Preferences for personalized t-shirts in Paraguayan consumers

Abstract

The present investigation determines the preference of personalized t-shirts in Paraguayan consumers within Asunción. It is based on a quantitative approach with a cross-sectional and descriptive section. The population consisted of 340,532 participants residing in Asunción. The sample of 151 participants was calculated under 92.7% confidentiality of the study and a 7.3% margin of error. A response rate of 98% was obtained (148). The inclusion criteria were people between 15 and 65 years of age residing in Asunción and voluntary participation. The exclusion criteria were residents of other cities, children and adolescents under 15 years of age, and adults over 65 years of age. The survey was obtained as a technique through a questionnaire made up of 16 questions, sent via WhatsApp for convenience in 2023. It is shown that high-quality (P7) and durable (P8) materials of personalized t-shirts have achieved the highest response score, both x̄=3.8. While the lowest corresponded to the frequency of purchases (P2) with x̄=3.2. However, 86% admitted to liking personalized shirts and 12.8% assured their purchases in sports stores. It is concluded that the textile printing industry plays a fundamental role, transcending beyond its decorative function and becoming an essential component of cultural expression. Likewise, technology and innovation can be aligned and transformed into a competitive strategy for companies. A balance must be sought between the needs of the demand, regarding the environment and efficiency in ET techniques through human creativity.