INSTRUMENT FOR THE MAIN STUDY

The instrument for this study was developed by the researcher for the achievement of the research objectives. Although some of the parts such as the personal values were based on instruments found in the literature, the overall survey questionnaire was specifically designed for this research. In order to satisfy the research objectives and the answers to the questions in this study, the group administered questionnaire which was used for data collection included the following components:

a) Informed consent

b) Demographic questions (Section A)

c) Perceived body shape measure (Section B) d) Personal values measure (Section C) e) Evaluative criteria measure (Section D) f) Emotions measure (Section E)

The development of these measures will be overviewed next.

7.10.1 Informed consent

In order to adhere to the University of South Africa’s Research Ethics requirement and as part of the process of ensuring confidentiality and protection of any respondents, potential respondents were required to consend to take part in the research without feeling coerced before they were allowed to complete the group administered questionnaire (see Appendix D). Respondents were required to read and understand the purpose of the study, and the purpose for which the data will

123 | P a g e be used. Thereafter, respondents agreed to participate in the study by signing the consent form before proceeding with the questionnaire.

7.10.2 Demographic questions

Section A of the survey questionnaire (Appendix C) included Demographic questions.

Demographic questions were included to measure the effect of age, ethnicity, education level, occupation and income on evaluative criteria preferences and also to understand the profile of the respondents. Age of the respondents was assessed using six categories (18-25; 26-35; 36-45; 46-55; 56-65, 66+). Education level was assessed using five categories (less than matric;

matric; diploma; undergraduate; post graduate). In assessing occupation, nine categories were included (Managerial; office; lecturer/teacher; medical/health sector; student; self-employed;

house wife; retired; other) and income assessment included six categories (under R20,000;

R20,000-R40,000; R41,000-R60,000; R61,000-R80,000; over R100,000; would rather not say).

The instrument used to gather data for the demographic questions were items on a typical survey.

7.10.3 Perceived self-reported body shape

One purpose of this research is to investigate the possible effect of body shape on clothing evaluative criteria preferences. The following section discusses the perceived self-reported body shape measure applied in this study which is again included in Section B of the survey questionnaire (Appendix C).

To gather this type of information, the researcher included a question about body shape of the respondents. In analyzing this facet (body shapes), researchers may choose to focus on actual physical body shape and dimensions, or on consumer perceptions of their body shape. To obtain physical body measurements, researchers utilize technologies such as 3D body scanning, or may rely on manual measurement performed by practitioners trained in anthropometry. Consumer perception of body shape is often used in research for the reason that perceptions that consumers have regarding their body shape is assumed to influence behaviour and the way they respond to questions as significantly as actual physical measurements (Shim & Bickle, 1993). As such this study will collect information regarding consumer perception of their body shape, rather than actual physical measurement data.

In the body shape perception portion, Liddelow’s (2011) female body shape illustrations were stimuli to measure perceived self-reported body shape. Liddelow’s (2011) body shapes have been successfully used for self-identification of perceived body shapes by the studies conducted

124 | P a g e by Kasambala (2013) as well as Makhanya (2015). Furthermore, the motivation for using Liddelow’s (2011) body shapes is also discussed in Chapter four, of this thesis. Perceived own body shape is the body shape one identifies with to be closely related to their shape from the given illustrations without having any classification system done on them. Respondents were instructed to study female body shape illustration including the hourglass, the inverted triangle, the triangle, the rectangle, the oval and the diamond body shapes and select the body shape (Illustration 6.1). Thereafter, respondents identified their perceived body shape from the given illustrations by putting an X in the box next to the illustration of body shape closest to their own.

If they did not find the body shape they considered close to their own body shape they were requested to sketch what they perceived their body shape looks like and write down its characteristics on the space provided.

Figure 7.3 Illustrations of female body shapes (Liddelow, 2011)

7.10.4 Personal values measure

A personal values measure was used to determine female consumers’ personal values related to clothing products in the purchasing decision. Section C of the survey questionnaire (Appendix A) contains the instrument which was used, and is discussed below.

Diamond Oval

Rectangle Triangle

Inverted triangle Hourglass

3 4 5 6

2 1

125 | P a g e Previous studies that examined values classified values as a sub-category of attitudes (Chryssohoidis & Krystallis, 2005:587), until the research conducted by Rockeach during the 1960s and 1970s. Rockeach is credited for operationally defining and investigating values on an individual basis and for the mainstream definition of values. Several instruments have been developed to measure a person’s value system. Chryssohoidis and Krystallis (2005:587) explain that one of the most popular is Kahle’s (1986) “list of values” (LOV). The LOV typology was developed from a theoretical base proposed by Feather (1984), based on Maslow’s (1954) hierarchy of values, Rokeach’s (1973) terminal values, and other contemporaries in value research. The LOV items were derived by selecting the values from the above sources from a much larger pool of values down to nine items. The nine items that the LOV measure consists of: (1) security, (2) sense of belonging, (3) being well respected, (4) fun and enjoyment, (5) warm relationship (6) self-respect, (7) sense of accomplishment, (8) self-fulfillment and (9) excitement.

The original study by Kahle (1983) found the LOV to be significantly correlated with various measures of well-being, adaptation to society and self. In other words LOV simply assesses personal values that define one’s self and relationship with others (Kim, 2005:211). Studies have found LOV to be related to or predictive of consumption-related behaviour (Kahle, Beatty &

Homer, 1986; Kahle, 1983). Chryssohoidis and Krystallis (2005) also found that the LOV is a valid and suitable measure for understanding the values at play and it provided evidence of the association with regards to consumption behaviour. Furthermore, LOV is commonly used in value research because of its ease of management and high reliability. It is also considered to be well-organised, assessable sets of variables that are less various, more centrally seized and more closely associated to stimulus than demographic and psychographic measures (Humayun

& Hasnu, 2013:3773). Kopanidis (2009:2) further points out that the importance of using a well-established value scale becomes paramount when assessing the scales reliability and validity.

Evidence of Kahle’s LOV scale meeting both requirements has been cited extensively in previous studies (Kahle et al., 1986). Therefore in this study, Kahle’s (1983) nine LOV items measure was a suitable instrument to measure female consumer’s personal values that apply when selecting the alternatives among different clothing evaluative criteria.

For clarity, one of the values on Kahle’s LOV scale, which is “security”, is a synonym of

“confidence”. In clothing, the terminology that seems to be suitable when referring to the value

“security” is “confidence”. Therefore the value “security” was equated to as “confidence” in this study when discussing this value, regardless of the terminology used by the original theorist.

126 | P a g e Moreover, after consultation with two clothing specialists at the department of Consumer Sciences at UNISA, the terminology “confidence” was also found to be appropriate when used in terms of clothing.

For the personal value measure, using Kahle (1983) LOV scale, respondents were requested to indicate the importance of each value item on a seven-point scale with end-points (where 1 = not at all important to me and 7 = extremely important to me) (Table 6.7). In relation to what respondents liked to portray through clothing they purchased in general. A description of each value item was included in the survey questionnaire.

Table 7.7 Kahle’s (1983) nine list of the personal values (LOV).

Please place and (X) in the

4. Self-fulfilment (to find peace of mind) 9. A sense of accomplishment (to

succeed in what you want to portray)