Title: What consumers want from sportswear? An anatomy of consumer perceived value

Authors: Ting Chi

Addresses: Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman WA, 99164, USA

Abstract: To understand how consumers are redefining values during the current economic downturn, this study empirically investigated the US consumer perceived values (CPV) of casual sportswear and determined the effects of key demographic factors on CPV of casual sportswear. The proposed CPV model in four constructs: price value, quality value, social value, and emotional value integrates cognitive aspects of consumer perception with the intrinsic features of casual sportswear. The results show that the model is valid, the measurement is adequate, and the survey instrument can generate reliable data. Four value constructs capture most of the variance of CPV of casual sportswear. Gender, income level, and education level significantly differentiated the level of perceived values while race did not show any significant impacts.

Keywords: demographic factors; perceived value; USA; United States; sportswear consumers; empirical study; consumer perceptions; price value; quality value; social value; emotional value; casual sportswear; gender; income level; education level; race.

DOI: 10.1504/IJMABS.2015.074211

International Journal of Markets and Business Systems, 2015 Vol.1 No.4, pp.314 - 328

Received: 25 Sep 2015
Accepted: 02 Nov 2015
Published online: 18 Jan 2016 *

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