Apparel shopping behaviour – Part 2: Conceptual theoretical model, market segments, profiles and implications

Abstract

This article is based on the conceptual theoretical model developed in Part 1 of this series of articles. The objective of this research is to identify female apparel consumer market segments on the basis of differentiating lifestyles, shopping orientation, cultural consciousness, store patronage and demographics. These profiles are discussed in full and the implications thereof for retailers, marketers and researchers are highlighted. A new conceptual model is proposed and recommendations are made for further research.

Opsomming
Hierdie artikel word gebaseer op die konseptuele teoretiese model wat reeds in Deel 1 van hierdie artikelreeks ontwikkel is. Die doel van hierdie navorsing is om marksegmente van vroue klere-kopers te identifiseer na aanleiding van hulle lewenstyle, kooporiëntasie, kulturele bewustheid, winkelvoorkeurgedrag en demografie. Hierdie profiele word volledig beskryf en die implikasies van die verskillende profiele vir kleinhandelaars, bemarkers en navorsers word uitgelig. ’n Nuwe konseptuele model word voorgestel en aanbevelings vir verdere navorsing word gemaak.