Male Consumers' Clothing Consumption Values and Perceived Importance of Store Attributes by Store Type Preferences

남성 소비자의 점포 선호유형에 따른 의복소비가치와 점포속성중요도

Abstract

The purpose of this study was to classify male consumers and examine their clothing consumption values and the perceived importance of store attributes. Using Internet-based research service, survey data were collected from 651 male consumers aged between 20 and 40. The questionnaire included questions regarding respondents' preference of different store types, clothing consumption values, perceived importance of store attributes. According to the results, the respondents were categorized into 5 distinct groups based on their store type preferences: discount store preference group, multi-channel preference group, store indifferent group, brand store preference group, online store preference group. Multi-channel preference group was the largest among these groups. The five store type preference groups statistically varied in clothing consumption values, i.e., epistemic value, brand/conspicuous value, and economic value. The groups also differed in the importance they placed in the store attributes of: service and product quality, promotion, fashionability, salesperson and store environment, store atmosphere, convenience, and website image. The results of this study have direct implication for retail marketers of fashion companies who are targeting male consumers. Marketers can apply findings of this study in implementing retail strategies for different types of stores.

Table 1. Demographic Characteristics of Participants

Table 2. Differences in Store Type Preferences by Store Preference Groups

Table 3. Factor Analysis Results of Clothing Consumption Values

Table 4. Factor Analysis Results of Importance of Store Attributes

Table 4. Continued

Table 5. Clothing Consumption Values and Importance of Store Attributes by Store Preference Groups

Table 6. Demographic Characteristics by Store Preference Group