Otieno, R.2014-09-022014-09-022000Journal of Fashion Marketing and Management: An International Journal, Vol. 4 Iss: 4, pp.325 - 3351361-2026http://ir-library.ku.ac.ke/handle/123456789/11111Meeting sizing needs in today's clothing is an important aspect of customer satisfaction. Based on the critical incident and grounded theory techniques, data from focus groups with parents are analysed to establish consumer satisfaction/dissatisfaction with children's garment sizing. While results revealed that parents were dissatisfied with garment sizing, the study focuses on specific causes of dissatisfaction. The centrality of efficient sizing in creation of consumer satisfaction is underscored.enConsumer satisfaction/dissatisfactionGarment sizingFocus groupsCritical incident techniqueGrounded theoryArticle