The purposes of this study were to measure and compare the knowledge level of sales personnel employed by a ladies' apparel manufacturer and to examine the need for a training program for sales managers, sales secretaries, and sales representatives. The data were gathered through a four-part questionnaire developed by the researcher. Sales personnel were rated as having low, medium, or high knowledge. The majority rated as having medium knowledge. No significant differences in knowledge level were evident relative to sales position or length of employment. Training needs tended to have little variance among respondents.

Thesis (M.S.)--Virginia Polytechnic Institute and State University, 1992. / Vita. Abstract. Includes bibliographical references (leaves 129-133). Also available via the Internet.

by So Oi-kwan, Christina. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1988. / Bibliography: leaves 71-72.

Thesis (M.S.)--University of North Carolina at Greensboro, 2007. / Title from PDF t.p. (viewed Oct. 18, 2007). Directed by Barbara Dyer; submitted to the School of Human Environmental Sciences. Includes bibliographical references (p. 86-100).

Thesis (BTech (Fashion Design))--Cape Peninsula University of Technology, 2010 / A research was conducted in order to assist the Young Fuller Figured Women entering and already working in the corporate environment with clothing for the work environment. This research was conducted so that these women may notice a smaller number of incorrect fitting clothes when they shop for formal wear and also to give them guidance on suitable, elegant and stylish clothes for their body size and shape. Two theories namely: 'dress for success' by John Molloy and 'clothing is a code' by Fred Davis were the guidelines jn discovering, understanding and solving the dress problem for the young full figured women. In order to deal with the problem I had to interview some of these women to understand their challenges and frustration regarding dressing suitably for the corporate environment. The results of the interviews showed that the origin of the problem, are the basic block pattems. This was the solution for most of the garment fitting problems that the young fuller figured women experienced daily. A range was designed to serve as an example of how these women can dress for the corporate environment using various suitable fabrics and colours. This range appears formal and yet has a feminine twist to it, making it suitable for the woman who wants to be taken seriously and yet maintain her femininity and elegance. I hope that this research will be a useful tool for the retailers who currently cater for the fuller fIgured women to assist them with the current garment fitting problems and for the designers who plan to enter the fuller figured market: to enter it cautiously and taking the requirements of their potential customers into consideration If the information in this research is applied clothes that the fuller figured women buy will fit correctly the first time and they will not have to pay extra to alter new garments.

The purposes of this study were to determine if petite women have a positive or negative body cathexis, to see if petite women perceive themselves as having garment fit and style proportion problems, and to explore the relationships between these variables and selected demographic information. The sample was made up of 132 Spiegel catalog shoppers. The sample ranged in height from 4'9" to 5'6" with 670/0 being 5'2" and under. Results for the 5'2" and under were looked at separately. The total sample was satisfied with all the body cathexis variables except for thighs and stomach. The 5'2" and under petites were satisfied with all the variables except four, leg length, hips, stomach, and height. Most of the fit problems were associated with length. The majority of the sample 5'2" and under reported available clothing too long in the sleeves, skirts, pants, and crotch depth. Most of the style proportion problems reported in this research were associated with the length of garments and garment components. The miscellaneous items that created the most problems for this sample were pocket location and dart location. These problems were more predominate for the 5'2" and under sample. Over 50% of 5'2" and under sample reported problems with lengths and pocket location. And at least 25% of them reported problems in 22 other areas. There did not appear to be any relationship between the perceived garment fit variables and style proportion problems and the body cathexis variables, nor between the demographics and the perceived garment fit and the style proportion problems The majority of the sample shopped at mail order stores (catalogs) and department stores. The department most often shopped was the petite department. The majority of the women had their ready-to-wear clothing altered to achieve a better fit and solve their style proportion problems. The majority (74%) was not satisfied with the current petite clothing available. The most conclusive data in this study pertained to the implication of problems with dart location and pocket placement. The garment proportion in relation to darts and pocket placement were inappropriate for some of these petite subjects. / Master of Science

This study is an assessment of preferences and the perceived satisfaction of clothing for a group of large-sized women shopping in the Dallas metropolitan area. Demographic information was gathered from the respondents to compare the relationship between the clothing preferences and the demographic variables. The participants in this study were sixty large-sized women who shopped in two large-sized specialty stores in Dallas, Texas. The data were collected by use of a personal interview instrument developed by the researcher. This study concludes that large-sized women perceived the selection of large-sized clothing ranging from good to fair with variation in their satisfaction of style, price, fabric, and availability. Large-sized women prefer the following style features: the A-line skirt, the V-neckline, the A-line dress, the bishop sleeve, the solid fabric design, and the color green.

