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The perception of apparel quality in the aspect of young women’ buying behaviors. Part 2

Key words:
perceived quality, apparel, quality determinants,
consumer preferences.

Summary
This article attempts to answer the question on the role of the apparel quality in the
process of making purchase decisions by young consumers. Among the discriminants, which
determine the purchase, added values that are obtained through a scheduled properly and
consistent Visual Merchandising are the most important. The influence of factors not directly
related to the product has been analyzed and considered as indicators of quality by young
consumers. The focus is on the presentation of the product range offered in the context of
brand building and gaining the loyalty of consumers by clothing chains.
Research has shown that consumers prefer the products with specific utility values and
good quality that meet their requirements. Buyer assess the quality of the product, guided by a
series of examined discriminants, which are those directly related to the sales room, as well as
factors directly related to the product. Purchasing decisions are closely related to the comfort
of shopping, i.e. easiness of finding clothes in his style and purity of the area of sale. The
project of shop window in a retail chain plays a secondary importance for young consumers,
which is an interesting observation in the context of its role in the marketing strategy of
companies, as a part creating and amplifying the brand image. The study made it possible to
create a hierarchy of factors that influence the purchase decisions of consumers. There are no
statistically important differences between the two main age groups, i.e. young female
consumers (15-25) and female consumers 26+, in the context of the perception of the
importance of the factors determining the choice of clothing store where purchases are made.

Anna Xymena MAJKRZAK
Renata SALERNO-KOCHAN
Cracow University of Economics
Faculty of Commodity Science
Department of Industrial Products
Rakowicka 27, 31-510 Cracow, Poland
e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

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