Please read the abstract in the section 00front of this document / Dissertation (MSc(Consumer Science))--University of Pretoria, 2003. / Consumer Science / unrestricted

Thesis (MSc)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: An opportunity currently exists for retailers to develop store image strategies to target the female large-size apparel consumer market within the multicultural South African consumer society. This exploratory study set out to generate and describe retail store image attributes perceived as important to the female large-size apparel consumer within the South African context, as well as identifying differences and similarities in the perception of these attributes based on race and age group. The study also aimed to determine if the existing store image attribute groupings by Lindquist (1974-1975:31) is applicable when studying the female largesize apparel consumer. Focus groups were used as method of data collection in this study. The sample population (n=37) consisted of account holders who purchased apparel from a specific large-size apparel retail store during a specific time period. Three race groups, namely Africans, Coloureds, and Whites, as well as three age groups i.e. 20-29, 30-39, and 40-54 year age groups were included. Each focus group was homogenous in race and age composition. A facilitator conducted group discussions by following a focus group schedule. The first part of the discussion generated retail store image attributes deemed important by the focus group participants, followed by the rating of the perceived importance of these attributes using the Schutte Visual Scale. The second part of the discussion generated participants' description of Lindquist's nine identified store image attribute groupings, followed by the rating of the perceived importance of each of these attribute groupings using the Schutte Visual Scale. Transcriptions of all the focus group discussions were made. For the first part of the study the transcriptions were compiled into composite lists and refined based on Lindquist's nine attribute groupings. The aggregate ratings for each specific attribute and attribute grouping were calculated. For the second part of the study's results, the descriptions of each of Lindquist's nine attribute groupings was compiled into a single list of descriptive attributes. The aggregate ratings for each of these attributes groupings were calculated. Respondents perceived Merchandise and Clientele the most important attribute groupings in the analysis of all race and age groups, followed by Service, Post-transaction satisfaction, Promotion and Store atmosphere. Institutional factors and Physical facilities were perceived as the least important attribute groupings. No attributes relating to Convenience were generated. In the analysis of race and age groups, Merchandise and Service, followed by Store atmosphere, were perceived as the most important attribute groupings by most of the focus groups. The specific attributes generated by the different groups showed similarities, whereas the rating and definition of these attributes differed. Lindquist's descriptions of the nine attribute groupings were compared to the descriptions of the respondents. Similarities and differences were identified. Recommendations were made to refine and adapt Lindquist's attribute groupings and descriptions to develop a store image research framework that could be more applicable to the female large-size apparel consumer. This exploratory study provides some insight into the perceived importance of retail store image attributes by the female large-size apparel consumer, given the context of a multi-cultural South African society. Recommendations for future research were made and the implications for retailers were outlined. / AFRIKAANSE OPSOMMING: Daar bestaan tans 'n geleentheid vir kleinhandelaars om 'n winkelbeeld strategie te ontwikkel wat gemik is op die vroulike groter figuur kledingverbruiker binne die multikulturele Suid- Afrikaanse verbruikersamelewing. Hierdie verkennende studie poog om kleinhandel winkelbeeldeienskappe wat deur die vroulike groter figuur kledingverbruiker binne die Suid- Afrikaanse konteks as belangrik beskou word, te genereer en te beskryf, sowel as om die verskille en ooreenkomste in persepsies van die belangrikheid van hierdie eienskappe tussen ras en ouderdomsgroep te identifiseer. Die studie het ook ten doeI om te bepaal of die bestaande winkelbeeldeienskap groeperinge, soos deur Lindquist (1974-1975:31) voorgestel, toepaslik is wanneer die vroulike groter figuur kledingverbruiker bestudeer word. Fokusgroepe is as metode van data-insameling gebruik. Die steekproef (n=37) was rekeninghouers wat aankope gedoen het by 'n bepaalde groter figuur kledingkleinhandelaar binne 'n spesifieke tydsperiode (n=37). Drie rassegroepe naamlik Swartes, Kleurlinge, en Blankes, sowel as drie ouderdomsgroepe te wete 20-29, 30-39, en 40-54-jariges is ingesluit. Elke fokusgroep was homogeen in ras- en ouderdomsamestelling. 