Factors Affecting the Female Fashion Consumers of Sri Lanka When Selecting and Purchasing Lingerie

Abstract

"This research involving selecting and purchasing lingerie will be an antecedent and a basis for other studies as research have not been undertaken previously despite lingerie being a consumer product which needs replenishment from time to time. Globally this is a billion-dollar profit making business although the same is very much at a nascent stage in Sri Lanka. This research undertaking will help understand and advance the local knowledge on the influencing purchasing factors affecting female fashion consumers of lingerie, which will enable manufacturers, importers and retailers to improve the current status and range in the market. The overall aim of this research is to identify gaps in the market currently and contribute to developing the lingerie sector in Sri Lanka. The knowledge gained will assist underwear manufacturers and designers to manufacture marketable products that meet customer expectations. The exploration also aims to develop the knowledge concerning the topic under discussion as there is limited advancement made in this research topic in the Sri Lankan context. Research will enhance market knowledge and assist retailers and manufacturer to take viable and sustainable business decisions. It will also enhance product options available to female consumers, manage demand and supply, reach better manufacturing and inventory efficiency levels, and assist the potential progress and development of an untapped industry sector. A conceptual framework was developed identifying five independent variables and one dependent variable. The methodology followed in this study is the Saunders Research Onion Model."