2009turnerk

Clothing Preference and Selection Criteria of African-American
Female College Students Enrolled at the University of
Arkansas at Pine Bluff

by
Kalari Turner
A Research Paper
Submitted in Partial Fulfillment of the
Requirements for the
Master of Science Degree in Home Economics

The Graduate School
University of Wisconsin-Stout
August, 2009

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The Graduate School
University of Wisconsin-Stout
Menomonie, WI

Author:

Turner, Kalari N.

Title:

Clothing Preference and Selection Criteria ofAfrican-American Female
College Students Attending the University ofArkansas at Pine Bluff

Graduate Degree! Major: MS Home Economics
Research Adviser:

Renee Howarton, Ph.D.

MonthNear:

August, 2009

Number of Pages:

47

Style Manual Used: American Psychological Association, 5 th edition

ABSTRACT
This study identified major factors that influence clothing preference and selection in female African-American college students enrolled in fashion courses at the University of
Arkansas at Pine Bluff. It examines clothing preferences, apparel buying habits, and shopping behaviors. A self developed questionnaire, which included four sections and 49 questions, was used to collect data. The questionnaire was administered during the spring semester of 2009.
Twenty-three African-American female college students participated and the survey findings were analyzed using descriptive statistics.
Results confirmed that the respondents cared about their appearance. They indicated that they love to purchase quality fashionable clothing and accessories, but were neutral about spending a large percentage of their monthly budget on clothing. Over half shopped for clothing

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within the city they live in, preferred patronizing department stores, or purchased clothing online or through mail order catalogs.
In contrast to past research suggesting that African-Americans embrace their heritage and respond to ethnic marketing, these respondents were neutral about selecting clothing that
expressed

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