Central European Business Review 2022, 11(2):101-121 | DOI: 10.18267/j.cebr.292

Consumer Perception of Quality of Clothing Products: A Lesson for the Business Sector Arising from Czech Evidence

Vít Hinčica ORCID...1, Anna Svobodová2, Hana Řezanková ORCID...3
1 Prague University of Economics and Business, Faculty of International Relations, Department of International Business, Prague, Czech Republic, xhinv02@vse.cz
2 Prague University of Economics and Business, Faculty of International Relations, Department of International Business, Prague, Czech Republic, svoa02@vse.cz
3 Prague University of Economics and Business, Faculty of Informatics and Statistics, Department of Statistics and Probability, Prague, Czech Republic, hana.rezankova@vse.cz

The paper assesses the perception of clothing products’ quality using two independent samples of Czech respondents answering a questionnaire. It fills the current research gap in revealing how the quality of clothing products is currently perceived by different socio-demographic groups and whether other factors neglected previously (e.g., type of store, store’s trade name, etc.) contribute to the perceived garment quality. The results show that age plays an important role in assessing some of the parameters by which people define whether garments are quality garments. This demographic criterion also influences the intensity of quality consideration when people buy a product, but no statistically significant dependence was found for the intensity of quality consideration when people buy a clothing product. These and other papers’ results may help companies in the clothing industry, and the related sectors better comprehend how different categories of people determine garment quality.
Implications for Central European audience: Businesses active in the apparel and fashion industries may better understand the current preferences of Czech customers regarding their clothing quality perceptions. The results could also be useful for managers in other countries of the Central-European region.

Keywords: quality perception; clothing industry; consumers; businesses; Czech Republic
JEL classification: D9, L15, L21, M11, M31

Received: May 11, 2021; Revised: August 27, 2021; Accepted: September 18, 2021; Prepublished online: December 22, 2021; Published: May 19, 2022  Show citation

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Hinčica, V., Svobodová, A., & Řezanková, H. (2022). Consumer Perception of Quality of Clothing Products: A Lesson for the Business Sector Arising from Czech Evidence. Central European Business Review, 11(2), 101-121. doi: 10.18267/j.cebr.292
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