'n Fasiliteerder het die fokusgroepbesprekings gevoer deur 'n fokusgroepskedule te volg. Die eerste deel van die bespreking het kleinhandel winkelbeeldeienskappe, wat deur die fokusgroepdeelnemers as belangrik beskou is, gegenereer. Dit is gevolg deur die meting van die respondente se persepsie van die belangrikheid van hierdie eienskappe met behulp van die Schutte Visuele Skaal. Die tweede deel van die bespreking het beskrywings van Lindquist se nege winkelbeeldeienskap groeperinge gegenereer en is gevolg deur die meting van respondente se persepsie van die belangrikheid van hierdie eienskap groeperinge met behulp van die Schutte Visuele Skaal. Transkripsies is van al die fokusgroepbesprekings gemaak. Vir die eerste deel van die studie is die transkripsies in lyste van spesifieke eienskappe saamgestel en georden volgens Lindquist se nege eienskap groeperinge. Die gemiddelde waarde vir elke spesifieke eienskap sowel as vir die eienskap groepering is bereken. Vir die tweede deel van die studie is beskrywings van elk van Lindquist se nege eienskap groepering saamgestel in 'n enkele lys van beskrywende eienskappe. Die gemiddelde waarde vir elk van hierdie eienskap groeperinge is bereken. Respondente beskou Goedere (Merchandise) en Kliëntebasis (Clientele) as die belangrikste eienskap groeperinge in 'n analise van alle ras- en ouderdomsgroepe, gevolg deur Diens (Service), Na-verkoop tevredenheid (Post-transaction satisfaction), Promosie (Promotion) en Winkelatmosfeer (Store atmosphere). Institusionele faktore (Institutional factors) en Fisiese fasiliteite (Physical facilities) is die minste belangrik. Geen eienskappe wat met Gerief (Convenience) verband hou, is gegenereer nie. In die analise van ras- en ouderdomsgroepe is Goedere en Diens, gevolg deur Winkelatmosfeer, as die belangrikste eienskap groeperinge beskou deur meeste van die fokusgroepe. Die spesifieke eienskappe wat deur die verskillende groepe gegenereer is, dui op ooreenkomste, terwyl die gemiddelde waarde en fokus van die eienskappe verskil. Lindquist se beskrywings van die nege eienskap groeperinge is vergelyk met die beskrywings van die respondente. Ooreenkomste en verskille is geïdentifiseer. Voorstelle is gemaak om Lindquist se eienskap groeperinge en beskrywings te verfyn en aan te pas ten einde 'n winkelbeeld navorsingsraamwerk te ontwikkel wat meer toepaslik is op die vroulike groter figuur kledingverbruiker. Hierdie verkennende studie bied insig in die vroulike groter figuur kledingverbruiker se persepsies van die belangrikheid van kleinhandel winkelbeeldeienskappe, gegewe die konteks van 'n multkulturele Suid-Afrikaanse samelewing. Aanbevelings vir verdere navorsing word gemaak en die implikasies vir kleinhandelaars is uitgewys.

Submitted in fulfilment of the requirements for the Degree of Master in Technology: Marketing, Durban University of Technology, 2011. / Satisfying consumers’ needs and wants has always been a primary goal of marketing. These are fulfilled when consumers make the right choices of products to purchase. The driving force behind such purchasing decisions is generally regarded as motivation and this varies between consumers, with each one having their own reasons for their respective choices. For the convenience of consumers, women’s clothing is displayed in stores according to the body sizes of the garments, as reflected on each of their labels. However, this practice can be confusing to consumers because manufacturers use differing sizing systems. The resultant sizing and fit problems in women’s clothing have been documented in many studies around the world. The aim of this study is to explore the emotional effects of sizing and fit on purchasing behaviour in women’s clothing. It looks at current literature regarding emotions in purchasing, consumer decision making and sizing and fit and focuses on sizing and fit problems encountered when women try on clothing in a store. Their emotions whilst going through this process are identified and the subsequent effects of these emotions on their purchasing behaviour are examined. The study firstly reveals that emotions are felt, in varying degrees, by women consumers arising from sizing and fit problems when trying on clothing in stores. The results show that positive emotions are not felt strongly. Secondly, the study identifies the influences which emotions have on purchasing behaviour. The results indicate that positive emotions have a significant influence on purchasing, whilst negative emotions have a lesser effect. Thirdly, the study reveals that in the relationship between satisfaction and the demographic profile, age played a significant role in the scoring of positive emotions when respondents experience inconsistency of sizes between stores.

