Application of Benefit Segmentation to a Generic Product Study in Clothing and Textiles

Abstract

Segmentation of consumers based on preferences for product characteristics has been brand‐specific in products other than fashion goods. However, this tech nique for identifying market segments should be applied to generic products. This study was designed to explore (1) whether clusters of consumers could be established based on their evaluations of aesthetic and performance character istics in selected generic categories of fashion goods and (2) if the demographic profiles of consumers within these clusters were different. A Likert instrument, mailed to a systematic sample of urban households, generated 384 evaluative responses from each of the 103 women who provided complete information nec essary for cluster analysis, (16 characteristics x four end‐use garment categories x six market segment age groups). Cluster analysis yielded four distinct clusters of consumers who differed in their ages, familial social class statuses, family compositions, and number of family incomes. These demographic characteristics are expected to dominate in the 1980s.

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