DETERMINING KEY PRODUCT ATTRIBUTES OF WOMEN’S BRAS AFFECTING USAGE DECISIONS - A QUALITATIVE DATA ANALYSIS APPROACH

Abstract

This study explores the key product attributes influencing young women’s decisions to select and use brassieres, employing a qualitative approach that combines in-depth interviews and open-ended questionnaires. The target group comprised women aged 18–25, a consumer segment particularly sensitive to variations in material, fit, structure, and fashion trends. Data collected from 10-15 in-depth interviews and 50 open-ended surveys were processed through content analysis and thematic analysis, allowing for systematic coding, categorization, and theme extraction. Findings highlight six core factors shaping consumer choices: structure and components, comfort, functionality, material, form/fit/aesthetics, and other contextual aspects. Notably, two emerging concerns were revealed: the importance of invisibility (non-marking, seamless appearance under clothing) and the preference for eco-friendly materials such as organic cotton or recycled fabrics. These insights extend functional of intimate apparel. The study demonstrates the value of qualitative inquiry as a foundation for building quantitative measurement scales in subsequent research. Limitations include the relatively small sample size and restricted geographic scope, suggesting that future studies should expand participant diversity and apply quantitative validation to strengthen generalizability.