One of the greatest challenges facing the clothing industry worldwide, including South Africa is to provide well fitting garments to a broadly defined target population (Ashdown, Loker & Rucker 2007:1; Schofield, Ashdown, Hethorn, LaBat & Salusso 2006:147). Yu (2004:32) further states that from the consumers’ perspective, physical and psychological comfort as well as appearance play an important role in determining a well fitting garment and these are most likely to be shaped by the individual’s personal values. According to Kaiser (1998:290), personal values refer to standards or principles that guide an individual’s actions and thoughts that help to define what is important by guiding one’s choices or preferences of how the garment should fit. Hence garment fit and the subsequent appearance serves as a personal expression, communicating some personal values to others (Kaiser 1998:290) that can be achieved through the fitting of the garment. When female consumers encounter garment fit problems either through body shapes, garment sizing or garment size label communication, an emotional experience may result due to the failure to attain the personal values they are aiming to uphold or achieve. Cognitive appraisal theory of emotions is one of the theories among others that attempts to understand why people experience emotions. Lazarus (2001:55) defines cognitive appraisal theory of emotions as a quick evaluation of a situation with respect to one’s wellbeing. The answers to these evaluations directly cause the emotions experienced by a person. Since clothing can be used to express personal values to others (Kaiser 1998:146), the social standards appraisal dimension which can be one of the evaluative questions in the theory of cognitive appraisal concerning a situation, was the relevant evaluative component which this study focused on. This appraisal dimension evaluates whether the situation, in this case the negative experience of an ill-fitting garment affects what the consumer aspires to achieve socially through garment fit. Numerous studies such as Horwaton and Lee (2010); Pisut and Connell (2007) and Alexander, Connell & Presley (2005) on the garment fit problems from a consumer’s perspective have mostly been conducted in developed countries with limited research focusing on the consumers and their emotional experiences with garment fit. Understanding the factors that contribution to the garment fit problem currently being faced by female consumers in South Africa is an essential step in creating awareness of how this problem affects female consumers emotionally and the influence it has on their purchasing decisions. The purpose of this study is, therefore, to determine the female consumers’ personal values attributed to garment fit and to identify the emotions resulting from the perceptions of garment fit. This study predominantly employed an exploratory qualitative research approach. Data were collected from a purposive and convenient sample of 62 females from the UNISA – Florida Campus and King David High School in Victory Park in Johannesburg, South Africa through a self-administered questionnaire. Data on the demographic profile that included the ethnicity and age of the participants as well as data on the psychographic profile of the participants concerning frequently patronized clothing retailers, garment fit preferences and self-reported body shapes were collected through closed-ended questions. These data were analysed using the quantitative method of descriptive analysis. In addition to the psychographic profile of the most frequently patronized clothing retailer and garment fit preferences, participants were further requested to provide reasons as to why they mostly patronized the clothing retailer they ranked number 1, and to provide a reason for their preferred garment fit option. Content analysis, a qualitative method, was used to analyse the reasons provided by the participants for both these questions. Content analysis was also performed on additional information on body shape and garment sizing as well as data on garment size label communication. Furthermore, the means-end chain approach through the hard laddering exercises was used to explore and determine the female consumers’ personal values and emotions depicted through the perceptions of garment fit. Data from the hard laddering interviews on body shapes and garment sizing were carefully coded and categorized into attributes, consequences and personal values. Data were presented through the hierarchical value maps (HVMs) which were constructed through the software program Mecanalyst V 9.1. The analysis established that attributes such as quality of garments, various garment styles, availability of sizes, and fashionable styles directed female consumers’ most frequented clothing retailers. These attributes seemed to be aligned with their personal values they seek when shopping for garments. The findings also showed that most female consumers in this study preferred semi-fitting pants, a blouse and garments in general, a reasonable number of the participants preferred tight-fitting pants (31%), and some participants preferred loose-fitting pants, a blouse and garments in general. The specific personal values such as the comfortability of the garment, modesty, cover-up perceived body shape “flaws” and slimming effect which female consumers