A study on the factors influencing the preference of Sri Lankan consumers for the use of denim jeans
Keywords:
Denim jeans, Consumer preference, Denim apparel market, Denim detailing, Denim brands
Abstract
Aim: This paper analyzes the current demand for denim apparel in Sri Lanka to determine the factors influencing consumer preferences when purchasing denim jeans. Women’s denim jeans are trending due to a wide variety of flattering cuts and washes. According to the data, women were more likely to buy denim jeans, and they were increasingly interested in the fashion industry. Although research has been done to assess consumer preference in the Sri Lankan denim fashion apparel market, it has yet to be useful in determining how consumers feel about denim jeans globally.
Method: The researchers used a questionnaire to evaluate factors of preference for buying denim jeans. We received 88 completed surveys from interested consumers.
Findings: When shopping for denim jeans, 85.5% of consumers place a high priority on quality, according to the data. This research lends credence to the idea that consumers’ tastes in denim jeans are complex and multifaceted. Results were analyzed, and it was determined that some of the suggestions could be implemented in future product development to improve the quality and aesthetic appeal of denim jeans sold in the Sri Lankan denim apparel fashion market.
Implications/Novel Contribution: Although denim jeans are a staple in Sri Lankan wardrobes, there is a paucity of research into consumer consumers for this ubiquitous product. To improve the future of retail fashion in Sri Lanka, this study reveals some crucial facts about denim apparel brands and factors of preference of such consumers.
References
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Brooks, A. (2015). Systems of provision: Fast fashion and jeans. Geoforum, 63, 36-39. doi:https://doi.org/10.1016/j.geoforum.2015.05.018
Choudhury, A. (2017). Environmental impacts of denim washing. In, Sustainability in denim. New York, NY: Elsevier.
Department of Census and Statistics. (2014). The Sri Lankan women partner in progress. Retrieved from https://bit.ly/3l35Qhy
De Silva, A., & Herath, H. (2019). Impact of intrinsic factors and subjective norms that influence purchase intention in Sri Lankan online retail apparel industry. Kelaniya Journal of Human Resource Management, 14(2), 56-70. doi:https://doi.org/10.4038/kjhrm.vI4i2.67
Eckman, M., Damhorst, M. L., & Kadolph, S. J. (1990). Toward a model of the in-store purchase decision process: Consumer use of criteria for evaluating women’s apparel. Clothing and Textiles Research Journal, 8(2), 13-22. doi:https://doi.org/10.1177/0887302X9000800202
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Forsythe, S., Presley, A. B., & Caton, K. W. (1996). Dimensions of apparel quality influencing consumers’ perceptions. Perceptual and Motor Skills, 83(1), 299-305. doi:https://doi.org/10.2466/pms.1996.83.1.299
Hwang Shin, S.-J., Fowler, D., & Lee, J. (2013). Teens and college students’ purchasing decision factors of denim jeans in the United States. Fashion & Textile Research Journal, 15(6), 971-976. doi:https://doi.org/10.5805/SFTI.2013.15.6.971
Jayasuriya, N. A., Azam, S. F., & Ferdous, M. (2017). The impact of social media marketing on brand equity: A study of fashion-wear retail in Sri Lanka. International Review of Management and Marketing, 7(5),178-183.
Jin, B., Park, J. Y., & Ryu, J. S. (2010). Comparison of chinese and indian consumers’ evaluative criteria when selecting denim jeans. Journal of Fashion Marketing and Management: An International Journal, 14(1),180-194. doi:https://doi.org/10.1108/13612021011025492
Karunaratna, C. (2015). Propensity to customer switching: A review on apparel stores. European Journal of Business and Economics, 10(2), 431-439. doi:https://doi.org/10.12955/ejbe.v10i2.695
Liyanage, U. (2010). The sri lankan post-modern consumer. Sri Lankan Journal of Management, 14(15), 1-20.
Mangat, M., & Hes, L. (2015). Comfort aspects of denim garments. In, Denim manufacture, finishing and applications. California, CA: Woodhead Publishing Series.
