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STATUS BRAND MANAGEMENT AND GIFT PURCHASE: A DISCRIMINANT ANALYSIS

David M. Andrus (Assistant Professor of Marketing at Kansas State University)
Edward Silver (Doctoral student in the Department of Psychology at Kansas State University)
Dallas E. Johnson (Professor in the Department of Statistics and a consultant in the Statistical Laboratory at Kansas State University)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 January 1986

736

Abstract

The study identifies major factors that contrast gift decisions for different status signature clothes. Gift buying represents a significant proportion of purchases in many product classes and is a pervasive retail consumption pattern. Specialty clothing retail sales surpassed the $9 billion figure in 1983. Factors that discriminate status brands for gift purchases can be used to develop market strategies to increase purchases. Strategies are provided for brand managers, fashion marketers, and store buyers to better meet consumer needs and wants in the gift‐buying process.

Citation

Andrus, D.M., Silver, E. and Johnson, D.E. (1986), "STATUS BRAND MANAGEMENT AND GIFT PURCHASE: A DISCRIMINANT ANALYSIS", Journal of Consumer Marketing, Vol. 3 No. 1, pp. 5-13. https://doi.org/10.1108/eb008149

Publisher

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MCB UP Ltd

Copyright © 1986, MCB UP Limited

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