in this study desire to achieved through clothing also influenced their garment fit preference. With regard to the perceived self-reported body shapes of the participants, the study reflected that the majority of the participants were triangular body shaped. The study further found that female consumers in this study have expectations of how a garment ought to fit their body. Their expectations seem to be shaped by certain personal values such as “confidence”, “freedom” or “look good” which they aspire to achieve through clothing and garment fit. However, due to variations in body shapes, problems of garment sizing they encounter when purchasing ready-to wear garments and the incorrect information communicated on the size labels or the lack thereof, the majority of the female consumers failed to achieve their personal values. As a result mainly negative emotions such as “frustrated”, “sad”, “confused” and “depressed” were expressed by the participants. With regards to the effect of the perceived garment fit on the purchasing decision, the study found that fit of the garment is an important determinant of making a purchase. However, where female consumers in this study showed an interest of purchasing, while aware of some fit problems, the study found that exceptional conditions such as the possibility of altering the garments and design features such as colours that would conceal their perceived “figure flaws, made it easier for them to decide to purchase. The study further highlighted that some participants only purchased their ready-to-wear garment at certain shops where their needs were catered for and only when they had enough time to try-on the garment they intend to purchase instead of relying on the garment sizing and garment size label communication. Where participants indicated they would not purchase a garment with fitting problems, the study found that some female consumers in this study copied the designs of the garments in the clothing retailers and had someone reproduce it for them, whilst a few female consumers refused to purchase a garment whose size label was incorrectly communicated. Lastly the study also revealed that most female consumers thought that body shape, garment sizing and garment size label communication contribute to garment fit problems female consumers are currently facing in South Africa. It is, therefore, recommended that clothing manufacturers consider the various body shapes in their garment charts, know the needs of their target market and also use uniform sizing and size labelling systems that are easily understood by consumers that purchase ready-to-wear garments from retailers in South Africa. / Life & Consumer Sciences / M. Sc. (Consumer Science)

Dissertation (PhD)--Stellenbosch University, 2001. / ENGLISH ABSTRACT: Female apparel shopping behaviour in a multi-cultural consumer society is a complex phenomenon. This study set out to identify the variables that influence female apparel shopping behaviour in a multi-cultural consumer society and to determine whether distinct clusters of female apparel shoppers could be identified. Three theoretical models from the two study disciplines, Consumer Behaviour and Clothing and Textiles, were investigated, i.e. the Sproles Model of Fashion Adoption, the Engel-Blackwell-Miniard Model of Consumer Decision-Process Behaviour and De Klerk's Clothing Consumer Decision-making Model. These models were synthesised and developed further into a new conceptual theoretical model of variables influencing female apparel shopping behaviour in a multi-cultural consumer society. The Macro conceptual theoretical model presented the variables under market dominated variables, market and consumer interaction variables and consumer dominated variables. The scope of the study was delimited by the choice of two primary variables under each classification, for further investigation. The variables investigated were: the place of distribution, the apparel product, shopping orientation, patronage behaviour, socio-cultural influences (family, lifestyle and culture) and demographics. An overview of the South African apparel industry was provided and future trends in retailing were highlighted. Literature on shopping orientation as a variable was extensively studied, resulting in a proposed new classification system. Lifestyle and cultural consciousness, i.e. the individualist and collectivist orientation, and the impact thereof on female apparel shopping behaviour were investigated. Data for this exploratory study were generated by means of a store-intercept research method. A questionnaire was developed and trained fieldworkers undertook in-store interviews with approximately eight hundred female apparel shoppers representative of three population groups, African/black, coloured and white. The data analysis yielded acceptable questionnaire reliability and multivariate statistics showed shopping orientation and lifestyle to be multi-dimensional constructs with three components each. The three shopping orientation components were labelled shopping selfconfidence and enjoyment; credit-prone, brand-conscious and fashion innovator and local store patronage. A Yuppie lifestyle, apparel-orientated lifestyle and a traditional lifestyle were the three labels ascribed to the lifestyle components. Three clusters of female apparel shoppers were formed by means of