What Students Think About Fur

What Students Think About Fur: An Exploratory Survey
What Students Think About Fur:
An Exploratory Survey
by Corinne BERNEMAN
Cahier no 92-008R
Cahier de recherche
Avril 1992
ISSN : 1181-9383
Copyright © 1992. La Chaire de commerce Omer DeSerres, École des Hautes Études Commerciales (H.E.C.),
Montréal. Tous droits réservés pour tous pays. Toute traduction ou toute reproduction sous quelque forme que ce
soit est interdite.
Les textes publiés dans la série "Les Cahiers de la Chaire de commerce Omer DeSerres" n'engagent que la responsabilité
de leurs auteurs. La publication de ce cahier a été rendue possible grâce au fonds de la Chaire de commerce Omer
DeSerres, établi suite à une donation de Roger DeSerres, des contributions du Ministère de l'Industrie, du Commerce
et de la Technologie (MICT), et du ministère de l'Enseignement Supérieur et de la Science (MESS).
Distribué par la Chaire de commerce Omer DeSerres, École des Hautes Études Commerciales, 5255 avenue Decelles,
Montréal, (Québec) Canada H3T 1V6.
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What Students Think About Fur: An Exploratory Survey
knowledgements
This survey was conducted within the framework of a larger investigation into the
marketing challenges of the Canadian fur industry, with special attention to
consumer behavior and new market opportunities.
As such, the survey discussed in this document has benefited greatly from helpful
comments and information given by Alan Herscovici, Chairman, Fur Industry
Adjustment Committee, and Del Haylock, Executive Vice-President, Fur Council of
Canada. Their input has been greatly appreciated.
The help of Ms. Caroline Gaudette, graduate student at the École des H.E.C., in
designing the questionnaire has also been extremely valuable.
The cooperation of the students enrolled in the Marketing course at the École des
H.E.C. and of Ms. Line Ricard and Mr Michel Bilodeau, course instructors, is also
acknowledged.
Finally, Gunnar K. Sletmo, Omer DeSerres Professor of Commerce, has provided his
usual inspiration and encouragement to successfully complete this document, and we
wish to thank him deeply.
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What Students Think About Fur: An Exploratory Survey
TABLE OF CONTENTS
1.
Introduction ......................................................................................................... 2
2.
Methodology ....................................................................................................... 3
3.
Description of the Sample ................................................................................... 4
4.
Ownership of Leather or Fur .............................................................................. 6
5.
Reasons for Buying Fur ....................................................................................... 7
6.
Reasons Against Buying Fur............................................................................... 8
7.
Intentions to Purchase ......................................................................................... 9
8.
Acceptability of Using Animals ........................................................................ 10
9.
Opinions on the Canadian Fur Industry .......................................................... 11
10.
Comments.......................................................................................................... 13
11.
Conclusion and Future Research ...................................................................... 14
Appendix: Questionnaire .............................................................................................. 15
LIST OF TABLES
TABLE 1:
TABLE 2:
TABLE 3:
TABLE 4:
TABLE 5:
TABLE 6:
TABLE 7:
TABLE 8:
Socio-Demographic Profile ........................................................................... 4
Fashion-Consciousness ................................................................................. 5
Ownership of Leather or Fur ........................................................................ 6
Reasons for Buying Fur................................................................................. 7
Reasons Against Buying Fur......................................................................... 9
Intentions to Purchase................................................................................. 10
Acceptability of Using Animals.................................................................. 11
Opinions on the Canadian Fur Industry .................................................... 12
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What Students Think About Fur: An Exploratory Survey
1. INTRODUCTION
This document reports results of a survey which was performed on a convenience
sample of students at the École des Hautes Études Commerciales in April 1992.
Its
purpose is to lay the groundwork for an eventual larger scale survey among young people
in order to evaluate the potential of fur products by tomorrow's customers. Although the
sample selection is far from random and its representation of the average population
between the ages of 20 to 29 is not respected, the results give an indication of some of the
problems and opportunities.
Our sample is highly fashion-conscious, enjoys shopping for clothes, and almost 80 %
of the respondents own a leather, suede, or fur garment. Respondents view fur as being
warm, practical, and durable, rather than as a symbol of success or vanity.
The top three reasons for not buying a coat are: a preference for substitute materials to
manufacture coats, the high price of fur, and concern that other people might disapprove
of wearing fur. The issue of using animals to produce coats ranked fourth, with a score
much lower than the preceding three.
Some important findings were also noted with respect to beliefs held on the fur
industry. In spite of communication efforts by the industry to inform the public on the
preservation of endangered species, there is still some confusion among respondents
concerning this point. At the same time, approximately 20 % of respondents (30 % of
women) are interested in buying a fur coat or jacket, if they had a sufficient income.
Some preliminary conclusions can be drawn based on this survey. Firstly, to counter
the price argument, it will be necessary to adjust the product range or promote products to
target a younger, but less affluent population. Secondly, younger consumers must be
informed about the positive environmental impact of using fur; more information should
be disseminated in media reaching this target market, whether in magazines, through
leaflets, or in other media.
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What Students Think About Fur: An Exploratory Survey
We report the findings of the survey in the next pages; we will first describe the sample itself, with
respect to relevant socio-demographic data, as well as with respect to fashion consciousness. We will then
discuss the responses obtained for the six major topics we investigated, namely the ownership of leather, fur
or synthetic fur garments (Question 1), the evaluation of positive and negative attitudes towards fur (Question
2 and 3, respectively), intentions to purchase a fur product (Question 4), opinions on the use of animals for
other uses (Question 5), and opinions on the Canadian fur industry (Question 6). Results are discussed for the
entire sample and by sex.
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