The role of consumer perception and purchasing behaviour in the process of designing sleepwear

Abstract

Consumer perception and purchasing behaviour play a pivotal role in the design process, as modern consumers demand products that align with and satisfy their preferences. This paper presents a study of Slovenian consumers' perceptions and purchasing behaviours of sleepwear, which are often overlooked. The main purpose of the survey is to identify consumer habits regarding the wearing and purchasing of sleepwear in Slovenia, providing a fundamental basis for the design process. Namely, the survey that has been conducted covers various aspects, including wearing and purchasing habits, visual details, textiles, and financial preferences. The results indicate that the majority of Slovenian consumers wear sleepwear during both summer and winter, but they do not use the same type of clothing for each season. In winter, consumers primarily wear two-piece sleepwear, such as pyjamas or a combination of a long-sleeved T-shirt with long pants or leggings. In summer, they primarily wear short-sleeved T-shirts, shorts, nightdresses and two-piece nightwear. An important consideration is the material of the sleepwear, with comfort being the most crucial factor. Most often, sleepwear is made from natural materials such as cotton. Sustainability is a significant factor for Slovenian consumers, as more than half of the respondents wear eco-sleepwear. Consumers typically purchase sleepwear once a year or every two years, preferably in stores. They also like to buy sleepwear as a gift. A smaller percentage of consumers wear additional pieces like socks, bathrobes or eye masks.