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Segmenting the older American market for personal apparel: focus on rural communities
Author(s) -
JACKSON HAZEL O.
Publication year - 1996
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.1470-6431.1996.tb00256.x
Subject(s) - clothing , business , marketing , market segmentation , cluster (spacecraft) , perception , advertising , focus group , psychology , geography , archaeology , neuroscience , computer science , programming language
The goal of this research was to determine whether rural elderly consumers' wants and needs for apparel products were met at the local retail level. Consumers (n = 322) ranging in age from 54–94 years were surveyed concerning their attitudes and behaviour regarding shopping for personal apparel. Data analyses revealed five market segments that differed in terms of (i) the level of involvement with shopping; (ii) perceptions of physical constraints to shopping; (iii) perceptions of available merchandise mix and services; and (iv) certain demographic characteristics. Respondents in cluster 1 were active and frequent shoppers, but did not always find what they needed. Those in cluster 2 were demanding consumers who were also satisfied with retail offerings. Cluster 3 compared prices and was highly dissatisfied with the merchandise available. Cluster 4 was satisfied with the merchandise mix, but did not shop often. Cluster 5 was highly dissatisfied with retail offerings.