Understanding the Young Consumers’ Perception of Clothing Quality

Abstract

Purpose – This paper aims to study the perception of young consumers’ about clothing quality. It aims to identify different attributes (of apparel) consumers use to judge the quality of apparel. It also seeks to understand the effect of demographic factors on choice of criteria for selection of apparel.

Method – This paper analyses primary data collected through a structured questionnaire from the young consumers’ (students) in India, one from small city of Gujarat in western India and other from big city of Uttar Pradesh in northern India.

Findings – The study found mixed evidence about, intrinsic and extrinsic, attributes important for young consumers. The findings also suggest that demographic factors (gender, location) affect importance assigned to certain attributes.

Value/Originality – Retail sector in India is growing at phenomenal rate, so is the apparel category. This has attracted lot of suppliers into this segment increasing the competition. With a large proportion of Indian population in the age group of 19 – 25, this segment presents remarkable opportunity. Therefore, it is important for marketer to understand, how consumers in general and in this age group in particular evaluates the quality of a product.

This paper provides multidimensional view of the apparel quality. Also it provides empirical findings in Indian context, comparing young consumers from different cities and states.

Keywords: Apparel, Quality, Consumer Behaviour

JEL Classification: M31