Thesis
Taiwanese consumers perceptions of American versus Taiwanese apparel brands
Washington State University
Master of Arts (MA), Washington State University
2006
Handle:
https://hdl.handle.net/2376/522
Abstract
The purpose of this study was to describe Taiwanese consumers' perception of American and Taiwanese apparel brands. Data was collected from a convenience sample of 120 Taiwanese female consumers, age between 20-35 years old. The consumers' general perception, product attributes and store environments are examined in this study. Data analysis was focused on contrasting differences in perceptions of the two brands selected for the study. Cross tabulation was used to examine similarity within consumer perception questions between the two brands. Frequency distributions were used to illustrate trends in the data tested by cross-tabulation and the chi-square test for distributional similarity. Factor analysis was used to summarize relationships in consumer's perception questions and reduce data to key concepts through creation of linear combinations of responses to correlated survey questions responses in this study. The interpretation of factors served to provide guidelines for strategizing brand promotion within a store setting. The results indicated that Taiwanese female consumers had a positive perception of the American apparel brand except for satisfaction with price. The result also suggested that international apparel marketer interested in the apparel market in Taiwan should pay attention to provide significant promotions to attract attention and gain repeat business. This would increase the competitiveness of their brand in apparel market in Taiwan. The domestic apparel marketer in Taiwan could do more research on building its brand image. Again, store promotions may be critical to gaining initial sales and brand recognition.
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Details
- Title
- Taiwanese consumers perceptions of American versus Taiwanese apparel brands
- Creators
- Ya-Ting Chang
- Contributors
- Carol J. Salusso (Degree Supervisor)
- Awarding Institution
- Washington State University
- Academic Unit
- Apparel, Merchandising, Design and Textiles, Department of
- Theses and Dissertations
- Master of Arts (MA), Washington State University
- Publisher
- Washington State University; Pullman, Wash. :
- Identifiers
- 99900525045401842
- Language
- English
- Resource Type
- Thesis