Prioritizing customer requirements for men’s denim jeans through factor analysis and fuzzy analytic hierarchy process
International Journal of Quality & Reliability Management
ISSN: 0265-671X
Article publication date: 8 August 2023
Issue publication date: 15 February 2024
Abstract
Purpose
The main purpose of this paper is to identify, screen and prioritize customer requirements (CRs) for men’s denim jeans. Moreover, the effect of demographic factors on the primary evaluation criteria has been examined.
Design/methodology/approach
The study was initiated by the growing complaints about denim jeans products of a local manufacturing company. First, 24 CRs were identified from the literature and customer complaints. Then, a survey was conducted to rate the identified CRs and solicit more CRs through closed-ended and open-ended questions, respectively. From the survey, 368 usable responses were collected while the participants were shopping in 14 local retail shops. After analyzing the data using factor analysis, univariate and multivariate analysis of variance (MANOVA), and content analysis, the resulting 15 criteria were prioritized by experts’ pairwise comparisons employing the fuzzy analytic hierarchy process (AHP).
Findings
Factor analysis extracted six components (primary criteria) including design cues, pocket design, comfort, size and fit, fashionability, and extrinsic cues from the CRs included in the closed-ended questions. MANOVA showed that age and frequency of purchasing denim jeans significantly affected the primary criteria, while educational level and frequency of wearing denim jeans did not. The weights from the fuzzy AHP revealed that colour fastness, price, durability, fabric weight, workmanship, side pocket design and fit as the most important CRs. Moreover, consumers preferred regular fit, stitched round side pockets, patch back pockets and stretchable denim fabric.
Research limitations/implications
The limitations of the study are discussed in the body of the paper in Section 7.
Originality/value
The paper presents exploratory findings on denim jeans evaluation criteria in a developing country’s context. Moreover, the application of fuzzy AHP for prioritizing denim jeans’ CRs is unique.
Keywords
Acknowledgements
The authors are thankful to the Ethiopian Institute of Textile and Fashion Technology, Bahir Dar University, for supporting this study financially.
Citation
Bizuneh, B. and Kifle, T. (2024), "Prioritizing customer requirements for men’s denim jeans through factor analysis and fuzzy analytic hierarchy process", International Journal of Quality & Reliability Management, Vol. 41 No. 3, pp. 778-804. https://doi.org/10.1108/IJQRM-02-2023-0059
Publisher
:Emerald Publishing Limited
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