Research on pregnant women's clothing shopping behaviors and suggestion of a sample model

Abstract

The purpose of this study is to present a model for the manufacturers aimed at specifying consumer characteristics through investigating the behaviors of pregnant women in purchasing clothes. The population of the research conducted the scanning method consists of 37245 pregnant women who live in Adana and gave birth in 2009. Research samples, on the other hand, include 106 pregnant women participants who were selected via multistage sampling. For the study, interviews were used as the data collection tool. The results of the study showed that the participant needed their first maternity clothes in their 6th and 5th month. The number of maternity clothes purchased during the pregnancy ranged from 3 to 9 items. According to pregnant women's opinions about the sizes of the shirts they purchased: the clothes had a "tightness" problem for 63.2% of participants in abdominal width. Throughout pregnancy, the pregnant women said the most necessary clothing type was shirts and tops, and the most comfortable ones were pants or skirts. As a result of this research, a sample model based on the findings which is thought to help improve consumer satisfaction about maternity wear has been suggested.