Enhancing Demand Responsive Marketing in the U.S. Textile and Apparel Industry: Modeling Cross-national Product Acceptance in International Markets PDF Free Download
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Enhancing Demand Responsive Marketing in the U.S. Textile and
Apparel Industry: Modeling Cross-national Product Acceptance
in International Markets
INVESTIGATORS
S. Forsythe, T. Petee, J. Kim, D. Cavender, M. Solomon, L. Chapman
Student participants
D. Batey, N. Dunn, C. Caine, N. Holzman, D. Batey, K. Gray
Cooperating researchers
Z. Gu, China Textile University, China; M. Bae, Kae Myung University, Korea;
S., Moon, Ehwa Women=s University, Korea; K. Jeon, Hansung University, Korea
PROJECT GOAL
The goal of this three-year project was to enhance industry responsiveness to consumer demand
in international markets by providing a framework that may be used to facilitate cross-national
acceptance of U.S. textile and apparel products. The primary goal for year three was to examine
issues related to product/brand advertising imagery and how these symbols may vary cross-
culturally. Secondary goals were to further test the conceptual model of U.S. apparel product/brand
acceptance in international markets, identify product and marketing strategies that will maximize the
success of U.S. textile and apparel firms in diverse international markets, and disseminate findings to U.S.
industry leaders, government, and academicians.
ABSTRACT
This research is intended to enhance U.S. industry responsiveness to consumer demand for
apparel products in the global marketplace by providing information on cross-national
acceptance of U.S. products. A model of cross-national acceptance for U.S. textile and apparel
products has been refined and tested with consumer markets in the U.S., Mexico, China, and
Korea. An assessment of current export activities and the information needs of U.S. textile and
apparel manufacturers and retailers provided insight into foreign market potential and research
needs for reaching markets worldwide. Currently, the research team is testing a methodology
for identifying and classifying visual images in order to examine how consumers in cross-cultural
markets integrate information from mass-media in forming preferences for U.S. apparel products/brands.
Information regarding the impact of visual image associations on consumer preference formation in
foreign markets will further strengthen the model of cross-national product acceptance. The resulting
model may be used to develop product and marketing strategies that will enhance U.S. firms= ability to
position their products effectively for specific international markets, thereby improving the competitive
position and market dominance of U.S. firms in those markets.
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RELEVANCE TO NTC GOALS
Most textile and apparel executives agree that future survival of the U.S. textile complex will
require success in the global arena. A poll of major U.S. apparel executives by the principal
investigator found that most were already pursuing international markets or expected their firm
to soon enter the global marketplace. Many of these executives are convinced that success in
international markets requires an understanding of consumer needs and apparel product
preferences in those markets.
This research surveyed consumers in potential markets for U.S. textile and apparel
products/brands in the two fastest-growing economic regions in the world: Asia and Latin
America. The intent was to learn about consumer preferences for textile and apparel products
and factors that influence those preferences. The team also examined cultural and non-cultural
barriers to acceptance of U.S. apparel products/brands in these markets. The proposed
framework for understanding and predicting consumer acceptance of U.S. apparel products in
international markets will provide a strategic tool for responding to consumer needs in a more
accurate and timely manner than currently possible. This will result in more marketable
offerings and stronger domestic brand images increasing market dominance and enhancing
profitability for the U.S. textile and apparel industry.
Many U.S. firms are interested in increasing responsiveness to customer needs in international
markets; however, information on consumers evaluative criteria and purchase behaviors is not
available for foreign markets. Customer perceptions of U.S. apparel products/brands may vary
significantly by country, as culture is a powerful force shaping consumers= perceptions and thus
their product choices. The findings of this research serves to enhance U.S. marketers= ability to
increase responsiveness of the U.S. industry to consumer needs in selected international markets,
thereby enhancing the global competitiveness of the U.S. industry. Increased competitiveness
will result in the following: 1) an increased share of the global apparel market , 2) more jobs and
economic wealth in the U.S., and 3) greater profitability for the domestic industry.
OBJECTIVES
The objectives of this project were:
(1) To test the model of cross-national product acceptance (developed in previous NTC
research) for apparel products among consumer markets in Latin America and Asia;
(2) To identify potential cultural barriers to cross-national acceptance of U.S. apparel
products;
(3) To determine the impact of consumer variables (e.g., involvement, shopping orientation)
and market controllable variables (e.g., brand name, price) on consumer perceptions of
apparel quality, value, and willingness to buy U.S. apparel products; and
(4) To identify product and marketing strategies that will maximize responsiveness of the
U.S. apparel industry to consumer demand for apparel products in diverse markets.
