Date of Award:

12-2018

Document Type:

Thesis

Degree Name:

Master of Science (MS)

Department:

Applied Sciences, Technology, and Education

Advisor/Chair:

Kelsey Hall

Abstract

The purpose of this study was to establish a predictive model of the factors that contribute to the decision-making process when purchasing denim by 13- to 19-year-old adolescents living in the U.S. The researcher created an online survey through Qualtrics and administered it to an opt-in panel of adolescents, through Centiment. There were 460 survey responses collected.

Important denim attributes to respondents included comfort and fit, price, durability, and body perception. Significant predictors that increased respondents’ intention to purchase denim jeans included intrinsic attributes-appearance of fabric on the body, cognitive attributes, tighter fit, and purchased denim in the last three months. Significant predictors that decreased respondents’ intention to purchase denim jeans included if the price was increasingly more than $40 and gender. The information gathered in this study could help manufacturers focus on what adolescents consider important in denim jeans and adjust production and marketing strategy as needed.

Future research should determine which attributes were contributing to the significance of intrinsic attributes-appearance of fabric on the body and cognitive attributes. Another future research study could conduct the research with physical examples of denim jeans present.

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