Consumers' Perceptions of Apparel Quality Over Time: An Exploratory Study

Abstract

The purpose of this research on apparel quality was to 1) identify conceptual dimensions among a large set of apparel attributes at expectation and post-purchase evaluation stages and 2) ascertain how these conceptual dimensions and other variables, such as patronage benefits, demographics, and years of experience shopping with an apparel company, explained variance in perceptions of overall quality at the two evaluation stages. Three hundred consumers who had placed orders for one of three dresses from Lands' End, Inc. formed the sample for the mailed questionnaires. Consumers' perceptions of 61 attributes of the dress were measured at the time of purchase and after six weeks of use. At the expectation stage regression analysis revealed that overall perceived quality was predicted by Fabric and Garment Construction; Care, Value, and Style; Product and Services; and community of residence. At the post-purchase evaluation stage, Care; Product and Services; and Selection factors were useful in predicting overall perceived quality. A model is proposed that can serve to formulate hypotheses for further studies on consumer evaluation of apparel.