Understanding Consumers’ Perceptions and Buying Behaviours: Implications for Denim Jeans Design

Osmud Rahman

Abstract


The purpose of this study is to uncover the relative salient of intrinsic and extrinsic cues as determinants of consumers’ purchasing intent toward denim jeans. To the best of my knowledge, there is no comprehensive study reporting results from Canadian consumers perspective regarding their perceptions and behaviours toward denim jeans. A self-administered survey with Likert scale and open-ended questions were used for this study. Statistical Package for the Social Sciences (SPSS) was used to analyze the salient factors and the correlation of six intrinsic cues and three extrinsic cues of denim jeans. A total of 380 useable surveys were compiled, analyzed and collated. The results of this study revealed that fit of denim jeans was the most important cue followed by style and quality, whereas brand names and country-of-origin were relatively insignificant. In terms of product cue correlation, fabric was strongly correlated with style, comfort and quality. Intrinsic cues played a more significant role on denim jeans evaluation than extrinsic cues. According to the results of this study, young consumers tended to use various product attributes to fulfill their concrete needs and abstract aspirations.

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