Abstract

The product evaluation and purchasing behavior of US brand jeans have been studied. The intrinsic and extrinsic cues are usually adopted to interpret the purchasing decison making processes. Among extrinsic cues price and brand name have been studied exten-sively but country-of-origin has not been examined in Korea. With the liberalization of retail industry foreign brands are aggressively penetrating in Korean pparel market. Since the penetration of imported apparel has increased tremendously lately the consumer attitude toward foreign produced clothing has great importance. The findings of the study were 1) Price was the most important among extrinsic cues ex-cept quality. Brand name was more important than store and country-of-origin. 2) The country image had significant influence to the preference as apparel production country. 3) The evaluation and willingness to buy of the jeans were greatly influenced by the be-havioral charcteristics of consumer variables. 4) The model to predict the willingness to buy of the jeans has been developed.

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