No description available.

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)

Much of the effort that goes into a purchasing decision occurs at the stage where a choice has to be made from the available alternative clothing products (Solomon & Rabolt, 2009:392). In this phase of the decision making process, consumers’ perceptions of the clothing item they anticipate to purchase includes evaluation of the clothing and the application of specific evaluative criteria in order to assess the suitability of the clothing item (Saricam, Kalaoglu, Ozdygu & Urun, & 2012:2). Evaluative criteria are the specifications or standards that consumers use when comparing and assessing alternatives (Forney, Park & Brandon, 2005:158). Because consumer needs vary not only by the product they want to purchase but also in terms of information (Forney et al., 2005:158), identifying the evaluative criteria that consumers use in the clothing purchasing decision-making process may provide an insight into preferences relative to specific products, such as clothing. While several studies have shown that the purchasing decision can be influenced by individual differences as well as environmental influences, it is no doubt that the investigation of each of these variables provides important clues to understanding consumer purchase decision broadly, but are limited in some parts in their explanations when it comes to clothing purchasing decision. Literature has highlighted the significance of body shape on clothing preferences because of the inherent relationship between the clothing product and the body. The difference in body shape often determines how clothing will drape on a figure, how comfortable the garment feels and ultimately how the clothing product will be evaluated by the consumer. Moreover, personal values, which are defined as the desired end-states have been shown to be one of the most powerful explanations of, and influence on the way consumers are likely to behave in a specific situation, such as the purchasing of new clothing product, the process that includes evaluation, choosing among the alternatives and finally the purchasing decision (Vincent 2014:119; Kim et al. 2002:481; Laverie, Klein & Klein, 1993:2). Additionally, while in the process of evaluating various clothing attributes for the suitability of the clothing product in terms of body shape and personal values, female consumers may experience either positive or negative emotions (Zeelenberg et al., 2008:18), depending on how the clothing is assessed. Most theories of emotional influences on decision making take the valence-based approach (Lerner & Keltener, 2000:473), focusing on the effects of positive versus negative emotional states. However, Lerner and Keltener (2000:473), have suggested that emotion specific approach, in particular the Appraisal-Tendency Framework (ATF) model is more effective to understand and predict the influence of specific emotions on decision making and behaviour. Consumers’ choice of the clothes based on the evaluative criteria during the decision making process is regarded as a form of consumer input to the clothing manufacturing and design (May-Plumee & Little, 2006:62). Since these underlying factors are regarded as important for understanding the rationale behind consumer clothing purchasing decision and behaviour, a thorough investigation of such factors on how they impact clothing evaluative criteria is greatly necessary. This may help and guide the clothing manufacturers and retailer on how to design and produce clothing products that are most relevant for the needs and preferences of South African female consumers. The study, therefore, aimed to determine the influence of body shape and personal values on women’s preferences for and use of intrinsic evaluative criteria (styling/design, colour/pattern, appearance, appropriateness/acceptance, fit/sizing, comfort and fibre content/material) in the purchasing of casual blouse/top, trouser/skirt and dress. Information on the relevant importance of various clothing product attributes in the consumers’ mind may provide clothing manufacturers and designers with the basis for effective new clothing product development and marketing strategies. Furthermore, considering that emotions are involved in clothing purchasing decision, the study also focused on understanding the influence of emotions on clothing purchasing decision and subsequent behaviour. This study reflected the postpositive philosophical worldview which is typically associated with quantitative approach. In this case, the study assumed quantitative research design and methods and is regarded as exploratory in nature. Using purposeful, convenient and snowball techniques, the sample was solicited in Gauteng, Johannesburg, South Africa. A total of 316 women aged between 18 and 66 plus years old took part in the study. A survey using a group administered questionnaire was used to collect primary data from the respondents. The group administered questionnaire included demographic information of the