Measuring Apparel Design Attributes for Cross Cultural Product Development and Marketing

• 영문명: Measuring Apparel Design Attributes for Cross Cultural Product Development and Marketing
• 발행기관: 한국마케팅과학회
• 저자명: Nancy J. Miller Mary Littrell J. R. Campbell
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』Korean Academy of Marketing Science Spring International Conference, 3~18쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.05.30

영문 초록

  The design process, involving Identification and differentiation of consumer derived benefits and then establishing product position, can be further complicated With the additional consideration of international market segments. This research details the second phase of a project originally developed to modify and validate an instrument measuring perceptions and preferences of garment design characteristics. In this second phase, a sample of 238 U.S. college age females was targeted to test twelve garments consisting of three styles, three fabric designs, and two fabric colorways as stimuli in generating evaluations of garment acceptance and potential purchase. Findings from the first phase, involving instrument development, are compared with findings derived in the second phase, concerning consumer evaluation of garments.

목차

〈Abstract〉
Apparel Product Characteristics and Positioning Research
Phase 1 Instrument Development and Results
Phase 2 Instrument Development and Results
CONCLUSIONS AND IMPLICATIONS FOR APPLICATION AND FUTURE RESEARCH
References