Abstract:
"
This research is conducted to introduce an unidentified market opportunity for local
brands and entrepreneurs regarding adaptive wear for Sri Lankan differently abled
working women. The attempt paves path for inclusive clothing and a better opportunity
for differently abled. The research is conducted among female differently abled
working for MAS Holdings, Brandix and Hela Clothing (Pvt) Ltd as a means of CSR
projects conducted by these organizations. Also this study could be a solution for the
barriers between the normal and disabled making all workers as one.
Through thorough literature review on adaptive wear, buying decisions of such
consumers and identified variables, gaps in literature is brought out to encourage further
research under this subject area. To validate and explain the study few theoretical
models, the SCT -Social cognitive theory, Application of Self-Efficacy Theory, FEA
emotional needs model Source, FEA2 Consumer Needs Model, Hall and Lobo, 2017,
Revised FEA Model by Holland 2007, Consumer Decision Making Process John
Dewey – 1910 and Solomon Model of Comparison process are used to explain about
consumer and the brands. The key variables are functionality, durability, and
adaptability, and comfortability, aesthetical and buying decision.
Since the research needs a vast range of evidences within a limited time, the primary
data collection method used was open ended interview from 18 respondents of three
well known organizations in apparel sector, a qualitative data collection method. The
philosophy of interpretivism and inductive research approach was used in which
analysis is started with an observation. And single case study is used as the strategy
while the choice is mono method qualitative.
Analysis was done with the collected primary data by grouping them into thematic
diagrams against indicators of conceptual frame work and independent variables. And
in the final chapter recommendations are given to research further and make innovation
on the real time issue"
