Benefit Segments of the Female Apparel Market: Psychographics, Shopping Orientations, and Demographics

The purposes of the study were (1) to segment the female apparel market based on "descriptive clothing benefits sought" by female consumers, and (2) to develop a profile of each segment concerning psychographics, shopping orientations, patronage behavior and demographics. Nationwide data (...

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Published in:Clothing and textiles research journal 1994-01, Vol.12 (2), p.1-12
Main Authors: Shim, Soyeon, Bickle, Marianne C.
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Language:English
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description The purposes of the study were (1) to segment the female apparel market based on "descriptive clothing benefits sought" by female consumers, and (2) to develop a profile of each segment concerning psychographics, shopping orientations, patronage behavior and demographics. Nationwide data (n = 610) were collected via a mail questionnaire sent to 1,000 females. Using cluster analysis on benefits sought factors, three groups were identified and labeled as (1) Symbolic/Instrumental Users of Clothing (51%); (2) Practical/Conservative Users of Clothing (35%); and (3) Apathetic Users of Clothing (14%). MANOVA and Chi-square statistics revealed significant differences among the three benefits segments on 10 psychographic factors, 3 shopping orientation factors, 1 patronage behavior variable, and 7 demographic factors. A profile of these groups was developed; marketing and theoretical implications were provided.
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title Benefit Segments of the Female Apparel Market: Psychographics, Shopping Orientations, and Demographics
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