Consumers in a social network: the perception of clothing quality per gender

Data analysis was performed using descriptive statistics and variance analysis (ANOVA). Findings: The main results show that: 1. The consumers of garments regard as highly important to take into consideration quality attributes when deciding to buy clothes, especially for women in relation to menswear; 2.

Women has a higher perception than men as for the evaluation of the quality attributes of both women’s wear and menswear; and, 3. Clothing consumers, in particular consumers of women’s products, only consider to purchase such products if they have, in particular, style, fabric quality and fair price. Originality/value: This research filled in some theoretical and methodological gaps with regard to giving emphasis to gender differences in clothing quality assessment.

This is in line with the conclusions of quality research conducted long ago, such as Olson & Jacoby’s (1972), which findings are specific to the type of product and/or consumer investigated. Therefore, generalizations beyond the product or the consumers examined are of dubious validity.