Apparel Selection by Employed Women: A Typology of Information Search Patterns

Abstract

The purposes of this study were: 1) to identify segments of employed women purchasers of apparel who display different information search patterns; and 2) to examine the relationship between information search patterns and consumer, product, situational, and market characteristics. Data from a national random sample of 1034 employed women were analyzed. Using a Principal Components Factor Analysis of information search activities, five factors were extracted and labeled: Print-Oriented, Audio-Visual Oriented, Store Intensive, Professional Advice, and Pal Advice Searchers. Based on the highly significant F-tests for each search pattern, it was concluded that employed female consumers' patterns of search for information to use in apparel selection were influenced by characteristics of the consumer, product, and situation, but not the market. By developing profiles of each search pattern, the research provided a basis for theorizing about the determinants of search strategies among apparel consumers. Three broad sets of implications were examined based on the findings of the study. Marketing strategies for the five information search segments are provided.

Fashion leaders’ and followers’ attitudes towards exotic leather apparel products

“…Some research (Shim and Drake 1988;Rabolt and Drake 1984/85) has shown that demographic variables may in¯uence the fashion adoption process. The only demographic characteristic that differentiated leaders and followers was work status.…”

“…Some research has also indicated that variables such as age, socio-economic status, income, occupation and education may in¯uence the fashion adoption process (Shim and Drake 1988;Rabolt and Drake 1984/5).…”

Market Segmentation of Tuxedo Customers

“…Research has indicated specific patterns of information search by individuals purchasing durable goods (Claxton, Fry, & Portis, 1974;Furse, Punj, & Stewart, 1984) as well as the use of distinct information search patterns by employed women when making apparel selections (Shim & Drake, 1988). Research has indicated specific patterns of information search by individuals purchasing durable goods (Claxton, Fry, & Portis, 1974;Furse, Punj, & Stewart, 1984) as well as the use of distinct information search patterns by employed women when making apparel selections (Shim & Drake, 1988).…”

Moderating Effect of Gender in Repatronage Behavioral Intention: The Role of Personal Characteristics

“…The four-item version of the measure of impulsiveness, with high factor loadings on the scale was used in the current study. In this study, the dimension of shopping confidence developed by Shim and Drake (1988) was reflected as the level of confidence in a person when dealing with shopping for clothing or accessories and displaying for the presentable self. To identify a respondent's degree of agreement with the shopping confidence, this dimension was assessed based on the six items.…”