that consumers are exposed to and preferred at the stages of awareness, desire, asking, action and advocacy on the five A customer path enables us to reveal the channel levels of the consumers and, accordingly, the intensity levels in the Five A stages. Examining the Customer Path Five A levels according to demographic characteristics can provide the opportunity for businesses to create channel strategies according to consumer groups. In this study, the level of consumers on Customer Path Five A according to demographic characteristics in the ready-made clothing sector was investigated on a channel basis. The questionnaire form developed in line with the purpose of the study was applied to 409 people selected by convenience sampling method in Giresun province. The obtained data were analyzed with the SPSS statistical package program. As a result of the research, it was revealed that there is a significant difference between the Five A levels according to the demographic characteristics of the consumers