cluster analysis, according to the three components of lifestyle and shopping orientation respectively, the two cultural consciousness scales and eleven patronage behaviour items. A demographic profile of each cluster completed the typology of the three female apparel shopper groups. Group one was the largest (49%) and was labelled Actualisers. Group two (28%) was labelled Strugglers and group three (22%) Aspirationals. The female apparel shopper could therefore be successfully segmented into distinct market segments with statistically significant differences in profiles. The profiles showed similarities to international and South African typology research. The results are presented in a conceptual model. The following main implications for manufacturers, marketers, retailers, researchers, educators and students can be stated: .:. Knowledge regarding consumers will be of paramount importance for survival in the competitive and more globally orientated 21st century . •:. The female apparel market is not homogeneous. Different groups of consumers require different types of products and will evaluate them differently. Modern technology such as CAD, EDI, QR and CIM should be implemented to assist stakeholders in this regard. Fashion changes rapidly and if the window of opportunity is not seized, it is lost . •:. Different advertising and marketing strategies are necessary to reach the various female apparel shopper groups. Special attention should be given to advertising approaches and media vehicles that will gain the attention of the various groups . •:. Electronic retailing and marketing will form a large part of future retailing and marketing activities. Stakeholders should be geared towards seizing these opportunities for growth. .:. Researchers, educators and students will benefit from the application of the Conceptual Theoretical Model - a Macro perspective. It could provide a conceptual framework for curriculum development, be used as an evaluation tool and assist in the understanding of the complexities of variables impacting on female apparel shopping behaviour in a multi-cultural consumer society. Recommendations for future research were made in order to encourage researchers to research the complex nature of female apparel shopping behaviour in a multi-cultural consumer society scientifically. / AFRIKAANSE OPSOMMING: Vroueklere aankoopgedrag in 'n multi-kulturele verbruikersgemeenskap is 'n komplekse fenomeen. Hierdie studie poog om die veranderlikes wat vroueklere aankoopgedrag in 'n multi-kulturele verbruikersgemeenskap beïnvloed, te identifiseer en om te bepaal of onderskeibare groepe vroulike verbruikers geïdentifiseer kan word. Drie teoretiese modelle vanuit die twee dissiplines, naamlik Verbruikersgedrag en Kleding en Tekstiele, is ondersoek, naamlik: die Sproles Model van Modeaanvaarding (Sproles Model of Fashion Adoption), die Engel-Blackwell-Miniard model van Verbruikersbesluitnemingsproses-gedrag (Engel-Blackwell-Miniard Model of Consumer Decision-Process Behaviour) asook De Klerk se Kledingverbruikerbesluitnemingsmodel. (De Klerk's Clothing Consumer Decision-making Model). Hierdie modelle is gesintetiseer en verder ontwikkel tot 'n nuwe konseptueie teoretiese model van veranderlikes wat vroueklere-aankoopgedrag in 'n multi-kulturele verbruikersgemeenskap beïnvloed. Die Makro konseptueie teoretiese model orden veranderlikes onder mark-gedomineerde veranderlikes, mark- en verbruiker-interaksie-veranderlikes en verbruiker-gedomineerde veranderlikes. Die omvang van die studie is begrens deur die keuse van twee primêre veranderlikes onder elke groepering vir verdere studie. Die bestudeerde veranderlikes sluit die volgende in: plek van distribusie, die klereproduk, aankooporiëntasie, winkelvoorkeurgedrag, sosio-kulturele invloede (familie, lewenstyl en kultuur) asook demografie. 'n Oorsig van die Suid-Afrikaanse kledingindustrie word gegee en toekomstige tendense in die kleinhandel word uitgelig. Literatuur rakende aankooporiëntasie as veranderlike is breedvoerig bestudeer en resulteer in 'n nuwe klassifikasie stelsel. Lewenstyl en kulturele bewustheid, nl. die individualistiese versus kollektivistiese oriëntasie, en die impak daarvan op vroue se klere-aankoopgedrag is ondersoek. Data vir hierdie verkennende navorsing is verkry deur respondente in winkels te nader (store-intercept research method). Vir hierdie eksploratiewe studie is 'n vraelys ontwikkel en opgeleide veldwerkers het onderhoude (binne winkels) met ongeveer aghonderd vroue klereverbruikers, verteenwoordigend van drie populasie groepe, nl. Swart, Kleurling en Blank gevoer. Die data ontleding dui op aanvaarbare vraelys betroubaarheid. Die meervoudige veranderlike statistiek resultate toon aan dat aankooporiëntasie en lewenstyl multi-dimensionele konstrukte is, met onderskeidelik drie komponente elk. Die drie aankooporiëntasie komponente is benoem as aankoop selfvertroue en genot (shopping self-confidence and enjoyment); krediet geneigdheid, handelsmerk bewustheid sowel as mode innoveerder (credit prone, brand conscious and fashion innovator) en plaaslike winkelvoorkeur (local store patronage). Die Yuppie lewenstyl (Yuppie lifestyle); klere georienteerde lewenstyl (apparel orientated lifestyle) en tradisionele lewenstyl (traditional lifestyle) was die drie name wat aan die lewenstyle komponente toegeskryf is. Drie groepe vroulike klere