Consumers’ Usage Goals and Perceptions of Quality

Nancy J. Insalaco Ford; Robert H. Stobart

Concurrent Sessions

Consumers’ Usage Goals and Perceptions of Quality

Authors: Nancy J. Insalaco Ford (University of Wyoming) , Robert H. Stobart (University of Wyoming)

Abstract

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.

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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).