DETERMINATION OF SUCCESS CRITERIA FOR THE WEDDING DRESS SECTOR ENTREPRENEURS

Abstract

In this study, it is aimed to determine success criteria that the entrepreneurs who produce wedding dresses should have in order to be able to produce wedding dresses, establish wedding dress producing enterprises and / or maintain an established enterprise. Quantitative research method is used in this study. The sample of the study is the entrepreneurs who produce wedding dresses in Bursa, Istanbul and Samsun. Survey technique is used during data collection. Data is collected from 25 wedding dress entrepreneurs with the help of developed questionnaire. There are also open-ended questions in the questionnaire. The frequencies, percentages, mean and standard deviations of the collected data are interpreted in the SPSS 21.0 program. As a result of the analysis to be a wedding dress manager; having knowledge about the machines and apparatus used in planting, getting the body size of the customer and applying the sewing techniques are the most important characteristics. In addition, information about advertising-promotion, branding and marketing is the most important characteristic of business management. When the research results are evaluated, it will help the universities to be successful entrepreneurs of the students of clothing production and fashion design program to be taught entrepreneurship, marketing and brand related lessons.