Senior Honors Projects, 2010-2019
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Date of Graduation
Spring 2018
Document Type
Thesis
Degree Name
Bachelor of Business Administration (BBA)
Department
Department of Marketing
Advisor(s)
Theresa B. Clarke
Irvine Clarke III
David Shonk
Abstract
Since the turn of the century, many things have changed around the world, with a focus on the athletic apparel and fashion industries. Using Fowler’s (1999) research regarding the attributes sought in sports apparel, this study serves as a replication to determine how attributes sought in sports apparel have evolved. Online surveying through Qualtrics was utilized for data collection. The research explored the trend of Athleisure and the rising demand for versatile clothing. The role of gender and its associated differences significantly influenced the attributes sought in sports apparel. In addition, this study explored three additional attributes that consumers evaluate when making purchasing decisions. Findings indicate that consumer preferences of attributes sought in sports apparel products have evolved over the past 18 years and the prevalence of gender differences is strongly influencing consumer behavior in this product category.
Recommended Citation
Adler, Jami, "Gender differences associated with the evolution of attributes sought in sports apparel" (2018). Senior Honors Projects, 2010-2019. 536.
https://commons.lib.jmu.edu/honors201019/536
Included in
Advertising and Promotion Management Commons, Business Analytics Commons, Cultural History Commons, Fashion Business Commons, Feminist, Gender, and Sexuality Studies Commons, Feminist Philosophy Commons, History of Gender Commons, Marketing Commons, Other Languages, Societies, and Cultures Commons, Social History Commons, Sports Management Commons, Sports Studies Commons, Women's History Commons
