Preference on Quality Dimensions when Purchasing Undergarments: A Case Study of Dhaka City in Bangladesh

Abstract

The Bangladeshi garments manufacturers are emphasizing on local market besides exporting with reputation. Undergarments are a very common product for both male and female. The main objective of this study was to find out the perception of consumers of Dhaka city while buying undergarments. Specifically, this study tried to discover the impact of gender and age group of customers on dimensions of quality during purchasing undergarments in Dhaka city, Bangladesh. To conduct this work, Dhaka city was divided into two parts-DNCC and DSCC. A total 766 male and 750 female customers were interviewed faceto- face perfectly. To get the desired objectives of this study, logistic regression analysis was done. It was found that about 75% of female customer prefers fiber type, hand feel and outer appearance. Again, about 80% male favor fiber type and hand feel like female but unlike female they prefer elasticity instead of outer appearance. Most of the customers of aged 12 to 18 years prefer hand feel, outer appearance and elasticity whereas greater share of age group (19 to 30) years, (31 to 50) years and above 50 years prefer fiber type instead of outer appearance although the percentages of customer are different in choosing the mentioned aspects of quality. This study discovered that the preferences to dimensions of quality differ not only among genders but also among customers of different ages. As a result, manufacturers should take it into consideration while producing undergarments.