Information seeking by female apparel consumers in South Africa during the fashion decision‐making process

Johanna van Staden · Annette Marié van Aardt

15 citations0/0 files storedInternational Journal of Consumer Studies

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Consumer Perception and Purchasing Behavior Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Abstract Fashion information is sought during the fashion decision‐making process and can be obtained from various sources such as magazines, fashion consultants, websites and store displays. Various levels and methods such as internal and external search for information are used to assist the consumer in making informed fashion decisions. The broad research aim of this study was to determine which methods, sources and economics of fashion information are sought and used by female educators in Vanderbijlpark (South Africa) during the fashion decision‐making process, and to which extent. A self‐administered, structured questionnaire was used to collect the data. Section A measured methods of information seeking, section B determined the economics of information search and section C investigated sources of fashion information. Demographic information was investigated in Section D. A random cluster sample of eight schools was chosen from the female educating staff of 22 schools. The biggest group of the educators (40.18%) was between the ages of 41 and 50, which according to a South African categorization represents baby boomers. Almost all (95.5%) had a higher education qualification obtained at a university and most (82.14%) were married. Regarding the methods of information seeking, the respondents depended on internal information seeking more than on external methods and were moderately involved in the process. Shopping in stores was regarded the most important source of fashion information. Cluster analysis revealed that four clusters of respondents could be distinguished, each with a specific disposition towards the methods and economics of search as well as sources used during the fashion decision‐making process.

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1976The Practice of Social Research.2000Marketing Research: An Applied Approach 1988Psychological Testing: Principles and Applications 2000Controlling the Information Flow: Effects on Consumers' Decision Making and Preferences 1996The Social Psychology of Clothing: Symbolic Appearances in Context 2005Effect of brand familiarity, experience and information on online apparel purchase 1990Toward a Model of the In-Store Purchase Decision Process: Consumer Use of Criteria for Evaluating Women's Apparel 1998Fashion involvement, self‐monitoring and the meaning of brands

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