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Customer decision making in fashion retailing: a segmentation analysis

Grete Birtwistle (Lecturer in Retail Studies at Glasgow Caledonian University, Glasgow, Scotland, UK)
Ian Clarke (Professor in Retail Marketing at Glasgow Caledonian University, Glasgow, Scotland, UK)
Paul Freathy (Senior Lecturer at The Institute for Retail Studies, University of Stirling, Stirling, Scotland, UK)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 May 1998

11114

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

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MCB UP Ltd

Copyright © 1998, MCB UP Limited

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