What consumers want from sportswear? An anatomy of consumer perceived value

Abstract

To understand how consumers are redefining values during the current economic downturn, this study empirically investigated the US consumer perceived values (CPV) of casual sportswear and determined the effects of key demographic factors on CPV of casual sportswear. The proposed CPV model in four constructs: price value, quality value, social value, and emotional value integrates cognitive aspects of consumer perception with the intrinsic features of casual sportswear. The results show that the model is valid, the measurement is adequate, and the survey instrument can generate reliable data. Four value constructs capture most of the variance of CPV of casual sportswear. Gender, income level, and education level significantly differentiated the level of perceived values while race did not show any significant impacts.