participants, self-reported perceived body shape measure, personal values measure, evaluative measure and emotions measure. Descriptive statistics were used to analyze demographic information, as well as on overall data before inferential statistics were performed. Inferential statistics such as the z-test was applied to establish the significant evaluative criteria and to test the proportions of the selected emotions. Chi-Square test of independence was used to determine the association between body shape evaluative criteria investigated, while nonlinear canonical correlation analysis (OVERALS) was performed to establish the relationship between personal values and evaluative criteria and lastly, discriminant analysis was used determine purchasing behaviour. The analysis established that fit/sizing and comfort are the most important evaluative criteria that women consider in the purchasing of casual clothing categories studied. Respondents, also agreed that styling/design was the determinant evaluative criteria when purchasing a casual dress, while fit/sizing was the determinant evaluative criteria in the purchasing of a casual blouse/top and trouser/skirt. The results further showed that respondents in this study who perceive themselves to be diamond shaped, think colour/pattern is very important particularly when purchasing a casual blouse/top. However, when purchasing a trouser/skirt, the results reflected that the oval body shaped respondents think styling/design is very important, while respondents who perceive themselves to be rectangular body shaped, consider comfort when purchasing a casual dress. With regards to the relationship between personal values and evaluative criteria, the study found that when purchasing a casual blouse, respondents consider the appearance for the achievement of warm relationship with others, excitement and confidence. The results also indicated that through fit/size of a blouse/top, female consumers strongly aspired for self-respect. The results further showed that through the styling/design of a blouse/top, female consumers in this study want to achieve self-fulfillment, while a sense of accomplishment is influenced by the comfort of a casual blouse/top. On the other hand it was also revealed that appropriateness/acceptability of a casual blouse/top seemed to influence fun and enjoyment as well as sense of belonging. In the purchasing of a casual trouser/skirt, the results clearly showed that in order to achieve a warm relationship with others, female consumers strongly considered the fibre content/material and colour/pattern of trouser/skirt. The results also suggested that consumer considered the appearance of a trouser/skirt for the achievement of sense of belonging and self-fulfillment, while the styling/design of a trouser/skirt was somewhat considered for attainment of excitement. Through the fit/sizing of a casual trouser/skirt, it was shown that female consumers strongly aspired to achieve self-respect, confidence as well as fun and enjoyment. The results further highlighted that respondents considered appropriateness/acceptability of a casual trouser to somewhat influence being well-respected, while comfort of a casual trouser somewhat influenced a sense of accomplishment. In the purchasing of a casual dress, the results indicated that in order to achieve excitement and a warm relationship with others, female consumers in this study considered the appearance. The results further suggested that through the appearance of dress respondents somewhat also aspired for a sense of belonging. On the other hand, the results clearly revealed that respondents will consider fibre content/material, styling/design, fit/sizing and colour of casual dress in order to achieve self-respect, self-fulfillment, confidence, being well-respected and a sense of accomplishment. Lastly the results demonstrated that the best behaviour that drives the emotion “disgust” is “I walk away”. On the other had the best behaviour that drives the emotion “sadness” is “I spend more time shopping around”. The results were fully consistent and gave support to the emotions specific hypothesis (ATF) which postulates that different emotions of the same valence for instance, “disgust” and “sad”, both being negative, can exert opposing influences on decision making and behavior. However, concerning the positive specific emotions, it emerged that there were no behaviour differences between the emotions “happiness” and “contentment”, probably, suggesting unpredictable behaviour. It is, therefore, recommended that clothing designers and retailers should have a knowledge of the attributes that are preferred by female consumers of various body shape. It is also recommended that clothing manufacturers and retailers should endeavor to understand the value systems of their target. This study has contributed to the body of knowledge of understanding the role that body shape, personal values and emotions play in the clothing purchasing decision and behaviour. / Life and Consumer Sciences / Ph. D. (Consumer Science)