Comparison between Germany and the USA in the youth clothing industry

摘要

In this article we treated the information behaviour of consumers when choosing clothing. We focused especially on information?behavior?of the younger population from 15 to 24 years in Germany and the USA. Knowing information sources of young people is important for companies of the clothing industry and the marketers in the sales network when forming marketing strategies. With a quantitative survey we found out about the importance of influence of individual information sources when young people in Germany and the USA make decisions regarding purchases. On the sample of 440 young people who took part in the survey we found out that there are significant differences in the assessment of information sources influence. This research represents an original contribution to the science of finding and analysing intercultural differences in the information behaviour of youth when choosing clothes between the two countries studied.?Clothing?companies?which appear?in the markets of?countries studied?suggest?the use of?adapted marketing communication policy.