Customer decision making in fashion retailing: a segmentation analysis
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 May 1998
Abstract
Research into store image, market positioning and store choice has mainly been carried out in supermarkets or department stores and only a limited amount in speciality retailing. This study uses conjoint analysis to examine the way consumers choose where to purchase menswear fashion clothing, based on their perception and trade‐off of four attributes ‐ price, quality, selection and staff ‐ shown to be important in previous research. The results indicate that quality was the most important attribute to the respondents in this study. The paper concludes by analysing sub‐segments of shopping preferences for customers of Next for Men, a UK fashion retailer.
Keywords
Citation
Birtwistle, G., Clarke, I. and Freathy, P. (1998), "Customer decision making in fashion retailing: a segmentation analysis", International Journal of Retail & Distribution Management, Vol. 26 No. 4, pp. 147-154. https://doi.org/10.1108/09590559810214912
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited