The effect of oppression and privilege model on the customer’s attitude in the shape-wear industry applied on Carina

Abstract

Purpose: The aim here is to study the effect of oppression and privilege model on the customer’s attitude in the shape-wear industry to research the problem of exerting pressure of a perfect body shape on women and young girls. It has been witnessed openly all around the media and within the society that the fact of thinness and the hourglass figure are interpreted as the perfect appearance for all women by the great amount of information and enforcement of the ideal body shape out there. Methodology: Recent studies have showed a relationship between customer attitude and the effect of media channels, the product’s image as well as the ad frequency of the products which will be further studied throughout this research paper. These previous articles have been reviewed by researchers, and then conducted in-depth interviews with an expert to provide them with further insights and data about the effect of the oppression and privilege model from within a shape wear company as well as 12 customers that helped in understanding the problems that affect their attitude when looking for shape wear. Further in the research the researchers analyzed the findings of 180 questionnaire respondents through quantitative methods measured by PLS and SPSS to understand the effect of the oppression and privilege model on the customer attitude in women and young girls has spread to what extent and what actually affects and gathers these women’s attention. Results: It’s shown that there has been a relationship between customer attitude and ad frequency and product image with a high to moderate correlation and P-value less than 0.05. The analysis also showed an insignificance of the relationship between media channels and customer attitude with a P-value 0.223 which is more than 0.05, this could be due to number of factors also explained in the research below. Conclusion: The research’s findings indicate the elaboration this industry needs to implement from sizing range to their ad messages.