Cognitive structures of consumers' perceptions of perceived clothing quality: A means-end chain analysis

The means-end chain model was used to examine some of the product attributes used by consumers to assess perceived clothing quality and to evaluate the cognitive structure that exists between the attributes selected and personal values. The effectiveness of the means-end chain model as a method for studying consumers' clothing perceptions and behaviors was also evaluated.; Personal, in-depth interviews were conducted with twenty-five women. The probing technique of laddering was used to elicit responses from the subjects. This methodology encouraged the subjects to think about and express meanings associated with concrete attributes at higher levels of abstraction. Therefore, responses represented the content as well as the cognitive structures of the subjects' perceptions of clothing quality. Subjects evaluated three blazers to assess perceived quality differences. During the evaluation process, the subjects verbalized how they had judged the quality of the garments. These salient attributes, elicited from the subjects, were the basis for the laddering procedure.; For this group of subjects, the concept of perceived clothing quality included a number of concepts at varying levels of abstraction. Specific attributes were not as important in judging quality as the evaluation of the attributes and consequences that the subject perceived she would derive from the garment. For this group of women, attributes were evaluated on expectations, workmanship, and perceptual image concepts. These evaluations resulted in the expression of economic, social, and psychological consequences associated with quality garments and were important factors underlying the evaluation of quality. These consequences were affected by the personal values of capable, self-esteem, and social recognition/respect as expressed by the majority of the subjects. It was at the higher levels of abstraction that similarity of meaning of clothing quality began to merge into a common concept.; This study indicated that the means-end model and the laddering procedure can serve as an effective method for conducting clothing research. Salient factors used by consumers in assessing clothing quality not previously examined or tested in the literature were identified. The means-end paradigm and the laddering methodology are powerful tools for examining and synthesizing the content and cognitive structures of consumers' perceptions of clothing.