Dimensions of Apparel Quality Influencing Consumers' Perceptions

Abstract

Given a lack of knowledge about the dimensions of apparel quality significant to consumers, manufacturers may mistakenly focus attention on product attributes which are not salient to consumers. Therefore, a better understanding of the quality dimensions perceived by consumers and of the intrinsic cues they use in making judgements of products' salient qualities is needed. In this study, 122 adult shoppers evaluated the quality of men's dress shirts. Three dimensions of perceived quality emerged which were defined as Sturdiness/ Durability (garment seams, stitching, fabric construction), Style/Aesthetics (garment design, styling and over-all appearance), and Lasting/Care (garment life and care required). Multiple regression showed that two of these factors, Style/Aesthetics and Sturdiness/Durability, predicted consumers' perceptions of apparel quality. Thus styling, design, and over-all appearance are combined with sturdiness and durability as integral components of consumers' perceptions of quality.