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Clothing and Textiles Research Journal, Vol. 8, No. 2,
13-22 (1990)
DOI: 10.1177/0887302X9000800202
Toward a Model of the In-Store Purchase Decision Process: Consumer Use of Criteria for Evaluating Women's Apparel
Molly Eckman
Department of Textiles and Consumer Economics, 2110 Marie Mount Hall, University of Maryland, College Park, MD 20742
Mary Lynn Damhorst
Department of Textiles and Clothing, Iowa State University, 140 LeBaron Hall, Ames, IA 50011
Sara J. Kadolph
Department of Textiles and Clothing, Iowa State University, 140 LeBaron Hall, Ames, IA 50011
To identify criteria considered by consumers while making garment purchase decisions, free response interviews of 80 female customers were conducted at point of purchase in two specialty apparel stores. Subjects described the criteria they used to evaluate a garment they had tried on. The most important criteria for apparel assessment were related to aesthetics. Comparison of responses of customers who purchased and customers who did not purchase their garments revealed that different criteria had primary effects in two stages of the purchase process. During the Interest phase, color/pattern, styling, and fabric were most critical in influencing selection of garments from the display racks. Fit, styling, and appearance on the body were more important in determining rejection or adoption of the garments during the Trial phase in the dressing rooms. The research begins to fulfill a need for store intercept data collection, study of free responses minimally shaped by the researcher, and development of theoretical models of the apparel purchase process.
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