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Clothing outshopping in a rural Western community
Author(s) -
LEN SHARRON J.,
BAUGH DONNA,
CHATTERTON JULIE,
LARKIN JANE
Publication year - 1987
Publication title -
journal of consumer studies and home economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 0309-3891
DOI - 10.1111/j.1470-6431.1987.tb00147.x
Subject(s) - clothing , respondent , product (mathematics) , order (exchange) , marketing , business , psychology , test (biology) , telephone survey , advertising , geography , mathematics , political science , paleontology , geometry , archaeology , finance , law , biology
Statistics reveal that over half of all women are gainfully employed outside the home. Professional working women have a certain status to maintain and it is reasonable to assume that their clothing needs might differ from women who are employed in other occupations and who remain in the home. Recent research has shown that considerable shopping occurs out of the local retail trade area (termed outshopping). Product‐specific outshopping research has revealed clothing to be a product consumers are willing to out‐shop to obtain. Professionally employed women might have to resort to outshopping more often than the other women in order to meet their clothing needs. For this project outshopping was defined to be the percentage of shopping which occurred at least 50 miles from the test site. This research represents the combined efforts of a graduate class studying trends in fashion merchandising; a telephone survey was developed and conducted by the class and responses from 100 female consumers were analysed using multiple step‐wise regression. It was predicted and found that clothing outshopping behaviour could be significantly predicted by the degree of satisfaction with local retailing and number of children remaining in the home. Including the two variables professional/non‐professional working status, and the age of female respondent as predictors, did not significantly improve the ability to predict outshopping behaviour. The implications for retailers are discussed.