Factors Influencing the Level of Consumer Trust in the Russian Marketplace When Buying Clothes

Student: Danilov Aleksandr

Educational Programme: Marketing and Market Analytics (Bachelor)

Year of Graduation: 2024

In recent years, the marketplace market has been characterized by rapid growth: both for the marketplaces themselves and for sellers. The clothing category shows particularly rapid growth. At the same time, the topic of factors affecting consumer trust of Russian consumers when buying clothes remains unexplored. As part of this work, a series of in-depth interviews (13 interviews) with further content analysis was conducted to update existing models taking into account the characteristics of the selected market. Also, a quantitative survey was conducted, based on the results of which the unifying factors were determined (using factor analysis). As a result, a pool of practical recommendations was formed for both large and niche marketplaces, which will increase the level of consumer trust.

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