The Influence of Brand on Consumer Quality Assessment of Clothes: A Case Study of the Polish Market

This article presents the results of research carried out based on consumer assessment of the quality of clothing using sensory analysis. The study aimed to determine the role of the brand and information about it in assessing product quality and identify the quality parameters that distinguish brands of a similar quality level. An attempt was also made to classify popular brands of clothing available on the Polish market based on the parameters that determine their quality. A significant impact of the brand name on the sensory assessment of clothes’ quality has been reported. The study has shown that assessors attribute higher rating values to quality features when they know the product brand; moreover, the brand and its information shortens the assessment time, which may suggest that it simplifies and facilitates consumers’ decision-making process. The result analysis has led to the identification of three groups of the factors determining the quality of clothing products: fabric composition, workmanship, and all other variables. It has also led to the separation of three clusters, characterized by different levels of product quality, for which sets of features distinguishing a given category were determined.

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Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).