Consumer perception and acceptance of color change Public Deposited

http://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/pr76f6121

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  • The purpose of this study was to determine consumer perception and acceptance of color change in textile fabrics, and the relation of acceptance to age, sex, and socio-economic level. Eighteen null hypotheses were drawn to investigate if relationships existed between: (1) the degree of color change perceived and found acceptable and: uniformity of the color change within the clothing item, cost of the clothing item, and whether the clothing item was to be worn in public or at home; and (2) perception and acceptance of color change and: age, sex, and socio-economic level of the consumer. The sample of male and female subjects 25-34, 45-54, and 65-74 was randomly selected from the Corvallis voter's registration files. In the study there were 10 to 15 members in each age-sex group with a total of 86 consumers being interviewed. The consumer was presented 36 pairs of fabric samples consisting of an original and a test fabric representing pastel and intense yellow, red, and blue. For each color six pairs of fabric samples at the five levels of fading plus a control level were presented. Six questions on perception of color difference and acceptance of the color change were posed. Major conclusions of the study were: None of the 18 posed null hypotheses was rejected. In analyzing the age and sex variables no consistent relationships were found between perception and acceptance of color change in textile fabrics and these two variables. Problems in the size of the socio-economic classes in the study resulted in the decision not to analyze this variable statistically. In cases where significant relationships were found they showed a tendency for males to be more accepting of color change than females and in a few cases, for acceptance of color change to increase with increasing age. Accuracy of perception of color change tended to decline with increasing age. Also, for all colors at all color levels, it was indicated that uniform color change was more acceptable than non-uniform color change, that color change was more acceptable in clothing to be worn at home than in clothing to be worn in public, and that color change was more acceptable in inexpensive clothing than in expensive clothing. Acceptability of color change decreased when the amount of color change increased.
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