32—AN EMPIRICAL STUDY OF THE ATTITUDES OF UNITED KINGDOM CONSUMERS TOWARDS CLOTHING MADE IN VARIOUS OTHER COUNTRIES

Abstract

Many previous studies have established the potential effects of a nation's stereotype image upon consumers' attitudes towards its products. This study takes ‘country-of-origin’ research a stage further by specifically investigating effects in the U.K. clothing market. By employing depth interviews and market-research surveys, consumers' attitudes towards products made in various countries are revealed. Similarly, a survey of retailers' policies is included. Various attributes of clothing, including value for money, fashion, and quality, are compared for clothing originating from different countries. Country of origin is established as an information input that consumers may use in making purchasing decisions, clear-cut differences in consumer attitudes towards various countries being revealed. The implications for the U.K. clothing industry are discussed with particular emphasis on the need for more attention to and investment in consumer research, design, and marketing.