The elderly mail-order catalog user of fashion products

Abstract

A Profile of the Heavy PurchaserSOYEON SHIM is an associate professor in consumer studies and merchandising in the Division of Merchandising Consumer Studies. and Design at the University of Arizona Prior to this position. she was a faculty member in merchandising at Colorado State University She received her PhD from the University of Tennessee, Knoxville, and her Master of Science from Yonsei University of Seoul, Korea She is the recipient of several outstanding paper awards given by various associations Her current research interest8,include market segmentation, satisfaction. perceived risks and shopping orientations of electronic and catalog shoppers She has published widely in professional journals MARIANNE Y MAHONEY is an assistant professor in merchandising in the Department of Design, Merchandising and Consumer Sciences at Colorado State University She received her PhD from Michigan State University Her current research interests include numerous areas of direct marketing, such as consumer satisfaction shopping orientations. and purchase behaviors of electronic and catalog shoppers ABSTRACTThe purpose of the study was to develop a profile of heavy mail-order catalog users of fashion products among women 55 years and older in relation to shopping orientations, catalog shopping attributes, lifestyle activities, and demographics. A national random sample of 3,000 customers was obtained from two major catalog companies. From 1,192 consumers who returned the questionnaire, 872 respondents (73 percent] were 55 years or older and were included in the analysis. Based on the respondents' annual expenditure on apparel and accessories via catalogs, heavy catalog users were classified as those who spent 5 1 ,000 or more (n = 278). while light users were defined as those who spent less than 5500 (n = 370). Stepwise discriminant analysis revealed that heavy catalog users of fashion products tended 1 ) to prefer shopping through catalogs over local stores; 2) to be less concerned with price; 3) to be fashion-conscious; 4) to have a greater income; 5) to participate frequently in social events; 6 ) to be time-conscious; 7) to be confident in clothing shopping: 8) to be interested in shopping in general; 9) to be a credit user; 10) to have an interest in fashion information and grooming products; 1 1) to take an active interest in cultural events; 12) to be satisfied with a variety of product selections offered by catalogs; and 13) to be satisfied with general size and fit of apparel products purchased through catalogs. Managerial implications for catalog retailers and apparel manufacturers are discussed.

Modeling Consumer Distribution Channel Switching Behavior: The Case of Direct Vs. Traditional Channels

“…Based on the fact that entertainment is an integral part of the shopping experience, many malls are increasing expenditures to encourage customers to drive further and stay longer within the mall. Similarly, consumers utilize many of today's direct marketing catalogs for leisure reading, serving as much more than order expedition devices (Shim and Mahoney 1992).…”

Apparel shopping behaviour – Part 2: Conceptual theoretical model, market segments, profiles and implications

“…The choice of a store to patronise is therefore of great importance, as apparel consumers will often gather information, evaluate alternatives and make decisions at the point of purchase. Shopping orientation is a complex and multidimensional concept and there is little consensus with regard to the underlying structure or dimensionality of apparel shopping orientation (Hawkins, Best & Coney, 1998;Shim & Bickle, 1994;Shim & Mahoney, 1992). Shopping orientations are dependent on the product of choice and the retail store type (Solomon, 1999).…”

Malaysian Chinese Consumers: Their Ethnic Attitudes and Shopping Orientations

“…Past researchers have reached a consensus agreement that shopping orientation is a multi-dimensional concept that reflects a consumer's view of shopping as a social, recreational or economic phenomenon, as well as individual's motivations for shopping (Shim & Mahoney, 1992). The basic premise of this concept is that people take many different approaches to the act of shopping based on their past shopping experiences and personal-value systems (Darden & Dorsch, 1990).…”