Differences in Attitudes Toward Catalog Retailers of Apparel Among Social/Economic Risk Orientation Groups

Abstract

This research examined whether perceived social/economic risk related to apparel products influenced attitudes about attributes of apparel catalog retailers, overall attitude toward apparel catalog retailers, and actual purchase of apparel from catalogs. Self administered questionnaires were mailed to a random sample of catalog shoppers resulting in 458 respondents. Data were collected on levels of economic and social risks perceived for purchasing apparel, the importance of various apparel shopping needs and wants, and the belief that catalog retailers possessed attributes that met apparel shopping needs and wants. Results revealed that level of social/ economic risk did influence attitudes toward catalog attributes of economic utility, home environment, merchandise assortment, catalog clientele, and interaction with catalog personnel. Levels of socialleconomic risk also influenced annual apparel expenditures from catalogs but did not affect overall attitude toward catalog retailers and number of annual apparel purchases from catalogs.

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