Institutional Repository

The emotional effects of sizing and fit on purchasing behaviour in women's clothing

DUT IR/Manakin Repository

Show simple item record

dc.contributor.advisor Penceliah, Soobramoney
dc.contributor.advisor Docrat, Suleman Feather, Wendy 2012-10-16T08:10:58Z 2014-02-11T12:32:57Z 2012-10-16
dc.identifier.other 434516
dc.description Submitted in fulfilment of the requirements for the Degree of Master in Technology: Marketing, Durban University of Technology, 2011. en_US
dc.description.abstract Satisfying consumers’ needs and wants has always been a primary goal of marketing. These are fulfilled when consumers make the right choices of products to purchase. The driving force behind such purchasing decisions is generally regarded as motivation and this varies between consumers, with each one having their own reasons for their respective choices. For the convenience of consumers, women’s clothing is displayed in stores according to the body sizes of the garments, as reflected on each of their labels. However, this practice can be confusing to consumers because manufacturers use differing sizing systems. The resultant sizing and fit problems in women’s clothing have been documented in many studies around the world. The aim of this study is to explore the emotional effects of sizing and fit on purchasing behaviour in women’s clothing. It looks at current literature regarding emotions in purchasing, consumer decision making and sizing and fit and focuses on sizing and fit problems encountered when women try on clothing in a store. Their emotions whilst going through this process are identified and the subsequent effects of these emotions on their purchasing behaviour are examined. The study firstly reveals that emotions are felt, in varying degrees, by women consumers arising from sizing and fit problems when trying on clothing in stores. The results show that positive emotions are not felt strongly. Secondly, the study identifies the influences which emotions have on purchasing behaviour. The results indicate that positive emotions have a significant influence on purchasing, whilst negative emotions have a lesser effect. Thirdly, the study reveals that in the relationship between satisfaction and the demographic profile, age played a significant role in the scoring of positive emotions when respondents experience inconsistency of sizes between stores. en_US
dc.format.extent 166 p en_US
dc.language.iso en en_US
dc.subject.lcsh Women consumers--South Africa--Attitudes en_US
dc.subject.lcsh Women's clothing--Purchasing--South Africa en_US
dc.subject.lcsh Clothing and dress measurements en_US
dc.subject.lcsh Consumers' preferences--South Africa en_US
dc.subject.lcsh Body image--Women--South Africa en_US
dc.subject.lcsh Clothing and dress--South Africa--Psychological aspects en_US
dc.subject.lcsh Shopping--South Africa--Decision making en_US
dc.subject.lcsh Shopping--Psychological aspects en_US
dc.title The emotional effects of sizing and fit on purchasing behaviour in women's clothing en_US
dc.type Thesis en_US
dc.dut-rims.pubnum DUT-001791

Files in this item

This item appears in the following Collection(s)

Show simple item record

Search DUT IR


My Account