Identifying and Ranking the Problems and Preferences of Wedding Dress Customers

The current study aimed to identify and rank the problems and preferences of wedding dress customers. It is applied in terms of the objective and qualitative survey in nature and method. The statistical population of the study included the customers and experts in the field of the wedding dress industry. Since the statistical population is infinite, the sample size was 100 persons for each group (customers and experts). A total of 200 persons were studied, among which 100 answered a part of the questionnaire, and the remaining 100 answered the other part. The validity of the questionnaire was confirmed by factor analysis in terms of the face, content, and structural validity. The reliability of the questionnaire was also tested by Cronbach’s alpha which was 0.799 for the existing wedding dress variable and 0.725 for the customers’ preferences for the preparation of the wedding dress. The results indicated that in terms of ranking the problems of existing wedding dresses from customers’ perspective, the sitting and standing difficulties, heavyweight, lack of ventilation, movement limitation, and inactivity were the most important ones by order of priority. Then, the customers’ preferences for improvement of the efficiency of wedding dress were investigated, and it was revealed that the priority of customers is to solve the problem of the size of the wedding dress, with the ability to assemble the wedding dress being in the next rank, followed by higher mobility, ventilation, and weight. Height is the last priority.