Manzoor, U., Baig, S. A., Malik, E., & Shahid, M. I. (2020). Consumer perceptions of brands in Pakistans denim industry. Pakistan Journal of Multidisciplinary Research, 1(1), 1-13.
McEachern, M., Middleton, D., & Cassidy, T. (2020). Encouraging sustainable behaviour change via a social practice approach: A focus on apparel consumption practices. Journal of Consumer Policy, 43(4), 397-418. doi:https://doi.org/10.1007/s10603-020-09454-0
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Olson, J. C., & Jacoby, J. (1972). Cue utilization in the quality perception process. In Proceedings of the Third Annual Conference, Association for Consumer Research, Ann Arbor, MI.
Ozlu, P. G., & Sevinir, S. D. (2019). Aesthetical and emotional effects of material on clothing design. The Turkish Online Journal of Design Art and Communication, 9(1), 42-51. doi:https://doi.org/10.7456/10901100/006
Periyasamy, A., & Militky, J. (2017). Denim and consumers phase of life cycle. In, Sustainability in denim. New York, NY: Elsevier.
Piyachat, B. (2017). The relationships among resources commitment reverse logistics innovation reverse logistics performance and reverse logistics cost savings: Manufacturing vs service industry. Journal of Administrative and Business Studies, 3(3), 122-135. doi:https://doi.org/10.20474/jabs-3.3.2
Rahman, O. (2011). Understanding consumers perceptions and buying behaviours: Implications for denim jeans design. Journal of Textile and Apparel, Technology and Management, 7(1), 2-16.
Rahman, O. (2012). The influence of visual and tactile inputs on denim jeans evaluation. International Journal of Design, 6(1), 11-25.
Rajasekera, J., & Karunasena, H. (2013). Apparel design for global market: Kansei engineering perspective. In International Conference on Biometrics and Kansei Engineering, London, UK.
Remy, N., Speelman, E., & Swartz, S. (2016). Style thats sustainable: A new fast-fashion formula. Flodrida, FL: McKinsey & Company.
Report of Central Bank of Sri Lanka. (2012). Economic and social statistics of Sri Lanka 2012. Retrieved from https://bit.ly/3l4V9LA
Sinclair, R. (2015). Understanding textile fibres and their properties: What is a textile fibre? In, Textiles and fashion. New York, NY: Elsevier.
Sondhi, N., & Singhvi, S. (2006). Gender influences in garment purchase: An empirical analysis. Global Business Review, 7(1), 57-75. doi:https://doi.org/10.1177/097215090500700104
Swinker, M. E., & Hines, J. D. (2006). Understanding consumers perception of clothing quality: A multidimensional approach. International Journal of Consumer Studies, 30(2), 218-223. doi:https://doi.org/10.1111/j.1470-6431.2005.00478.x
Telli, A., & Babaarslan, O. (2016). Commercialized denim fabric production with post-industrial and post-consumer wastes. Journal of Textile & Apparel/Tekstil ve Konfeksiyon, 26(2), 213-220.
Upadhyay, D., & Ambavale, R. (2015). A study on preference with reference to denim jeans in female segment in ahmedabad city. International Journal of Management and Social Sciences Research, 2(4), 153-159.
Vijayalakshmi, D., & Ramachandran, D. T. (2012). Isolates application of multi-functional finishes on denim garments. Daffodil International University Journal of Science and Technology, 7(1), 59-66.
Wu, J., & Delong, M. (2006). Chinese perceptions of western-branded denim jeans: A shanghai case study. Journal of Fashion Marketing and Management: An International Journal, 10(2), 238-250. doi:https://doi.org/10.1108/13612020610667531
Yadav, D. R., Khandai, S., & Singh, S. (2019). Examination of the moderation effect of generations on buying behavior of women: A special focus on fashion apparel. Indian Journal of Economics & Business, 19(1),147-166.
