This is the first part of a two-part paper which deals with patronage behavior of apparel shopping. Part I examines the comprehensive relationships among key variables which impact patronage behavior of apparel shopping. Nationwide data (N = 482) were analyzed by utilizing multiple regressions to investigate the relationships among patronage behavior, store attributes, shopping orientations, information sources, and personal characteristics. Based on the results, patronage profiles for discount store, specialty store, department store, and catalog shopping were developed Predictors of store attributes, shopping orientations, and information sources were identified. Marketing implications are discussed
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