Importance of dress and sleepwear attributes to female secretaries and custodians

This research investigated the importance female consumers place on fit, style, price, color, fabric, and construction when purchasing a dress and sleepwear for themselves. Age, education, employment status, and income also were studied to assess their relationship to attribute importance.

The data indicated that fit was the major consideration for both a dress and sleepwear. Dress style and price were of secondary concern; color, construction, and fabric were least important. For sleepwear, price, fabric, and style were of secondary importance; color and construction were of least concern.

The sample of 133 respondents was divided into two groups: secretaries and custodians. When dress and sleepwear attribute importance scores were compared significant differences were found. Secretaries considered style more important for a dress; fabric was of greater concern in sleepwear selection. Fabric was more important when custodians purchased sleepwear.

A comparison of garment attribute importance between the two groups indicated dress fit and style and sleepwear fabric were of greater concern to secretaries than to custodians. The price of the garments was of higher priority to the custodians.

Age was significantly related to the secretaries' sleepwear color ratings and to the custodians' ratings on dress color. For secretaries, educational attainment was related to dress construction, employment status to dress style, and income to dress fit. No significant correlations were found between education, employment, or income of custodians and the importance of garment attributes in purchase decision.