2009turnerk
Clothing Preference and Selection Criteria of African-American
Female College Students Enrolled at the University of
Arkansas at Pine Bluff
by
Kalari Turner
A Research Paper
Submitted in Partial Fulfillment of the
Requirements for the
Master of Science Degree in Home Economics
The Graduate School
University of Wisconsin-Stout
August, 2009
ii
The Graduate School
University of Wisconsin-Stout
Menomonie, WI
Author:
Turner, Kalari N.
Title:
Clothing Preference and Selection Criteria ofAfrican-American Female
College Students Attending the University ofArkansas at Pine Bluff
Graduate Degree! Major: MS Home Economics
Research Adviser:
Renee Howarton, Ph.D.
MonthNear:
August, 2009
Number of Pages:
47
Style Manual Used: American Psychological Association, 5 th edition
ABSTRACT
This study identified major factors that influence clothing preference and selection in female African-American college students enrolled in fashion courses at the University of
Arkansas at Pine Bluff. It examines clothing preferences, apparel buying habits, and shopping behaviors. A self developed questionnaire, which included four sections and 49 questions, was used to collect data. The questionnaire was administered during the spring semester of 2009.
Twenty-three African-American female college students participated and the survey findings were analyzed using descriptive statistics.
Results confirmed that the respondents cared about their appearance. They indicated that they love to purchase quality fashionable clothing and accessories, but were neutral about spending a large percentage of their monthly budget on clothing. Over half shopped for clothing
iii
within the city they live in, preferred patronizing department stores, or purchased clothing online or through mail order catalogs.
In contrast to past research suggesting that African-Americans embrace their heritage and respond to ethnic marketing, these respondents were neutral about selecting clothing that
expressed
Female College Students Enrolled at the University of
Arkansas at Pine Bluff
by
Kalari Turner
A Research Paper
Submitted in Partial Fulfillment of the
Requirements for the
Master of Science Degree in Home Economics
The Graduate School
University of Wisconsin-Stout
August, 2009
ii
The Graduate School
University of Wisconsin-Stout
Menomonie, WI
Author:
Turner, Kalari N.
Title:
Clothing Preference and Selection Criteria ofAfrican-American Female
College Students Attending the University ofArkansas at Pine Bluff
Graduate Degree! Major: MS Home Economics
Research Adviser:
Renee Howarton, Ph.D.
MonthNear:
August, 2009
Number of Pages:
47
Style Manual Used: American Psychological Association, 5 th edition
ABSTRACT
This study identified major factors that influence clothing preference and selection in female African-American college students enrolled in fashion courses at the University of
Arkansas at Pine Bluff. It examines clothing preferences, apparel buying habits, and shopping behaviors. A self developed questionnaire, which included four sections and 49 questions, was used to collect data. The questionnaire was administered during the spring semester of 2009.
Twenty-three African-American female college students participated and the survey findings were analyzed using descriptive statistics.
Results confirmed that the respondents cared about their appearance. They indicated that they love to purchase quality fashionable clothing and accessories, but were neutral about spending a large percentage of their monthly budget on clothing. Over half shopped for clothing
iii
within the city they live in, preferred patronizing department stores, or purchased clothing online or through mail order catalogs.
In contrast to past research suggesting that African-Americans embrace their heritage and respond to ethnic marketing, these respondents were neutral about selecting clothing that
expressed
References: African-American market: New vehicles target black women. (February 28, 1994). Bond, S., & Cash, T. (1992, June). Black beauty: Skin color and body images among African-American college women Bruce, C. (2002). Dress for success. The Black Collegian. 33(1), 72-76. Cowart, K. & Goldsmith, R. (2007). The influence of consumer decision-making styles On online apparel consumption by college students Drawing on diversity for successful marketing: African-American/Black market profile (2008) Howell, D. (2006). Citi trends builds success targeting urban fashion. Ethnic marketing. Hughes, Z. (2004, September). Campus fashions: Coeds showcase their favorite styles Kim, Y., & Kang, J. (2001, March/April). The effects of ethnicity and product on purchase decision making Kinzie, S. (2007, November 17). From dolled up to dressed down, students at area colleges adopt unspoken dress codes Miller, P, & Miller R. (1992, January 20). Trends are opportunities for targeting African-Americans Mullins, P. (1999). Race and affluence: An archaeology ofAfrican American and consumer culture Sekayi, D. (2003). Aesthetic resistance to commercial influences: The impact ofthe Eurocentric beauty standard on black college women Smith, L., Berlew, A. K., & Lundgren, D. C. (1991, December). Black consciousness, self-esteem, and satisfaction with physical appearance among African-American Stewart, P. (2004, April 22). Who 's playing whom? Overwhelming influence on hip-hop culture, rap music on hbcu campuses concern students; faculty Swisher, K. (1999, August 12). Online: The battle to usher blacks onto the web-News corp., Microsoft and others back BET portal Rickard, L. (1994, May 9). Minorities show brand loyalty. Retrieved February 15,2009, from Lexisnexis Tedeschi, B. (2003, January 13). E-Commerce report; African-Americans did far less on line shopping this season than whites