| Abstract: | ![]()
The Sproles Consumer Interest and Priorities questionnaire was administered to 3,036 American home economists, who were pursuing careers in business, in order to develop a profile of the clothing attitudes and activities of that segment of the consumer market who (1) have been enrolled in home economics programmes at the college level, and (2) have been employed in businesses created for profit or associations supported by profit-making companies. Sixty-four per cent (1,950) of the survey forms were returned. A majority of the respondents evidenced a consciousness of clothing styles worn by others, an understanding of the importance of fashionability within social situations, an awareness of personal clothing expenditures and an appreciation for the economic value of home sewing. Application of these principles, however, was individualized, as evidenced by contrasting methods of clothing acquisition, varied willingness to purchase clothing at sales or used clothing establishments, and diverse tendencies toward buying clothing on impulse. Only 22% of the sample perceived themselves to be fashion leaders. |
