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Understanding consumers’ perception of clothing quality: a multidimensional approach
Author(s) -
Swinker Mary E.,
Hines Jean D.
Publication year - 2006
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2005.00478.x
Subject(s) - clothing , quality (philosophy) , perception , psychology , marketing , perceived quality , advertising , applied psychology , business , geography , brand awareness , philosophy , archaeology , epistemology , neuroscience
The purpose of this study was to explore how consumers evaluate clothing quality. The researchers used a questionnaire based on responses from previous clothing quality research. It included statements to assess consumers’ use of informational cues to evaluate clothing quality and their expectations of high‐quality garments. A total of 146 students completed the questionnaire. An analysis of the data indicated that 75% of the informational cues and 36% of the expectations of a high‐quality garment were used by the respondents when considering the quality of a garment. The results of this study support the multidimensional nature of consumers’ perception of clothing quality using both informational cues and consumers’ expectations of high‐quality garments.