US consumer purchasing decisions and demand for apparel
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 1 December 2005
Abstract
Purpose
The purpose of this is study is to identify sources of demand growth for apparel in the US based on consumer demographic profiles, regions, and product characteristics.
Design/methodology/approach
A two‐step procedure was utilized to model, estimate, and analyze purchasing decision and consumer demand for nine apparel products (male shirts, shorts, jeans and slacks and female slacks, skirts, shorts, dresses and jeans). This study is based on a survey conducted by the American shoppers' panel, which collects consumption data of various garments, socioeconomic profiles, and product characteristics.
Findings
The results indicate that purchase decisions are determined by garments' own prices, age, female employment, gender, regions, and the presence of children. The study also shows evidence that the effect of product‐specific pricing strategies would be limited to the targeted products and the origin of the product has minimal effect on consumer expenditures on apparel.
Originality/value
This study is one of the few that have used disaggregated apparel products and detailed demographic factors, thus has clear marketing implications and can be useful to the apparel industry.
Keywords
Citation
Fadiga, M.L., Misra, S.K. and Ramirez, O.A. (2005), "US consumer purchasing decisions and demand for apparel", Journal of Fashion Marketing and Management, Vol. 9 No. 4, pp. 367-379. https://doi.org/10.1108/13612020510620759
Publisher
:Emerald Group Publishing Limited
Copyright © 2005, Emerald Group Publishing Limited