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Volume II Issue II 2016

Volume II Issue II 2016

Year:2016 Volume II Issue II

Print ISSN :2454-6542,Online ISSN:2454-6542

Received on:2nd June 2016, Received in Revised Form:10th June 2016, Accepted On:14th June 2016

Dr. Himanshu Misra
Assistant Professor, Marketing Jaipuria Institute of Management, Vineet Khand, Gomti Nagar, Lucknow - 226010

Dr. Shalini Singh
Assistant Professor, Jaipuria Institute of Management, Vineet Khand, Gomti Nagar, Lucknow - 226010

Corresponding Author:,


Perceived quality happens to be an important variable affecting consumer choice and satisfaction. The perception of quality is very individualistic in nature and may vary from individual to individual and may change as the product category changes. There may be some product categories where quality assessment is easier than other. Lot of research has been done to understand the dynamics of quality perception in reference to apparels as well. Researches have indicated that the quality assessment of apparel is an important factor affecting purchase behavior (Fiore and Damhorst, 1992). Previous researches indicate that quality assessment is a multidimensional approach. With an objective to study the perceived apparel quality assessment by customers in 'value' and 'lifestyle' retail, a questionnaire was developed after thorough review of related literature. The notion of apparel quality was measures with questionnaire containing items focused on extrinsic criteria, product composition, product performance and psychological factors. T-test for equality of means was conducted on collected data and the result clearly indicate that the customer approach in terms of brand, price, coordination with existing clothes, salesperson suggestions, shape of fabric etc. is different in value and Lifestyle retailing.


Value Retail, Lifestyle Retail, quality perception, Extrinsic criteria