Due to increased imports and increasingly competitive consumer markets, this study was undertaken to determine consumers' quality images of Canada and the major countries from which men's, women's and children's clothing, and men's and women's footwear were imported. A self‐completed mail survey of 635 members of a consumer panel yielded demographic representation from English‐ and French‐speaking men and women. The Fishbein‐Rosenberg multi‐attribute model was used to compute consumers' attitudes towards countries as producers of clothing and footwear. Consumers had high quality images of Canadian‐, U.S.‐ and European‐made clothing and footwear. The styling of Italian‐made shoes and French‐made clothing was perceived as superior to Canadian‐made products. All consumers were critical of the products from low‐wage countries, particularly consumers with higher education, income and employment status. Implications were drawn emphasizing the need for consumer research and marketing strategies. Copyright

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Persistent URL dx.doi.org/10.1111/j.1470-6431.1989.tb00029.x
Journal Journal of Consumer Studies & Home Economics
Wall, M. (Marjorie), & Heslop, L.A. (1989). Consumer attitudes towards the quality of domestic and imported apparel and footwear. Journal of Consumer Studies & Home Economics, 13(4), 337–358. doi:10.1111/j.1470-6431.1989.tb00029.x