Gender and Behaviour

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Selected factors influencing satisfaction and purchase intentions among plus-size female university students

Cebile Zwane, M Dhurup


The paper convey the findings of a study carried out to explore the influence of selected factors (aesthetic appeal, functional, brand status and price) on consumer satisfaction and purchase intentions among plus-size black female university students in the purchase of denim jeans. A quantitative method of enquiry was used in which 324 plus-size female university students completed a self-administered questionnaire through convenience sampling. Correlation and regression analysis was performed in order to examine the relationships among the variables. Results showed that aesthetic design, functionality, brand status (importance) and overall satisfaction influence plus-size female purchase intentions of denim jeans. Aesthetic appeal, status affirmation and price did not show any significant predictive relationship with satisfaction. These findings indicated that plus-size female students use functionality to measure satisfaction when accessing denim jeans for purchase. These selection criteria provide manufacturers and retailers essential cues in the manufacture and sales of denim jeans.

Keywords: body image, aesthetic appeal, functionality, comfort, style, price, brand status

AJOL African Journals Online