This study was undertaken to develop the consumer's causality model for purchasing clothes. From February to May 1994, we have made a questionnaire survery for the males and females of 1985 in total ranging from 11 to 82 in age, who lived in Tokyo and the adjacent areas. The questionnaire had the 77 items. By using the 77 items, we made the factor analysis and selected the variables by removing the items of which the communality was low. Then, we made the factor anylysis once again by using the selected variables and applied the direct oblimin rotation.Based on this result, we made a causality model and investigated the validity of the model with analysis of covariance structure.
We have made the measurement of body sizes of 284 babies and infants in nursery schools in 1996 and 1997. In addition, problems of the sizes of babies' and infants' clothing in an existing JIS have been surveyed with the questionnaire to their parents, mainly their mothers. The results are summarized as follows: 1) It is appropriate that the current JIS size of babies' and infants' clothing is based on the body height. 2) The current JIS standard values are based on the data of the physical survey carried in 1980. They are not fitted with the present babies' and infants' bodies because of recent improvement in the body and increase of the girths. 3) Parents tend to recognize their babies and infants as higher and lighter. 4) Parents buy the clothing of greater size than the actual height, according to desires for the growth and popular custom at buying clothing with anticipation for the growth margin. 5) Parents have strong dissatisfaction in price and size when they buy the babies' and infants' clothing. They also pay attention to the type of material and care, being free from infants' preference and design.