Consumer perception and expectation of women's underwear

Pao Yue-kong Library Electronic Theses Database

Consumer perception and expectation of women's underwear


Author: Siu, Kam-man
Title: Consumer perception and expectation of women's underwear
Degree: M.A.
Year: 1999
Subject: Lingerie
Lingerie -- China -- Hong Kong
Brassieres -- China -- Hong Kong
Consumer behavior -- China -- Hong Kong
Consumer satisfaction -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Institute of Textiles and Clothing
Pages: xiii, 138 leaves : ill. ; 30 cm
Language: English
InnoPac Record:
Abstract: Owing to the increasing importance of women's underwear, this study was conducted in a purpose to explore the consumer perception and expectation of local and imported brand underwear and find the difference in consumer perception and expectation between these two brand categories. Qualitative and quantitative methods were used. The former was conducted in both company's level and consumer's level in order to procure more attributes for questionnaire design from different angles while the later was conducted with 254 respondents to ensure a reliable research result. There were six major findings. Firstly, consumers were willing to spend much more money for bras than for panties. Secondly, consumers tended to believe more in their own experiences of hand feel, body feel and visualization and third party's experiences than public media. Thirdly, the overall performance of both local and imported brand underwear in physical, functional and psychological aspects had not met consumer expectations statistically and theoretically though the majority of consumers were satisfied with the brands they used. Fourthly, Body fitting, comfortability and ease of movement were perceived the most important attributes by consumers of both local and imported brand underwear. Fifthly, the overall performance of imported brand underwear exceeded that of local brand underwear significantly in physical and functional attributes and one psychological attribute for bras and in durability, ease of movement and beautifying the silhouette of outerwear for panties. Local brand underwear exceeding imported brand underwear significantly was only expressed in price as local brand bras were perceived much cheaper than imported brand bras whereas no significant difference was found for panties between these two brand categories. Finally, consumer expectation of imported brand bras was remarkably higher than that of local brand bras in physical and functional attributes. However, there was no significant difference for panties between these two brand categories. Recommendations were given for the shortcomings, of which, quality problems and functional problems occupied a quite high percentage for both local and imported brand underwear. It is expected that this study will be of help to manufacturers of both local and imported brand underwear to understand consumer expectations as well as their own and competitors' strengths and weaknesses in order to make continuous improvement that will lead to consumer satisfaction.

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