Quality Indicators Used by Retail Buyers in the Purchase of Women's Sportswear

Abstract

This study used a mail questionnaire to investigate the quality indicators used by buyers to purchase women's sportswear. Spearman's Rho and ANOVA were used for analysis. Garment construction and brand name were identified as the best indicators of overall garment quality, but construction, price, and brand name were the most important cues used in purchase decisions. Educational background in basic textiles had little effect on buyers' prioritization of quality cues. Buyers who had more advanced study in textile testing and evaluation ranked fabric characteristics, garment construction, and price as important cues. Use of brand name and place of origin cues were both positively related to buyers' years of experience, while style and wholesaler's information were negatively correlated. Type of store had little effect on buyers' prioritization of quality cues. Style, seconds or irregulars, fabric flaws, dye imperfections, and price negatively affected buyers' purchasing decisions.