Lifestyle, Shopping Orientation, Patronage Behaviour and Shopping Mall Behaviour – a Study of South African Male Apparel Consumers
The highly competitive South African male apparel market is growing and significantly contributes to the billion dollar industry. However, research on this segment is scant. This paper explores the shopping mall behaviour, lifestyle, shopping orientation and patronage behaviour of male apparel consumers. A mall intercept method (n=297) was implemented for data gathering. Cluster analysis used demographics, eight lifestyle factors, three shopping orientation factors and patronage behaviour as input variables. Four clusters were profiled: Traditionalists (38%), Shopping enthusiasts (19%), Dynamics (30%) and Laggards (13%). Managerial implications and recommendations for future research are indicated.
[ to cite ]:
Ronel du Preez, Elizabeth M Visser, and Lucille Zietsman (2007) ,"Lifestyle, Shopping Orientation, Patronage Behaviour and Shopping Mall Behaviour – a Study of South African Male Apparel Consumers", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 279-280.