Ahmad, M. B., Ali, H. F., Malik, M. S., Humayun, A. A., & Ahmad, S. (2019). Factors affecting impulsive buying behavior with mediating role of positive mood: An empirical study. European Online Journal of Natural and Social Sciences, 8(1), 1-17.
Anwar, N. B., & Talib, A. A. (2018). ingaporean consumers attitudes to technology usage. International Journal of Business and Administrative Studies, 4(1), 1-14. doi:https://doi.org/10.20469/ijbas.4.10001-1
Banerjee, S., Datta, D. B., & Daga, M. V. (2018). An empirical study on the effect of retail service quality attributes on the consumer buying decision-with reference to moustache. The International Journal of Business Management and Technology, 2(4), 34-55.
Blijlevens, J., Thurgood, C., Hekkert, P., Chen, L.-L., Leder, H., & Whitfield, T. (2017). The aesthetic pleasure in design scale: The development of a scale to measure aesthetic pleasure for designed artifacts. Psychology of Aesthetics, Creativity, and the Arts, 11(1), 86-98. doi:https://doi.org/10.1037/aca0000098
Brooks, A. (2015). Systems of provision: Fast fashion and jeans. Geoforum, 63, 36-39. doi:https://doi.org/10.1016/j.geoforum.2015.05.018
Choudhury, A. (2017). Environmental impacts of denim washing. In, Sustainability in denim. New York, NY: Elsevier.
Department of Census and Statistics. (2014). The Sri Lankan women partner in progress. Retrieved from https://bit.ly/3l35Qhy
De Silva, A., & Herath, H. (2019). Impact of intrinsic factors and subjective norms that influence purchase intention in Sri Lankan online retail apparel industry. Kelaniya Journal of Human Resource Management, 14(2), 56-70. doi:https://doi.org/10.4038/kjhrm.vI4i2.67
Eckman, M., Damhorst, M. L., & Kadolph, S. J. (1990). Toward a model of the in-store purchase decision process: Consumer use of criteria for evaluating women’s apparel. Clothing and Textiles Research Journal, 8(2), 13-22. doi:https://doi.org/10.1177/0887302X9000800202
Fiber 2 Fashion. (2013). Driving demand for denim jeans. Retrieved from https://bit.ly/3lcs4Ot
Fletcher, K. (2016). Craft of use: Post-growth fashion. London, UK: Routledge.
Forsythe, S., Presley, A. B., & Caton, K. W. (1996). Dimensions of apparel quality influencing consumers’ perceptions. Perceptual and Motor Skills, 83(1), 299-305. doi:https://doi.org/10.2466/pms.1996.83.1.299
Hwang Shin, S.-J., Fowler, D., & Lee, J. (2013). Teens and college students’ purchasing decision factors of denim jeans in the United States. Fashion & Textile Research Journal, 15(6), 971-976. doi:https://doi.org/10.5805/SFTI.2013.15.6.971
Jayasuriya, N. A., Azam, S. F., & Ferdous, M. (2017). The impact of social media marketing on brand equity: A study of fashion-wear retail in Sri Lanka. International Review of Management and Marketing, 7(5),178-183.
Jin, B., Park, J. Y., & Ryu, J. S. (2010). Comparison of chinese and indian consumers’ evaluative criteria when selecting denim jeans. Journal of Fashion Marketing and Management: An International Journal, 14(1),180-194. doi:https://doi.org/10.1108/13612021011025492
Karunaratna, C. (2015). Propensity to customer switching: A review on apparel stores. European Journal of Business and Economics, 10(2), 431-439. doi:https://doi.org/10.12955/ejbe.v10i2.695
Liyanage, U. (2010). The sri lankan post-modern consumer. Sri Lankan Journal of Management, 14(15), 1-20.
Mangat, M., & Hes, L. (2015). Comfort aspects of denim garments. In, Denim manufacture, finishing and applications. California, CA: Woodhead Publishing Series.
Manzoor, U., Baig, S. A., Malik, E., & Shahid, M. I. (2020). Consumer perceptions of brands in Pakistans denim industry. Pakistan Journal of Multidisciplinary Research, 1(1), 1-13.
