Prioritizing customer requirements for men’s denim jeans through factor analysis and fuzzy analytic hierarchy process

Abstract

PurposeThe main purpose of this paper is to identify, screen and prioritize customer requirements (CRs) for men’s denim jeans. Moreover, the effect of demographic factors on the primary evaluation criteria has been examined.Design/methodology/approachThe study was initiated by the growing complaints about denim jeans products of a local manufacturing company. First, 24 CRs were identified from the literature and customer complaints. Then, a survey was conducted to rate the identified CRs and solicit more CRs through closed-ended and open-ended questions, respectively. From the survey, 368 usable responses were collected while the participants were shopping in 14 local retail shops. After analyzing the data using factor analysis, univariate and multivariate analysis of variance (MANOVA), and content analysis, the resulting 15 criteria were prioritized by experts’ pairwise comparisons employing the fuzzy analytic hierarchy process (AHP).FindingsFactor analysis extracted six components (primary criteria) including design cues, pocket design, comfort, size and fit, fashionability, and extrinsic cues from the CRs included in the closed-ended questions. MANOVA showed that age and frequency of purchasing denim jeans significantly affected the primary criteria, while educational level and frequency of wearing denim jeans did not. The weights from the fuzzy AHP revealed that colour fastness, price, durability, fabric weight, workmanship, side pocket design and fit as the most important CRs. Moreover, consumers preferred regular fit, stitched round side pockets, patch back pockets and stretchable denim fabric.Research limitations/implicationsThe limitations of the study are discussed in the body of the paper in Section 7.Originality/valueThe paper presents exploratory findings on denim jeans evaluation criteria in a developing country’s context. Moreover, the application of fuzzy AHP for prioritizing denim jeans’ CRs is unique.