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TECHNICAL APPROACH
Both survey and experimental research methods were used to collect data from consumers in
four diverse consumer markets -- Mexico, Korea, the U.S., and China. Survey and experimental
data were augmented by personal interviews and secondary data sources. Store intercepts were
used to obtain consumer evaluations of apparel products. The price and brand name were
manipulated on apparel products so that consumers were assigned products with or without the
brand name label at either a high or low price. The relationships between these product cues,
evaluative variables (perceived quality and value) and the customers= willingness to buy the
U.S. products/brands were tested. Several statistical analysis were employed to identify product
cues contributing significantly to consumers= quality and value evaluations and to purchase
intentions for consumers in each market. Researchers also examined demographic characteristics
of consumers in each market, apparel attitudes and purchase behaviors, factors influencing the
apparel purchase decision, and comparative attitudes toward U.S. apparel products/brands.
The conceptual model of cross-national product acceptance (Figure 1) shows how consumers
manage information cues during the purchase decision. The research team tested this model
(developed in the previous study) with culturally diverse international markets to examine how
Brand
Name
Intrinsic
Product
Attributes
Price
Store
Name
Perception of
Brand Name
Perception of
Store Name
Perception of
Product Attributes
Perception of
Price
Perceived
Quality
Perceived
Sacrifice
Value Willingness
to Buy
Intervening Consumer Variables
Figure 1: Cross-national Product Acceptance Model
Consumer Involvement
Fashion Innovation
Benefits Sought
Consumer Demographics
(Selected)
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selected product cues (brand name, physical appearance, price) and evaluative variables
(perceived quality and value) affect consumers= willingness to buy U.S. products/brands cross-
nationally (Figure 2).
Additional cross-national comparisons provided insight into cultural barriers to product
acceptance. For example, cross-national comparisons of findings reveal a number of significant
differences in consumers= attitudes and purchase behaviors for the two Asian markets. As
predicted, the analyses consistently showed strong support for the model in that proposed
attributes typically influenced product evaluations and purchase decision. Findings indicate that
this model will allow marketers to examine the impact of selected consumer and market
Scale: 1=Weakest 4=Strongest
0= Not Significant
1
0
2
4
3
Intrinsic
Attributes
Brand Name
Price Perception of
Price
Perception of
Brand Name
Perceived
Quality
Perceived
Value Willingness
to Buy
+
Perception of
Intrinsic Attributes
+
+
+
_
China U. S.A.
Korea
Mexico
+
Figure 2. Model of Consumer Choice for U.S. Products in 4 Countries
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variables on the potential success of U.S. products/brands in international markets. In addition,
this model provides a strategic guide for U.S. apparel firms in establishing or expanding their
business in international markets.
An assessment of current export activities and information needs of U.S. textile and apparel
manufacturers and retailers was completed to provide insight into foreign market potential and
market information needs of domestic firms. Data were collected from major U.S. textile and
apparel producers to examine 1) interest in doing business in foreign markets, 2) current export
practices, and 3) market information needs. The most significant finding is the need for accurate
and timely information on foreign consumer markets. Furthermore, the high level of perceived
market potential in Asian and European countries suggests that consumer market information for
these countries will be increasingly important to maximize market penetration of U.S. firms in
foreign markets.
The primary research goal for this year was to examine issues related to product/brand
advertising imagery and how these symbols may vary cross-culturally. Much of what drives
consumer decision-making for apparel products relates to the symbolic rather than functional
qualities associated with the particular product/brand. Thus, apparel choices may be motivated
by idealized media depictions of the lifestyles or images portrayed.
The specific objective for this year was to rigorously and systematically examine how various
apparel products are depicted in print advertisements in selected international markets. Such
information may indicate how consumers in cross-cultural markets integrate information from
mass-media to form preferences for U.S. apparel product/brands. To accomplish this objective,
the research team developed a methodology for identifying and classifying visual images
portrayed in print advertisements. Currently, the research team is testing this methodology to
determine whether it will allow for rigorous and systematic examination of how apparel products
are depicted in print advertisements in selected international markets. The methodology will
then be employed to examine and compare the visual images portrayed in print advertisements
for audiences in several countries. Thus, the current initiative will explore how (or if) media
depictions of apparel products/brands vary in different markets and how these visual depictions
impact consumer acceptance and demand for the products/brands advertised.
