علاقة إدارة الجودة الشاملة في شركات الملابس الجاهزة بالسلوك الشرائي للمستهلك في الإسكندرية

Abstract EN

The main objective of this research was to study the relationship between total quality management in garment factories and the Consumer purchasing behavior in Alexandria.

this study was conducted on A Purpose sample of Quality Officers(50) from companies are interesting in the application of total quality management and have Exhibitions (9 private sector and one public sector company), and on a accidental sample of 200 consumer who were attending the Exhibitions at rate of 10 married, 10 unmarried for each company under study.

The data were collected by using a questionnaire through personal interview.

Data were analyzed statistically using percentages, mean, standard deviation, test (T), correlation coefficient and multiple regressions using computer software Statistical Package of Social Science Program (SPSS V.22).

Results revealed that: - Purchasing behavior of garments was acceptable to 66.5% of consumers.

While was rational or non-rational to 14.5% and 19% of consumers respectively.

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- There were statistically significant differences with sex(in favor of females), Social status (in favor of married couples) and nature of purchasing behavior at a probability level of 0.01.

- The results showed a positive correlation between nature of purchasing behavior and each of ( age, educational level, duration of married life, level of household income, level of living, level of exposure to information sources, purchasing practices level, knowledge level of clothing quality indicators, level of confronting dressed defects) at a probability level of 0.01.

- Results showed that educational level is the most independent variable affects level of purchasing practices by 37.2% , knowledge level of clothing quality indicators 42.2% , and the nature of purchasing behavior by 36.5% at a probability level of 0.01.

- Quality management level in companies was good by 68% .

While it was acceptable and excellent by 12% and 20% respectively.

- There was a positive correlation between quality management level in companies and the certificates obtained by the company at a probability level of 0.01.

- Results showed that certificates obtained by the company is the most independent variable affects level of total quality management by 36.4% at a probability level of 0.01.

- There was a positive correlation between nature of the purchasing behavior of consumer and level of total quality management in companies at a probability level of 0.01.

- The results showed that the level of total quality management in companies affects the nature of consumer purchasing behavior by 22.6% at a probability level of 0.01.