Exploring the decision-making process of men's branded underwear consumers

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Rosanna Shouli (Creator)
The University of North Carolina at Greensboro (UNCG )
Web Site: http://library.uncg.edu/
Nancy Nelson Hodges

Abstract: "The purpose of this paper is to explore the role of involvement, brand loyalty, and gender in the purchase of men's branded underwear, and specifically during the evaluation of alternatives and product choice stages of the decision-making process. Interviews were conducted with fifteen department store shoppers to explore their use of evaluative criteria and the impact of these criteria on product choice. Interview data revealed four main consumer profiles: high involvement /brand loyal, high involvement not brand loyal, low involvement/brand loyal, and low involvement not brand loyal consumers. The majority of participants were either high involvement/brand loyal, or low involvement/not loyal. Results of this study point to the need for marketers to better understand the men's branded underwear consumer in order to successfully market new products in an increasingly diversified apparel product category. Similarly, manufacturers could better cater to consumers' needs and wants by understanding consumer perceptions of brand value. Further research is needed to more fully explore the implications of such considerations as channel type, consumer demographics, and lifestyle marketing for the purchase of men's branded underwear."--Abstract from author supplied metadata.

Additional Information

Language: English
Date: 2007
nvolvement, brand loyalty, gender, purchase, men's branded underwear, evaluation, alternatives, product choice stages, decision-making process
Consumers' preferences
Brand choice

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