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Consumer behaviour reflected in store and clothing selection criteria: a pilot study in Canada and England
Author(s) -
VELDE J.,
PELTON W.,
CATON S. TURNBULL,
BYRNE M.
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.tb00262.x
Subject(s) - clothing , selection (genetic algorithm) , psychology , social psychology , rank (graph theory) , marketing , advertising , applied psychology , business , mathematics , computer science , political science , law , combinatorics , artificial intelligence
Similarities and differences in selected clothing acquisition behaviour at two independent sites have been investigated using the Engel, Blackwell and Miniard consumer behaviour model as the conceptual framework. Similar clothing values orientations were found, supporting the assumption of a common Anglo‐root culture at both sites. The paper focuses on an outcome of the values issue, namely store selection criteria and clothing evaluative criteria used by university students in Winnipeg, Canada and Newcastle upon Tyne, U.K. Respondents at both sites rated the store selection criteria and clothing evaluative criteria in similar orders of importance. Significant Spearman rank correlation coefficients for store selection criteria (r s = 0‐95) and clothing evaluative criteria (r s = 0‐88) suggest that the common Anglo‐root culture of the Winnipeg and Newcastle participants has more influence on the alternative evaluative stage of the decision‐making process than marketing stimuli and strategies found at each site. When individual criteria were compared across sites, only three of the ten store selection criteria gave statistically different responses, while three of the 21 clothing evaluative criteria were found to be statistically different.