Retail buyers and consumers: purchase decision behavior for and satisfaction with apparel

摘要

Apparel manufacturers strive to satisfy two groups--retailers and consumers. However, few studies have compared purchase decision behavior and satisfaction of apparel buyers and consumers. This study evolved in collaboration with the design/production manager of a whole-sale clothing firm that sources apparel from Asia for distribution to U.S. retailers/catalogs. Oliver's (1980) disconfirmation model guided measurement of satisfaction.