Consumer preferences and perceptions of terry towels as related to selected demographic factors

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
June F. Mohler (Creator)
The University of North Carolina at Greensboro (UNCG )
Web Site:
Pauline Keeney

Abstract: This study investigated consumer perception and preference for selected terry towels under conditions of a simulated choice-making situation. A secondary consideration was the study of the relationships between consumer perception and preference for terry towels and selected demographic characteristics of the consumer population under study. Four different types of terry towels were selected as the variables to be used in generating consumer response to three instruments of measurement. The research method used in collecting the data was a field survey of upper class adult female householders living in Greensboro, North Carolina. A random proportionate sample of 100 subjects was drawn, utilizing probability sampling techniques to compute sample size, confidence levels and population estimates. Interval, ordinal and nominal data were collected from the administration of: (1) the Semantic Differential Instrument, (2) the Rank-Order Preference Rating Instrument, and (3) the Demographic Information Form. A hypothetical choice-making situation was simulated through the use of word association and physical manipulation of the experimental towels in at-home type interviews conducted by the investigator and one trained assistant.

Additional Information

Language: English
Date: 1975
Consumers' preferences
Consumers $x Attitudes

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