Analyzing Key Purchasing Factors in Women Underwear Market: The Perspective of Product Attributes

• Main Authors: Wei-Yun Hsiao, 蕭崴云
• Other Authors: Hsiao-Chi Chen
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/u868ds

碩士 === 中原大學 === 企業管理研究所 === 106 === For women lingerie is a necessity. According to Taiwan’s lingerie industry survey in 2018, every woman purchases 5 to 6 pieces of underwear per year. Hence, providing a wide range of products is a winning factor. In the fiercely competitive lingerie market, besides brand packaging and promotion activities, shoppers’ opinions are worth noting. This study aimed to analyze the correlation among the product attributes of lingerie, and the product attributes that are valued by consumers, in order to provide lingerie designers and companies with reference in product design and functionality development, helping them to seize business opportunities ahead of others, thereby creating products that can truly satisfy consumer expectations. This study explored the critical factors of women''s lingerie shopping from the aspect of product attributes. The subject of this study, “lingerie”, was limited to bras. The classification of product attributes was based on the relevant domestic literature. The structure and criteria of lingerie product attributes were compiled based on the attribute classifications and criteria summarized by Taiwan’s senior lingerie designers. The objects of this study were Taiwan’s lingerie designers and female consumers who have purchased lingerie in person. The designers filled in DANP questionnaires, and then the correlation of criteria was converted and established through experts’ experience. The modified DANP was used to calculate the weight of each criterion to obtain the critical factors of lingerie product attributes from the designers’ viewpoint. Female consumers filled in questionnaires on product factors that they value most. Through statistical analysis, these critical factors from the consumers’ viewpoints were obtained. The results show that “raw materials” was the most critical product attribute criterion, followed by “brand” and “form and style”. The cumulative weight of these three attributes was more than one third of total weight. Product attributes valued by more than 50% consumers included “intrinsic attributes” (material breathability, hardness of underwire, material touch, moisture absorption and releasability of straps); “extrinsic attributes” (product quality, price reasonableness, durability, form and style, cup shape and color); “functional attributes” (wearing comfort, coverage, practicability and wearing stability); and “abstract attributes” (personal taste, aesthetic display, life satisfaction and self-image display). The following practical suggestions are based on the results of this study: 1.Consumers value “quality” and “price reasonableness” more than “price” per se. Hence, providing quality products is the key to the brands’ sustainable operation and profitability. 2.The consumer market in recent years has been emphasizing comfortable wireless bras with features such as coverage and push up. Consumers also expect value-for-money, and functional attributes such as “shape adjustment” and “wearing comfort”. These are the directions that lingerie companies should follow in the future. Keywords: lingerie, product attribute, critical factor, modified DANP