Sage Journals: Discover world-class research

Abstract

Rural (n = 320) and urban (n = 278) female consumers were studied to determine if the psychographic dimension of perceptioms of fashion and perceptions of apparel shopping was related to store patronage as well as to demographic characteristics. The 20 comrumer perception items were reduced to five factors by factor analysis: Shopping Involvement, Importance of Clothing Image, Fashion Commitment, Quality Conscious, and Fashion Aversion. An analysis of variance revealed that rural and urban consumers held similar perceptions offashion and of apparel shopping as measured by the five factors. Significant differences in the factor scores that measured perceptions of fashion and of apparel shopping were noted in ANOVA with type of stores patronized, shopping locales favored, time spent shopping for apparel for self and family, ethnicity, age, marital status, education, work status, and total family income. Implications for retailers and educators are discussed.

Get full access to this article

View all access options for this article.

References

Belk, R. (1982). Acquiring, possessing, and collecting: Fundamental process in consumer behavior. In R. Bush & S. Hunt (Eds.), Marketing theory: Philosophy ofscience perspectives (pp. 185-190). Chicago: American Marketing Association.

Bronner, S. (1983). Visible proofs: Material culture study in American folkloristics. American Quarterly, 35, 316-338.

Bureau of the Census. (1982). 1980 census of the population. Washington, DC: U.S. Government Printing Office.

Carusone, P.S. , & Moscove, B.J. (1985). Special marketing problems of smaller-city retailing . Journal of the Academy of Marketing Science, 13, 198-211.

Cook, S. (1989). Riding the silver streak. Arthur Anderson & Co. Retailing Issues Letter, 2(4), 1-3.

Darden, W.R. , & Schwinghammer, J.A. (1985). The influence of social characteristics on perceived quality in patronage choice behavior. In J. Jacoby & J. C. Olson (Eds.), Perceived quality (pp. 161-172). Lexington, MA: D. C. Heath.

Erdem, O. (1984). Perceived risk and outshopping behavior of Grand Forks consumers (North Dakota Economic Studies, No. 38). Fargo: University of North Dakota, Bureau of Business and Economic Research.

Gill, P. (1988). Mature market: A new look at the over-50s. How they spend. Stores, 70(5), 35-36.

Gill, P. (1989). Know your customer? Stores, 77(11), 31-34.

10.

Gordon, W.I. , Infante, D.A. , & Braun, A.A. (1985). Communicator style and fashion innovativeness . In M. R. Solomon (Ed.), The psychology of fashion (pp. 161-175). Lexington, MA: D.C. Heath.

11.

Gutman, J. , & Mills, M.K. (1982). Fashion life style, self-concept, shopping orientation, and store patronage: An integrative analysis. Journal of Retailing , 58, 64-85.

12.

Hawes, J.M. , & Lumpkin, J.R. (1984). Understanding the outshopper. Journal of the Academy of Marketing Science, 12, 200-218.

13.

Hennon, C.B. , & Brubaker, T.H. (1988). Rural families: Characteristics and conceptualization. In R. Marotz-Badden , C. B. Hennon , & T. H. Brubaker (Eds.), Families in rural America: Stress, adaptation and revitalization (pp. 1-9). St. Paul, MN: National Council on Family Relations.

14.

Hirschman, E.C. (1979). Intratype competition among department stores . Journal of Retailing, 55, 20-34.

15.

Hoy, F. , & Vaught, B.C. (1980). The rural entrepreneur- A study in frustration . Journal of Small Business Management, 18(1), 19-24.

16.

Kaiser, S. (1985). The social psychology of clothing and personal adornment. New York: Macmillan.

17.

Kem, R. ( 1989, February). Rural counties: Tomorrow's fastest-growing locations. Sales & Marketing Management, p. 16.

18.

Lessinger, J. (1987, June). Emerging region of opportunity. American Demographics, 9, 33-35, 66-68.

19.

Lumpkin, J.R. , Hawes, J.M. , & Darden, W.R. (1986). Shopping patterns of the rural consumer Exploring the relationship between shopping orientations and outshopping. Journal of Business Research, 14, 63-81.

20.

McCracken, G. (1985). The trickle-down theory rehabilitated. In M. R. Solomon (Ed.), The psychology of fashion (pp. 38-54). Lexington, MA: D.C. Heath.

21.

Selbert, R. (1991). Retailing's five most important trends. Retailing Issues Letter, 3(2).

22.

Solomon, M.R. (1983). The role of products as social stimuli: A symbolic interactionism perspective. Journal of Consumer Research, 10, 237-319.

23.

Tatzel, M. (1982). Skill and motivation in clothes shopping: Fashion-conscious, independent, anxious, and apathetic consumers. Journal of Retailing, 58, 90-97.

24.

Tinsley, D.B. , & Arnold, D.R. (1978). Small retailers in small towns: Is marketing the key? Journal of Small Business Management, 16(1), 19-24.

25.

Weinstein, A. (1987). Marketsegmentation. Chicago : Probis.

26.

Winakor, G. , Canton, B. , & Wolins, L. (1980). Perceived fashion risk and self-esteem of males and females. Home Economics Research Journal, 9, 45-56.

Fashion and Shopping Perceptions,Demographics,and Store Patronage

Abstract

Get full access to this article

References