This research, partially supported by textile, apparel and retail firms interested in expanding their
business to international markets, represents a unique collaborative government-industry-
education effort.
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PUBLICATIONS AND PRESENTATIONS RESULTING FROM THIS RESEARCH
Caine, C., & Forsythe, S. (1997). Consumer choice of U.S. brands in foreign markets:
Opportunities for Alabama textile and apparel manufacturers, Highlights of Agricultural
Research, 44(3), 3-4.
Kim, J., Forsythe, S., Gu, Z., Moon, S., & Bae, M. (Manuscript submitted for
publication). Identifying cross-cultural consumer needs: The effect of culture and
socioeconomics. Journal of Business Research.
Kim, J., Moon, S., & Bae, M. (1997, July). The effects of intrinsic attributes, brand
name, and price on apparel product evaluation of Korean shoppers. Presented at the 9th
Conference of the Asian Regional Association for Home Economics.
Kim, J., Cavender, D., Forsythe, S.M., & Jeon, K. (1996). Cross-cultural comparison of
consumer attitudes of a U.S. brand product among Korean and Mexican consumers. Journal of
the Korean Society of Clothing and Textiles, 20(3), 493-501.
Jeon, K., & Kim, J. (1966). Consumer attitude toward purchasing U.S. brand jeans. The
Journal of Korean Society of Costume, 28(3), 225-237.
Forsythe, S. M., Cavender, D., & Qingliang, G. (1996). Positioning U.S. retailer for
growth opportunities in China: Identifying and responding to consumer needs. Published in
Proceedings, Recent Advances in Retailing and Services Science Conference, Austria.
Forsythe, S.M., Wilson, K., & Presley, A.B. (1996). Dimensions of apparel quality
influencing consumers= perceptions. Perceptual and Motor Skills, 83, 299-305.
Dunn, N. (1996). A cross-cultural comparison of consumers= perceptions of apparel
quality. Unpublished master=s thesis, Auburn University.
Kim, J., Cavender, D.H., Forsythe, S., & Jeon, K.S. (1995, December). Cross-cultural
comparison of consumer perceptions of a U.S. brand product. Presented at the Fifth
Symposium on Cross-Cultural Consumer and Business Studies, Chinese University of
Hong Kong. Published in Proceedings.
Forsythe, S., & Cavender, D.H. (1995, July). A model for predicting consumer purchase
behavior in international markets. Presented at the Eighth International
Conference on Research in the Distributive Trades, Cescom, Centro Di Studi Sul
Commercio Universita Bocconi, Milan, Italy. Published in Proceedings.
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Forsythe, S., & Cavender, D.H. (1995, May). Modeling consumer behavior for
international markets. Presented at the Fifth International Conference of the International Trade
and Finance Association, San Jose, Costa Rica. Published in Proceedings.
Forsythe, S. (1995, February). A model for forecasting consumer purchase behaviors in
targeted market segments. Presented at the DAMA Forecasting and Inventory Management
Meeting, Charlotte, North Carolina.
Forsythe, S. (1995). Consumers' use of brand name, price and physical appearance:
Examining retail markets in Mexico. Journal of Shopping Center Research, 2(2), 83-112.
Forsythe, S. (1994, December). Marketing Russell products in Mexico. Market Research
Report presented to Russell Corporation, International, 1994.
Cavender, D.H., & Forsythe, S. (1994, September). A model for internationalization of a
retail curriculum: Meeting the challenge of a global environment. Presented at the Third
International Conference on Education in the Distributive Trades, The Netherlands. Published in
Proceedings.
Valencia, M. (1994, August). The effect of intrinsic attributes, brand name and price on
apparel product evaluation of Mexican female shoppers. Unpublished master's thesis, Auburn
University.
Forsythe, S., & Wilson, K. (1994, July). Consumer perceptions of apparel product
quality. Presented at the International Trade and Finance Association, Fourth International
Conference, Reading, England.
Forsythe, S. (1994, April). Modeling consumer purchase behavior for apparel in
international markets. AMTEX/DAMA Task 5 Workshop, Atlanta, Georgia.
Forsythe, S., Barry, M., & Warfield, C. (1993). U.S.-Mexican trade opportunities:
Toward the development of a globally competitive North American apparel industry. In K.
