Customer decision making in fashion retailing: a segmentation analysis

Grete Birtwistle · Ian Clarke · Paul Freathy

47 citations0/0 files storedInternational Journal of Retail & Distribution Management

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Abstract Research into store image, market positioning and store choice has mainly been carried out in supermarkets or department stores and only a limited amount in speciality retailing. This study uses conjoint analysis to examine the way consumers choose where to purchase menswear fashion clothing, based on their perception and trade‐off of four attributes ‐ price, quality, selection and staff ‐ shown to be important in previous research. The results indicate that quality was the most important attribute to the respondents in this study. The paper concludes by analysing sub‐segments of shopping preferences for customers of Next for Men, a UK fashion retailer.

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References

1962Statistical principles in experimental design.1972Principles of Marketing 1978Conjoint Analysis in Consumer Research: Issues and Outlook 1978Issues and Advances in Segmentation Research 1996Customer-sales associate retail relationships 1968A Behavioral Conception of Retail Image 1972An Attitude Model for the Study of Brand Preference 1989Developing and protecting profitable customer relationships

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