Understanding consumers’ perception of clothing quality: a multidimensional approach |
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Authors: | Mary E. Swinker Jean D. Hines |
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Abstract: | 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. |
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Keywords: | Apparel clothing quality consumers’ perception |
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