Journal of Student Research 2012

Consumer Trend Research

185

Figure 12 . In the last 3 months, how many panties have you purchased?

The reason behind respondents purchasing only one bra but many pairs of panties over the past three months could be due to the quantity of panties that consumers tend to purchase at one time. Over 80% of respondents specified that they purchase their panties in multiples or sets, perhaps because of deals such as “5 for $25” at Victoria’s Secret. Furthermore, a 60% majority of respondents said they purchase only one bra at a time. When consumers are purchasing more panties than bras, the likelihood of them matching is decreased, making intimates that match less important to consumers, which was confirmed by over 50% of our respondents. See Figure 13.

Figure 13 . How meaningful is it to you that your bra and panties match?