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PREFERENCES OF MOTHERS WHOSE CHILDREN GO TO KINDERGARTEN IN SELECTING THEIR CHILDREN'S CLOTHES: A QUALITATIVE RESEARCH
(Osmaniye Korkut Ata Üniversitesi, 2023) Bozyiğit, Sezen; Işık, Aynur; Boyraz, Ayben
The market for children's ready-made clothing is becoming increasingly important. The target audience for children's clothes is the children themselves and their mothers. To understand their needs and preferences, it is crucial to identify the factors that are taken into consideration when choosing children's clothing. For this reason, this research aims to reveal the factors that mothers whose children go to kindergarten care about when choosing clothes for their children, and the child's roles and preferences in this process. The research group consisted of 31 mothers in Adana whose children attended kindergarten. Data were collected through face-to-face in-depth interviews and analyzed using content and descriptive analysis methods. Based on the results of the research, mothers tend to buy clothes for their children as per their needs or during seasonal transitions. Quality, affordability, and cotton fabric are the most important factors for mothers when selecting clothes. Children's opinions are also taken into account when buying clothes. It was found that children generally prefer clothes with cartoon characters, colorful dresses with sequins, and light colors such as pink and blue.