The Influence of Brand on Consumer Quality Assessment of Clothes: A Case Study of the Polish Market

• Autorzy: Salerno-Kochan Renata , Turek Paweł

Identyfikatory

DOI

10.2478/aut-2020-0016

• Języki publikacji: EN

Abstrakty

EN

This article presents the results of research carried out based on consumer assessment of the quality of clothing using sensory analysis. The study aimed to determine the role of the brand and information about it in assessing product quality and identify the quality parameters that distinguish brands of a similar quality level. An attempt was also made to classify popular brands of clothing available on the Polish market based on the parameters that determine their quality. A significant impact of the brand name on the sensory assessment of clothes’ quality has been reported. The study has shown that assessors attribute higher rating values to quality features when they know the product brand; moreover, the brand and its information shortens the assessment time, which may suggest that it simplifies and facilitates consumers’ decision-making process. The result analysis has led to the identification of three groups of the factors determining the quality of clothing products: fabric composition, workmanship, and all other variables. It has also led to the separation of three clusters, characterized by different levels of product quality, for which sets of features distinguishing a given category were determined.

Słowa kluczowe

EN

quality assessment; brand; clothes; sensory evaluation; consumer

PL

ocena jakości; marka; ubranie; ocena sensoryczna; konsument

• Wydawca: Lodz University of Technology, Faculty of Material Technologies and Textile Design
• Czasopismo: Autex Research Journal
• Rocznik: 2021
• Tom: Vol. 21, no. 3
• Strony: 216--224
• Opis fizyczny: Bibliogr. 29 poz.

Twórcy

autor

Salerno-Kochan Renata

• Department of Non-Food Product Quality and Safety, Cracow University of Economics, Cracow, Rakowicka 27, 31-510 Kraków, Poland

autor

Turek Paweł

• Department of Non-Food Product Quality and Safety, Cracow University of Economics, Cracow, Rakowicka 27, 31-510 Kraków, Poland

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Uwagi

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).