Abstract
Conjoint analysis estimates how much each of the attributes is valued on the basis of the choices consumers make among product concepts that are varied in systematic ways. The purposes of this research were to evaluate the relative importance of each fabric constituent characteristic for the consumer's utility or preference, to compare with the relative importance between the trained and the untrained panelists, and to identify the combinations of the constituent characteristic of knit fabric which offer consumers greater utility. Conjoint analysis was conducted using data taken from 54 trained and 54 untrained panelists, who rated preference for 12 different knit fabrics. The stitch length had a greater effect on knit fabric preference than the mixture ratio of fiber. There was no difference on effect of knit constituent characteristics for preference between the trained and the untrained panelists. Total, trained and untrained group preferred a knit fabric that had a higher acrylic mixture ratio and a short stitch length.