Fattemi (Ed.), North American Free Trade Agreement. MacMillam, London.
Forsythe, S., & Cavender, D.H. (1993, December). Apparel consumption behavior in
Mexico: Opportunities for U.S. apparel producers. Presented at the Fourth Symposium on
Cross-Cultural Consumer and Business Studies in Honolulu, Hawaii. Published in Proceedings.
Forsythe, S., & Cavender, D.H. (1993, November). Expanding opportunities: The
Mexican apparel market. International Textiles and Apparel Association (ITAA). White Sulfur
Springs, West Virginia. Published in Proceedings.
Cavender, D.H., Ulrich, P., & Forsythe, S. (1993, October). Textiles and apparel
products: The potential for international direct marketing. Direct Marketing Educators
Conference, Toronto, Canada.
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Forsythe, S.M., & Cavender, D.H. (1993, September). U.S. apparel manufacturing:
Toward a global marketing strategy. Seventh International Conference on Research in the
Distributive Trades. Stirling, Scotland: Institute for Retail Studies, University of Stirling.
Published in Proceedings.
Forsythe, S.M. (1993, September). Marketing U.S. products to Mexico: Opportunities for
Alabama apparel manufacturers. Top of Alabama Regional Council of Government
(TARCOG) board of directors meeting, Huntsville, Alabama (invited paper).
Forsythe, S.M., Anderson, L.J., & Barry, M.E. (1992, November). Mexico makes the
grade. Bobbin, 34(3), 38-42 (invited paper).
Forsythe, S.M. (1992). U.S. apparel industry: Toward a global marketing strategy.
International Textile and Apparel Association, Denver, CO., Published in Proceedings.
Forsythe, S.M., & Cavender, D. (1993, March 30). Mexican consumers of the 90's:
Opportunities for growth. National Retailers Association of Mexico (ANTAD), Guadalajara,
Mexico (invited paper).
Barry, M., Forsythe, S., & Cavender, D. (1993, May 21). NAFTA: Implications for the
U.S. textiles and apparel industry. Special Session: Panel. International Trade and Finance
Association Annual Conference, Miami, Florida.
Forsythe, S., & Cavender, D. (1993, May 21). Opportunities in Mexico's textile and
apparel retail industry. Presented at the International Trade and Finance Association Annual
Conference, Miami, Florida.
Cavender, D. (1993, May 21). The Hispanic markets: A tremendous $200 Billion
marketing opportunity for direct mail apparel catalog companies. Presented at the International
Trade and Finance Association, Miami, Florida.
Forsythe, S., Barry, M., & Cavender, D. (1992, November). Marketing U.S. apparel in
Mexico. Panel presented at the Second International Symposium "Opportunities for Partnership
in Mexico", Auburn, Alabama.
Forsythe, S., Cavender, D., & Barry, M. (1992, April). Globalizing your merchandising
efforts and the Mexican consumer. Presented at the First International Symposium, ABuilding
Bridges Between Textile and Apparel Manufacturers and Retailers in North America,@ Auburn,
Alabama.
Barry, M., Forsythe, S., & Patton, C. (1992, February). Opportunities for U.S. textile and
apparel producers to export to Mexico. Presented at the Association of Borderland Scholars, El
Paso, Texas.
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INDUSTRY CONTRACTS CONTRIBUTING TO THE PROJECT
Rovotex Americas
Russell Corporation
Sandia National Laboratories
International Council of Shopping Centers
Since the inception of this NTC project:
1. 8 students have been involved in the research
2. 7 contacts have been made with non-NTC academic encounters
3. 1 contact has been made with government and others
4. 130 additional contacts with industry
5. 14 Publications
6. 24 Presentations
7. 3 theses completed
8. 1 paper submitted not yet published
9. 0 patent applications
10. 0 patents
Bio update for Sandra Forsythe
Sandra Forsythe, Wrangler Professor of Consumer Affairs at Auburn, joined the faculty in 1991
after five years at Miami University of Ohio and four years at the University of Georgia. She
received her Ph.D. from the University of Tennessee in 1981 and her M.S. from VirginiaTech in
1976. She is currently Editor of the Clothing and Textiles Research Journal, has published in a
variety of peer reviewed journals, and has served as consumer expert witness and consultant.
Sandra=s research interests include international apparel marketing and consumer behavior.