aankopers is gevorm met behulp van trosanalise. Die trosanalise is gedoen op grond van die drie komponente van lewenstyl en aankooporiëntasie onderskeidelik, die twee kulturele bewustheid skale en die elf winkelvoorkeur gedrag items. Die tipering van die drie groepe is aangevul deur 'n demografiese profiel. Groep een was die grootste (49%) en is genoem Aktualiseerders (Actualisers). Groep twee (28%) is genoem Sukkelaars (StruggIers) en groep drie (22%) Aspireerders (Aspirationals). Die vroulike klere aankoper kon derhalwe suksesvol gesegmenteer word in duidelik onderskeibare segmente met statisties beduidende verskille in die profiele. Die profiele toon ooreenkomste met internasionale en Suid-Afrikaanse tipologie navorsing. konseptueie model. Die resultate word aangetoon in 'n Die volgende hoof implikasies vir vervaardigers, bemarkers, kleinhandelaars, navorsers, opvoedkundiges en studente kan gestel word: .:. Kennis rakende verbruikers sal krities wees vir oorlewing in die kompeterende en globaal georiënteerde 21ste eeu. •:. Die vroue klere mark is nie homogeen nie. Verskillende groepe verbruikers vereis verskillende tipes produkte en sal dit derhalwe verskillende evalueer. Moderne tegnologie soos rekenaar gesteunde ontwerp, elektroniese data interaksie, vinnige respons en rekenaar geintegreerde vervaardiging moet geïmplimenteer word ten einde alle belanghebbendes te ondersteun in hierdie verband. Mode verander vinnig en indien geleenthede nie aangegryp word nie, is dit verlore . •:. Verskillende bemarking en reklame strategieë is nodig ten einde die verskillende groepe vroue klere verbruikers te bereik. Spesifieke aandag moet geskenk word aan die advertensie aanslag en media voertuie wat die aandag van die onderskeie groepe sal trek . •:. Elektroniese kleinhandel en bemarking sal 'n groot komponent van die toekomstige kleinhandel en bemarkingsaktiwiteite beslaan. Belanghebbendes moet ingestel wees om hierdie geleenthede vir groei aan te gryp . •:. Navorsers, opvoeders en studente sal voordeel trek uit die toepassing van die Konseptueie Teoretiese Model - 'n Makro Perspektief. Hierdie model kan dien as 'n konseptueie raamwerk waarbinne kurrikulering kan plaasvind, asook aangewend word as evaluasie instrument. Die model kan ook hulp verleen ten einde die komplekse aard van die veranderlikes wat vroue klere aankoopgedrag beïnvloed in 'n multi-kulturele verbruikergemeenskap, te verstaan. Aanbevelings vir verdere navorsing word gemaak ten einde toekomstige navorsers aan te moedig om op 'n wetenskaplik verantwoordbare wyse die komplekse aard van vroueklere-aankoopgedrag binne 'n multi-kulturele verbruikersgemeenskap, na te vors.

One of the greatest challenges facing the clothing industry worldwide, including South Africa is to provide well fitting garments to a broadly defined target population (Ashdown, Loker & Rucker 2007:1; Schofield, Ashdown, Hethorn, LaBat & Salusso 2006:147). Yu (2004:32) further states that from the consumers’ perspective, physical and psychological comfort as well as appearance play an important role in determining a well fitting garment and these are most likely to be shaped by the individual’s personal values. According to Kaiser (1998:290), personal values refer to standards or principles that guide an individual’s actions and thoughts that help to define what is important by guiding one’s choices or preferences of how the garment should fit. Hence garment fit and the subsequent appearance serves as a personal expression, communicating some personal values to others (Kaiser 1998:290) that can be achieved through the fitting of the garment. When female consumers encounter garment fit problems either through body shapes, garment sizing or garment size label communication, an emotional experience may result due to the failure to attain the personal values they are aiming to uphold or achieve. Cognitive appraisal theory of emotions is one of the theories among others that attempts to understand why people experience emotions. Lazarus (2001:55) defines cognitive appraisal theory of emotions as a quick evaluation of a situation with respect to one’s wellbeing. The answers to these evaluations directly cause the emotions experienced by a person. Since clothing can be used to express personal values to others (Kaiser 1998:146), the social standards appraisal dimension which can be one of the evaluative questions in the theory of cognitive appraisal concerning a situation, was the relevant evaluative component which this study focused on. This appraisal dimension evaluates whether the situation, in this case the negative experience of an ill-fitting garment affects what the consumer aspires to achieve socially through garment fit. Numerous studies such as Horwaton and Lee (2010); Pisut and Connell (2007) and Alexander, Connell & Presley (2005) on the garment fit problems from a consumer’s perspective have mostly been conducted in developed countries with limited research focusing on the consumers and their emotional experiences with garment fit. Understanding the factors that contribution to the garment fit problem currently being faced by female consumers in South Africa is an essential step in creating awareness of how this problem affects female consumers emotionally and the influence it has on their purchasing decisions. The purpose of this study is, therefore, to determine the female consumers’ personal values attributed to garment fit and to identify the emotions resulting from the perceptions of garment fit. This study predominantly employed an exploratory qualitative research approach. Data were collected from a purposive and convenient sample of 62 females from the UNISA – Florida Campus and King David High School in Victory Park in Johannesburg, South Africa through a self-administered questionnaire. Data on the demographic profile that included the ethnicity and age of the participants as well as data on the psychographic profile of the participants concerning frequently patronized clothing retailers, garment fit preferences and self-reported body shapes were collected through closed-ended questions. These data were analysed using the quantitative method of descriptive analysis. In addition to the psychographic profile of the most frequently patronized clothing retailer and garment fit preferences, participants were further requested to provide reasons as to why they mostly patronized the clothing retailer they ranked number 1, and to provide a reason for their preferred garment fit option. Content analysis, a qualitative method, was used to analyse the reasons provided by the participants for both these questions. Content analysis was also performed on additional information on body shape and garment sizing as well as data on garment size label communication. Furthermore, the means-end chain approach through the hard laddering exercises was used to explore and determine the female consumers’ personal values and emotions depicted through the perceptions of garment fit. Data from the hard laddering interviews on body shapes and garment sizing were carefully coded and categorized into attributes, consequences and personal values. Data were presented through the hierarchical value maps (HVMs) which were constructed through the software program Mecanalyst V 9.1. The analysis established that attributes such as quality of garments, various garment styles, availability of sizes, and fashionable styles directed female consumers’ most frequented clothing retailers. These attributes seemed to be aligned with their personal values they seek when shopping for garments. The findings also showed that most female consumers in this study preferred semi-fitting pants, a blouse and garments in general, a reasonable number of the participants preferred tight-fitting pants (31%), and some participants preferred loose-fitting pants, a blouse and garments in general. The specific personal values such as the comfortability of the garment, modesty, cover-up perceived body shape “flaws” and slimming effect which female consumers in this study desire to achieved through clothing also influenced their garment fit preference. With regard to the perceived self-reported body shapes of the participants, the study reflected that the majority of the participants were triangular body shaped. The study further found that female consumers in this study have expectations of how a garment ought to fit their body. Their expectations seem to be shaped by certain personal values such as “confidence”, “freedom” or “look good” which they aspire to achieve through clothing and garment fit. However, due to variations in body shapes, problems of garment sizing they encounter when purchasing ready-to wear garments and the incorrect information communicated on the size labels or the lack thereof, the majority of the female consumers failed to achieve their personal values. As a result mainly negative emotions such as “frustrated”, “sad”, “confused” and “depressed” were expressed by the participants. With regards to the effect of the perceived garment fit on the purchasing decision, the study found that fit of the garment is an important determinant of making a purchase. However, where female consumers in this study showed an interest of purchasing, while aware of some fit problems, the study found that exceptional conditions such as the possibility of altering the garments and design features such as colours that would conceal their perceived “figure flaws, made it easier for them to decide to purchase. The study further highlighted that some participants only purchased their ready-to-wear garment at certain shops where their needs were catered for and only when they had enough time to try-on the garment they intend to purchase instead of relying on the garment sizing and garment size label communication. Where participants indicated they would not purchase a garment with fitting problems, the study found that some female consumers in this study copied the designs of the garments in the clothing retailers and had someone reproduce it for them, whilst a few female consumers refused to purchase a garment whose size label was incorrectly communicated. Lastly the study also revealed that most female consumers thought that body shape, garment sizing and garment size label communication contribute to garment fit problems female consumers are currently facing in South Africa. It is, therefore, recommended that clothing manufacturers consider the various body shapes in their garment charts, know the needs of their target market and also use uniform sizing and size labelling systems that are easily understood by consumers that purchase ready-to-wear garments from retailers in South Africa. / Life and Consumer Sciences / M. Sc. (Consumer Science)