McEachern, M., Middleton, D., & Cassidy, T. (2020). Encouraging sustainable behaviour change via a social practice approach: A focus on apparel consumption practices. Journal of Consumer Policy, 43(4), 397-418. doi:https://doi.org/10.1007/s10603-020-09454-0
Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T., & Gwilt, A. (2020). The environmental price of fast fashion. Nature Reviews Earth & Environment, 1(4), 189-200. doi:https://doi.org/10.1038/s43017-020-0039-9
Olson, J. C., & Jacoby, J. (1972). Cue utilization in the quality perception process. In Proceedings of the Third Annual Conference, Association for Consumer Research, Ann Arbor, MI.
Ozlu, P. G., & Sevinir, S. D. (2019). Aesthetical and emotional effects of material on clothing design. The Turkish Online Journal of Design Art and Communication, 9(1), 42-51. doi:https://doi.org/10.7456/10901100/006
Periyasamy, A., & Militky, J. (2017). Denim and consumers phase of life cycle. In, Sustainability in denim. New York, NY: Elsevier.
Piyachat, B. (2017). The relationships among resources commitment reverse logistics innovation reverse logistics performance and reverse logistics cost savings: Manufacturing vs service industry. Journal of Administrative and Business Studies, 3(3), 122-135. doi:https://doi.org/10.20474/jabs-3.3.2
Rahman, O. (2011). Understanding consumers perceptions and buying behaviours: Implications for denim jeans design. Journal of Textile and Apparel, Technology and Management, 7(1), 2-16.
Rahman, O. (2012). The influence of visual and tactile inputs on denim jeans evaluation. International Journal of Design, 6(1), 11-25.
Rajasekera, J., & Karunasena, H. (2013). Apparel design for global market: Kansei engineering perspective. In International Conference on Biometrics and Kansei Engineering, London, UK.
Remy, N., Speelman, E., & Swartz, S. (2016). Style thats sustainable: A new fast-fashion formula. Flodrida, FL: McKinsey & Company.
Report of Central Bank of Sri Lanka. (2012). Economic and social statistics of Sri Lanka 2012. Retrieved from https://bit.ly/3l4V9LA
Sinclair, R. (2015). Understanding textile fibres and their properties: What is a textile fibre? In, Textiles and fashion. New York, NY: Elsevier.
Sondhi, N., & Singhvi, S. (2006). Gender influences in garment purchase: An empirical analysis. Global Business Review, 7(1), 57-75. doi:https://doi.org/10.1177/097215090500700104
Swinker, M. E., & Hines, J. D. (2006). Understanding consumers perception of clothing quality: A multidimensional approach. International Journal of Consumer Studies, 30(2), 218-223. doi:https://doi.org/10.1111/j.1470-6431.2005.00478.x
Telli, A., & Babaarslan, O. (2016). Commercialized denim fabric production with post-industrial and post-consumer wastes. Journal of Textile & Apparel/Tekstil ve Konfeksiyon, 26(2), 213-220.
Upadhyay, D., & Ambavale, R. (2015). A study on preference with reference to denim jeans in female segment in ahmedabad city. International Journal of Management and Social Sciences Research, 2(4), 153-159.
Vijayalakshmi, D., & Ramachandran, D. T. (2012). Isolates application of multi-functional finishes on denim garments. Daffodil International University Journal of Science and Technology, 7(1), 59-66.
Wu, J., & Delong, M. (2006). Chinese perceptions of western-branded denim jeans: A shanghai case study. Journal of Fashion Marketing and Management: An International Journal, 10(2), 238-250. doi:https://doi.org/10.1108/13612020610667531
Yadav, D. R., Khandai, S., & Singh, S. (2019). Examination of the moderation effect of generations on buying behavior of women: A special focus on fashion apparel. Indian Journal of Economics & Business, 19(1),147-166.
Published
2020-12-14
Section
Articles
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