Small Town Independent Apparel Retailers: Risk Propensity and Attitudes Toward Change

Abstract

This study was designed to examine risk propensity and attitudes toward implementing change among independent apparel retailers located in communities with populations of less than 50,000 in a midwestem state. Responses to a mailed questionnaire (n = 169) indicated that while the retailers as a group were not financial risk takers, male retailers were more likely to take risk than female retailers, and individuals who had owned their business "10 to 19 years" were more likely to take risk than those who had owned their business for less than 10 years. A large number of the respondents in this study were females (64%), and of these, 37% were over the age of 55. As a group, retailers were found to have low propensities to take risks or accept change in the workplace.

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