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Female Consumers' Brand Orientation: The Influence of Quality and Demographics
Author(s) -
Huddleston Patricia,
Cassill Nancy L.
Publication year - 1990
Publication title -
home economics research journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.372
H-Index - 31
eISSN - 1552-3934
pISSN - 0046-7774
DOI - 10.1177/1077727x9001800307
Subject(s) - demographics , clothing , business , quality (philosophy) , marketing , advertising , sample (material) , market orientation , orientation (vector space) , brand awareness , demography , geography , mathematics , sociology , philosophy , chemistry , geometry , archaeology , epistemology , chromatography
The purpose of this study was to investigate whether quality proneness and demographic variables were predictors of female consumers' brand orientation. A national random sample of 1,000 female consumers, ages 25—44, was sent ques tionnaires, resulting in a 43 percent (n = 383) return rate. Quality proneness, annual apparel expenditures, and type of store shopped were found to be sig nificant (p < .05) predictors of brand orientation. Results will benefit retailers and apparel manufacturers in identifying targetable market segments for their brand‐ name products.