A CONSUMER EVALUATION OF MODERNITY ON WOMEN’S DRESSING
Keywords:
factorial design, modernity, women dressing, multiattribute attitude model, attitudeAbstract
According to the history of fashion, there are a number of reasons why human beings put on clothes. Today, there is debate over modesty and immodesty in dress that is seen everywhere. The Zimbabwean culture defines a certain dressing code of a woman cherished which is compatible with the norms and values of the African society in general but modernity has crept in causing changes in the way ladies dress. Skirts, dresses and trousers among others have attracted the attention of many in terms of basic body covering, beauty, dignity and identity. However, people as consumers hold a number of different beliefs about ladies dressing brands in any category, but not all of the beliefs are activated in forming an attitude. On the other hand, to predict attitudes, it is imperative to know how much importance consumers attach to attributes of brands. In measuring beliefs about the performances and importance attached to ladies dressing on given attributes, two thousand respondents were interviewed. Researchers employed the multiattribute attitude model as well as an experimental design and an analysis paradigm to investigate the impact of various attribute combinations on attitude formation. The results expressed extreme attitudinal position in relation to miniskirts, mini-dresses and see-through dressing.
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