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Article
Publication date: 1 March 1999

Kai‐Sen Liu and Kitty G. Dickerson

This study examines the selection criteria, country preference and people which influence Taiwanese male office workers' business apparel purchases in Taiwan. A partial model by…

467

Abstract

This study examines the selection criteria, country preference and people which influence Taiwanese male office workers' business apparel purchases in Taiwan. A partial model by Engel, Blackwell and Miniard (EBM) was used as the framework to indicate that the culture factor directly affects consumers' decision‐making process of purchase behaviour. A total of 232 questionnaires from male consumers in Taipei, Taiwan, were used for data analyses. Selection criteria, country preference and influential people were analysed by demographic variables including age, marital status, education, occupation, and yearly expenditure for business apparel purchase. Overall, the respondents ranked the selection criteria in order of descending importance as: fit, colour, price, style, quality, brand name, ease of care, fibre content and country. The order of country preference was rated first to last as: Taiwanese, Italian, US, French, British, Japanese, Hong Kong, German and Canadian. Individuals who influenced purchases were ranked as: my own opinion, wife or girlfriend, female friend, family member or other relative, male friend and salesperson. This research suggests that if foreign companies want to market to Taiwanese male consumers, they must develop appropriate strategies that help to change the domestic bias of the older males, or choose to appeal to younger males in hopes of developing long‐term brand loyalty. Additionally, the price strategies should be adjusted to be more competitive in Taiwan's marketplace. Meanwhile, fit and colour of apparel products may also need to be altered or modified in order to reach Taiwanese male consumers' demands.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 3 no. 3
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 1 June 2005

Namkyung Jang, Kitty G. Dickerson and Jana M. Hawley

The purpose of this qualitative study was to explore how the performance of apparel products is measured in the apparel business so as to contribute theoretical understanding and…

4057

Abstract

Purpose

The purpose of this qualitative study was to explore how the performance of apparel products is measured in the apparel business so as to contribute theoretical understanding and the company's capacity of apparel product development.

Design/methodology/approach

Qualitative research method was employed. Face‐to‐face interviews were conducted with 27 individuals who have developed apparel products in the US apparel and retail industries. Emergent themes were classified into Griffin and Page's “core success and failure measures” including customer acceptance, financial performance, product‐level, and firm‐level.

Findings

Findings revealed that the performance measures for apparel products are multidimensional. The combination of consumer acceptance and financial performance measures, especially sales and profitability, served as critical measures for apparel product performance. Both long‐ and short‐term performances were considered.

Research limitations/implications

The small, convenience and purposeful sample should be considered as a limitation.

Practical implications

The findings from this study may be useful for apparel product development in the apparel industry where it is important, particularly in an increasingly competitive marketplace.

Originality/value

The emergent performance measures in this study may be used as a baseline for further studies that need to measure apparel product performance.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 9 no. 2
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 1 March 2005

238

Abstract

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 9 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 1 January 1999

Suyun Shin and Kitty Dickerson

An understanding of consumer behaviour helps companies in catering more effectively to the needs and wants of their target markets. This better understanding of the consumer can…

372

Abstract

An understanding of consumer behaviour helps companies in catering more effectively to the needs and wants of their target markets. This better understanding of the consumer can lead to significant increases in a company's sales within a given market segment, and therefore can lead to increased profits (Dhalla and Mahatoo 1976). Accordingly, understanding the factors which contribute to consumer purchases and consumer satisfaction are among the most important functions a market researcher may perform (Vecchio 1991). Once manufacturers understand the characteristics of their particular target market segment, more effective promotion can be devised (Piirto 1990).

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 3 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

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