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Predicting U.S. Adolescents' Purchasing of Denim Jeans Using Quality Attributes, Behavioral Characteristics, and Sociodemograp

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Predicting U.S. Adolescents' Purchasing of Denim Jeans Using Quality Attributes, Behavioral Characteristics, and Sociodemograp Utah State University DigitalCommons@USU All Graduate Theses and Dissertations Graduate Studies 12-2018 Predicting U.S. Adolescents’ Purchasing of Denim Jeans Using Quality Attributes, Behavioral Characteristics, and Sociodemographics Michelle Clouse Utah State University Follow this and additional works at: https://digitalcommons.usu.edu/etd Part of the Education Commons Recommended Citation Clouse, Michelle, "Predicting U.S. Adolescents’ Purchasing of Denim Jeans Using Quality Attributes, Behavioral Characteristics, and Sociodemographics" (2018). All Graduate Theses and Dissertations. 7411. https://digitalcommons.usu.edu/etd/7411 This Thesis is brought to you for free and open access by the Graduate Studies at DigitalCommons@USU. It has been accepted for inclusion in All Graduate Theses and Dissertations by an authorized administrator of DigitalCommons@USU. For more information, please contact [email protected]. PREDICTING U.S. ADOLESCENTS’ PURCHASING OF DENIM JEANS USING QUALITY ATTRIBUTES, BEHAVIORAL CHARACTERISTICS, AND SOCIODEMOGRAPHICS by Michelle Clouse A thesis submitted in partial fulfillment of the requirements for the degree of MASTER OF SCIENCE in Family and Consumer Sciences Education and Extension Approved: Kelsey Hall, Ed.D. Amber Williams, M.S. Major Professor Committee Member Lucy Delgadillo, Ph.D. Laurens H. Smith, Ph.D. Committee Member Interim Vice President for Research and Interim Dean of the School of Graduate Studies UTAH STATE UNIVERSITY Logan, Utah 2018 ii Copyright © Michelle Clouse 2018 All Rights Reserved iii ABSTRACT Predicting U.S. Adolescents’ Purchasing of Denim Jeans using Quality Attributes, Behavioral Characteristics, and Sociodemographics by Michelle Clouse, Master of Science Utah State University, 2018 Major Professor: Kelsey L. Hall, Ed.D. Department: School of Applied Sciences, Technology and Education Levi Strauss added the rivets to the jeans, making them more durable and invaluable to the American closet. Jeans evolved from working attire to a fashion statement. Around the same time, athleisure became a fashion statement. Jeans were predominant in American closets until the early 2000s when athleisure grew and passed denim in sales. Currently, athleisure is leading the mindshare of adolescents and has been since spring 2014. The study’s purpose 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. This was done through three objectives: (a) identify the quality attributes and personal and media influences used when determining to buy denim jeans, (b) identify past purchasing behaviors as related to denim jeans, and (c) determine what factors predict intention to purchase denim jeans. iv A conceptual model was developed from the buyer-decision process, quality attributes, behavioral characteristics, and sociodemographics to predict an adolescent’s denim purchase intentions. An opt-in panel of 460 adolescents living in the U.S. took a researcher-developed questionnaire online. Objectives one and two were analyzed with descriptive statistics. Important denim attributes included comfort and fit, price, durability, and body perception. Objective three used hierarchical multiple regression analysis to predict the intention to purchase denim jeans using product attributes, sociodemographics, and purchasing behaviors of denim jeans. Personal and media influence lacked enough importance to be included in the model. Intention to purchase denim could be predicted by intrinsic attributes-appearance of fabric on body, cognitive attributes, if denim had a tighter fit, and if denim was purchased in the last three months. Predictors that decreased respondents’ intention to purchase denim jeans included if the price for one pair of denim was increasingly more than $40 and gender. The findings could help manufacturers focus on what adolescents consider important in denim jeans and adjust production and marketing as needed. Future research should determine which attributes contributed to the significance of intrinsic attributes-appearance of fabric on the body and cognitive attributes. Another research study could conduct research with physical examples of denim jeans present. (133 pages) v PUBLIC ABSTRACT Predicting U.S. Adolescents’ Purchasing of Denim Jeans using Quality Attributes, Behavioral Characteristics, and Sociodemographics Michelle Clouse 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. vi ACKNOWLEDGMENTS First and foremost, I would like to thank my Savior, Jesus Christ, for inspiring me to pursue my higher education. His grace, comfort, love, and guidance are why this project is completed. He has brought words to my mind, hours to my day, and sent angels into my life. I would like to acknowledge and dedicate this paper to my son Henry. He gave me the motivation and drive I needed to accomplish this degree. When I got home each day from a long day of work and studying, his smiles and laughs made all of the sacrifices worth it. Henry, remember you can do hard things. I would like to thank my parents for the incredible support they have given me to complete my thesis. When life went awry, they were there to pick up the pieces. They built me back up again to have the confidence and abilities to complete this degree. The hours of babysitting Henry, clean clothing, meals, and listening to me cry have not gone unnoticed. I am grateful to my family and friends who were there to offer a listening ear and encouraging word. I knew I was never alone if I needed an extra push or a babysitter. Thank you to my professors that taught my classes and helped shape my educational experiences, specifically Dr. Debra Spielmaker. She looked out for me when problems arose and got me on a better trajectory to completing my master’s and doctorate degrees. Thank you to my committee members, Dr. Lucy Degadillo and Amber Williams, for your time and expertise in making this project better. Finally, I would like to thank vii Dr. Kelsey Hall for all of her time and expertise through this project. She was a mentor to me before she was my chair and willingly took me on in the middle of my project. None of this would be possible without her sacrifices of time and energy. Michelle Clouse viii CONTENTS Page ABSTRACT ................................................................................................................... iii PUBLIC ABSTRACT ................................................................................................... v ACKNOWLEDGMENTS ............................................................................................. vi LIST OF TABLES ......................................................................................................... x LIST OF FIGURES ....................................................................................................... xi CHAPTER I. INTRODUCTION ............................................................................................ 1 Problem Statement ........................................................................................... 4 Purpose Statement ............................................................................................ 6 Research Objectives ......................................................................................... 6 Assumptions ..................................................................................................... 6 Limitations ........................................................................................................ 7 Significance of the Study ................................................................................. 7 Definition of Terms .......................................................................................... 8 Summary .......................................................................................................... 10 II. REVIEW OF THE LITERATURE .................................................................. 11 Theoretical Framework .................................................................................... 11 Relevant Literature ........................................................................................... 15 Conceptual Model ...........................................................................................
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