Investigation on the consumption values of Hong Kong people on tie products

Sarah Mei Yi Leung, Alice Wai Ching Chu, Kit Lun Yick

Research output: Journal article publicationJournal articleAcademic researchpeer-review

1 Citation (Scopus)

Abstract

This study aims at investigating the consumption values of Hong Kong people on necktie. Based on the Sheth-Newman-Gross Model of consumption values on consumers' choice decision as conceptual framework, resulting from the focus group interview, a questionnaire was designed and adopted for conducting the survey. Data collected from 245 respondents were analysed using the Factor Analysis to review the important elements of consumers' decision of purchasing tie products. Implications on the results on the Functional value were reviewed and discussed. Interesting elements such as fabric hand-feel were also identified as influential associated in Hong Kong consumers' selection of necktie. Since, both fibre content and fabric handle were also found as major selection criteria for fabric materials, the study was focused on the analysis of functional value of the product and further extended to study the handle preference for Hong Kong customers, in which a subjective handle assessment of a wide range of tie fabrics being newly developed and introduced in the market was conducted and objective fabric physical and mechanical properties were measured. Important fabric handle attributes that influence the consumers' preference on tie fabrics were identified and their objective translation by fabric physical and mechanical properties were also obtained. The investigation provides decision support to necktie manufacturers and retailers through scientific and quantitative recommendations for product development of tie products and material selection.
Original languageEnglish
Pages (from-to)52-59
Number of pages8
JournalJournal of Dong Hua University (English Edition)
Volume21
Issue number2
Publication statusPublished - 1 Apr 2004

Keywords

  • Consumer behaviour
  • Consumption values
  • Hand-feel
  • Necktie

ASJC Scopus subject areas

  • Polymers and Plastics

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