A Study on the Factors Influencing the Preference of Sri Lankan Consumers for the Use of Denim Jeans

Abstract

Denim jeans in vogue these days amongst women as they were available in many fashionable styles. Statistics proved that women were becoming more fashion consumed than men and were inclined to buy denim jeans. Although the consumer preference for denim jeans in the global context has been addressed, thereby establishing certain norms in the market, none of this work has proved helpful in assessing the level of consumer preference in the Sri Lankan denim fashion apparel market. In view of this deficit, this paper focuses on determining the factors of buying denim Jeans for consumer preferences and identifying how it affects demand prevailing in the Sri Lankan denim apparel industry. The researchers used a questionnaire based on to evaluate factors of preference on buying denim jeans. A total of 88 consumers completed the questionnaire. An analysis of the data indicated that 85.5% of consumers expect high-quality when considering buying denim jeans. The results of this study support the multidimensional nature of consumers preference for denim jeans. Findings were analyzed and identified that some recommendations could be used in the product development to enhance the quality and appearance of denim jeans in the Sri Lankan denim apparel fashion market.