U.S. consumers' perceptions of India inspired garments: A cross regional exploration of adoption and diffusion
Date
1999
Authors
Link, Jeanne Marie
Major Professor
Advisor
Miller, Nancy J.
Littrell, Mary A.
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Abstract
It is becoming difficult for Fair Trade Organizations (FTOs) to maintain a certain differentiation from traditional or mainstream importing businesses who are attempting to cater to the same market niche (Whitehouse, Beth. (1996). Fair trade: A small group of U.S. importers believe third-world Laborers should receive a fair price for their craft. World View Summer, 1996.). By helping FTOs address some unique and critical challenges, chances are increased that they will flourish versus just survive the aggressive competition. Some of these challenges include efforts to understand the American target market across regional boundaries. The purpose of this study was to investigate several relationships, (1) consumers' levels of acceptance for garments produced in India and the geographic location of these consumers in the United States, (2) consumers' evaluation of garment familiarity and garment complexity,
(3) consumers' evaluation of garment complexity and their levels of acceptance for garments produced in India by Marketplace, (4) consumers' evaluation of garment familiarity and their levels of acceptance for garments produced in India by MarketPlace and, (5) consumers' cultural exposure, interest in travel, and attitudes toward foreign products, and their levels of acceptance for garments produced in India by Marketplace. Data were collected using a convenience sampling method. The total sample (N=173) was made up of female undergraduate students enrolled in textile and clothing programs at five universities in the U.S. The age range for participants was 18 to 30 years. Respondents completed an 11-page questionnaire administered in conjunction with visual stimuli. The stimuli consisted of a set of six slides featuring the same model in six different garments, three pairs of pants and three skirts. The questionnaire consisted of four sections.
Section I featured questions pertaining to each slide separately and asked respondents to evaluate the complexity and familiarity of specific garment characteristics in addition to whether or not they might purchase such a piece of clothing and what they did or did not like about it. Section II inquired as to which of the garments was the respondents favorite and least favorite item of clothing, what percentage of their wardrobe was pants or skirts, what a fair price for such a garment might be, and where respondents believed the clothes were made. Section III posed questions concerning consumers attitudes toward foreign products. Section IV asked for personal demographic information, in addition to travel experiences outside the U.S. and respondents desire to travel in the future.
More than ever before various business enterprises are trying to carve market niches among consumers from different cultures. In order to be successful it is paramount for FTOs to note universal similarities and differences which can be used to improve merchandising and productdevelopment efforts. In addition to the exploration of adoption and diffusion theory, it was hoped that this research would provide beneficial information which could be applied to product development efforts at MarketPlace Handwork of India.
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