International Journal of Multidisciplinary Research and Development

International Journal of Multidisciplinary Research and Development


International Journal of Multidisciplinary Research and Development
International Journal of Multidisciplinary Research and Development
Vol. 4, Issue 4 (2017)

Extrinsic quality cues affecting office ladies’ perceptions on quality of female apparels


Chan Yuen Yue, Tan Chi Hau, Yip Mei Theen, Yip Mei Theen, Tamil Arasan Naidu a/l Suparamaniam

The apparel industry in Malaysia has taken a turn from worse to globally competitive in recent decades. However, it is still lacking when compared to globally renowned brands. Previous researches have indicated that for the Malaysian apparel industry to be equally competitive, perceived product quality among consumers needs to be enhanced. Past researches have also indicated that the main determinant of perceived product quality was found to be extrinsic quality cues, i.e. price, brand reputation, etc. and since it was recently found that office ladies purchasing power has been on the rise due to the fact that these ladies have been moving up the organization ladder, this paper seeks to investigate how extrinsic quality cues, namely price, brand reputation, store atmosphere, country of origin and market share of womens clothing affect office ladies perceptions on the quality of female apparels. With that, a total of 233 survey questionnaires had been distributed and collected from office ladies in the 3 most highly populated cities that is, Kuala Lumpur, Ipoh and Johor Bahru in Malaysia. The findings of the study revealed that there is a significant relationship between extrinsic quality cues and perceived quality.
Pages : 14-20 | 1125 Views | 336 Downloads