Consumers’ Usage Goals and Perceptions of Quality
- Nancy J. Insalaco Ford (University of Wyoming)
- Robert H. Stobart (University of Wyoming)
Models developed by O'Neal (1992-1993) and Steenkamp (1989) theorized that consumers' quality perceptions are influenced by personal and situational factors. This study purposed to explore segmenting consumers based on the situational factor, usage goal, defined as (1) the importance of appearance and performance and (2) planned wear relating to a ski jacket.
How to Cite:
Insalaco Ford, N. J. & Stobart, R. H., (1998) “Consumers’ Usage Goals and Perceptions of Quality”, International Textile and Apparel Association Annual Conference Proceedings 1999(1).