dc.contributor.advisor |
Dr. Nancy Cassill, Committee Co-Chair |
en_US |
dc.contributor.advisor |
Dr. Michelle Jones, Committee Co-Chair |
en_US |
dc.contributor.advisor |
Dr. George Hodge, Committee Member |
en_US |
dc.contributor.author |
Huffman, Megan Michelle |
en_US |
dc.date.accessioned |
2010-04-02T18:07:41Z |
|
dc.date.available |
2010-04-02T18:07:41Z |
|
dc.date.issued |
2006-04-24 |
en_US |
dc.identifier.other |
etd-04122006-145208 |
en_US |
dc.identifier.uri |
http://www.lib.ncsu.edu/resolver/1840.16/1802 |
|
dc.description.abstract |
The purpose of the research is to determine the level of disconnect between retail associates and consumers through a comparison of perceptions, attitudes, and opinions of evaluative criteria within the apparel retail purchase environment. Specifically, the research examines the influence of store displays, retail associate product knowledge, retailer return policies, and product attributes on consumers' purchase decision process as described by the research framework, the Consumer Decision Process by Blackwell, Miniard, and Engel (2001). The study provides marketing implications to retailers allowing them to a) adapt marketing mixes and tailor competitive strategies to retain their current target market and b) to better shape training programs in order for retail associates to more accurately meet the needs and demands of consumers, thus leading to a higher level of satisfaction and loyalty.
A two-phase methodology is used to collect qualitative perceptions from forty retail associates followed by the collection of quantitative attitudes and opinions of 800 consumers in three different retail channels, department, national chain, and specialty. Data was analyzed using analysis of variance, chi-square analysis, and paired t-tests. Results from the two phases were compared in order to determine similarities and/or differences between retail associates and consumers, as well as to validate or refute previous literature. Similarities in opinions were found in the influence of return policies on consumers' purchase decisions. Whereas, differences in opinions were found in the influence of store displays, retail associate product knowledge and importance of product attributes when making a purchase decision. |
en_US |
dc.rights |
I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to NC State University or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
en_US |
dc.subject |
consumer segmentation and spending |
en_US |
dc.subject |
future apparel market |
en_US |
dc.subject |
retail associate product knowledge |
en_US |
dc.subject |
store displays |
en_US |
dc.subject |
retailer return policies |
en_US |
dc.subject |
product attributes |
en_US |
dc.subject |
purchase decision process |
en_US |
dc.subject |
consumer purchase decisions |
en_US |
dc.title |
Today's Apparel Retail Purchase Environment: A Comparison of Retail Associates' Perceptions with Consumers' Attitudes and Opinions |
en_US |
dc.degree.name |
MS |
en_US |
dc.degree.level |
thesis |
en_US |
dc.degree.discipline |
Textile Management and Technology |
en_US |