Consumer perceived values of Hawaiian attire: the effects of socio-demographic factors

Abstract

Purpose – The purpose of this paper is to propose and examine a consumer-perceived value (CPV) formation model in the context of Hawaiian attire (aloha attire). The effects of key socio-demographic factors on perceived values of aloha attire were empirically determined. Design/methodology/approach – CPV is conceptualized as a multi-dimensional construct including emotional value, social value, quality value, and price value. The investigated socio-demographic factors included residential status, age, gender, ethnicity, education level, income level, and type of retailers from which consumers usually purchase aloha attire. The primary data were gathered by a questionnaire survey of US consumers. Using 330 survey returns, factor analysis and multiple regression analysis were utilized for data analysis and hypothesis testing. Findings – The proposed model was proven valid and the four value constructs cumulatively accounted for 68.6 percent of the variance in CPV of aloha attire. Majority of variances of perceived values (social value at 74 percent, emotional value at 70 percent, price value at 67 percent, and quality value at 65 percent, respectively) can be accounted for by investigated socio-demographic factors. Gender and ethnicity significantly affected perceived social and emotional values. Income level and education level significantly affected all perceived values. Residential status only affected perceived price and emotional values, while retailer type significantly affected perceived social, emotional, and quality values. Practical implications – Incorporation of gender, ethnicity, income level, education level, residential status, and retailer type information in developing marketing strategies and promotional programs can help companies more effectively convey desired values of aloha attire to target consumers. Originality/value – This empirical study responded to the need for better understanding of consumer desired values for aloha attire to support more effective product development and marketing. The knowledge gained from this study provides valuable insights for both academicians and industrial practitioners.