CONSUMER INVOLVEMENT RELATED TO PATRONAGE BEHAVIOR FOR APPAREL STORES ...

167 Pages·2014·6.44 MB·English

CONSUMER INVOLVEMENT RELATED TO PATRONAGE
BEHAVIOR FOR APPAREL STORES
By
ANN ELIZABETH FAIRHURST
1\
Bachelor of Science
Purdue University
West Lafayette, Indiana
1975
Master of Science
Indiana 'State University
Terre Haute, Indiana
1977
Submitted to the Faculty of the Graduate College
of the Oklahoma State University
in partial fulfillment of the requirements
for the Degree of
DOCTOR OF PHILOSOPHY
December, 1985
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CONSUMER INVOLVEMENT RELATED TO PATRONAGE
BEHAVIOR FOR APPAREL STORES
Thesis Approved:
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Dean of the Graduate College
1.258567
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Copyright
By
Ann Elizabeth Fa:i.rhurst
Dec$mber,85
..
'
ACKNOWLEDGMENTS
Sincere appreciation for support and guidance is acknowledged
to Dr. Kathryn M. Greenwood, thesis adviser, and to the members of
the committee, Dr. James W. Gentry, Dr. Laura Jolly, Dr. Elaine
Jorgenson, and Dr. Jeffrey Wilson; to the Center for Apparel Marketing
and Merchandising (CAMM) staff (Edna and Debby) for their contribu
tions; to Mary Lou Wheeler, typist; and to fellow graduate students.
Financial support in the form of a research assistantship sponsored
by CAMM has been greatly appreciated.
A special expression of gratitude is extended to my family and
friends for their continued encouragement and understanding through
out the past few years.
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TABLE OF CONTENTS
Chapter Page
I. INTRODUCTION 1
Purpose and Objectives 4
Hypotheses . . . . 4
Assumptions . . . . 4
Limitations ..... 5
Definition of Terms •. 5
II. REVIEW OF LITERATURE . . . 7
Consumer Involvement ....•.. 7
Constructs Defining Involvement 7
Dimensions of Involvement ..... . 9
Store Patronage . . . . . . . . . . . 10
Store Patronage Research . . • . 10
Store Attributes Research 14
Store Image Research . . . . . . . 16
Link Between Involvement and Patronage ....... . 17
Market Segmentation .......••. 17
Analysis of Categorical Data 18
Contingency Tables . 19
Log-Linear 19
Log it . . . . . . . . . . . 22
III. RESEARCH PROCEDURES 23
Identification of Variables 23
Review of Literature •.••.. 25
Development of Conceptual Diagram ....... . 29
Selection of Sample ..... . 29
Preparation of Questionnaire .......•... 30
Determination of Store Attributes and Involvement Level 33
Collection of Data .... 34
Compilation of Data 36
Analysis of Data ....... . 36
Establishment of Market Segment Profiles 40
Study of Relationships ....... . 40
Development of Market Segment Profiles ..... 41
Formulation of Suggestions ... 41
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Chapter Page
IV. FINDINGS AND ANALYSIS 42
Sample Description . 42
Customer Sample
43
Purchase Behavior . . . . 43
Store Attribute Perceptions 43
Lifestyles .......••. 46
Involvement Measures ..... 48
Analysis of Findings ..•...... 55
Comparison of Involvement Measures ...•. 55
Relationship Between Involvement Measures
and Selected Variables ....•.•. 65
Comparison of Involvement Measures to
Purchase Behavior .......... . 71
Association Between Sets of Variables ..... . 74
Establishment of Market Segment Profiles . 79
Selected Findings . . . . . . . . . 84
V. SUMMARY AND RECOMMENDATIONS ..... . 85
Summary of Procedures . . . . . . . 86
Summary of Findings and Conclusions . 87
Implications and Suggestions .. 90
Recommendations for Future Study 92
BIBLIOGRAPHY 94
APPENDIXES . . 109
APPENDIX A - SELECTED MARKETING MODELS . 110
APPENDIX B - SELECTED STATISTICAL MODELS . 117
APPENDIX C - ATTRIBUTES MEASURED IN CONSUMER BEHAVIOR
RESEARCH . . . . . . . . . 120
APPENDIX D - CONCEPTUAL DIAGRAM . . 122
. . . .
APPENDIX E - SURVEYS USED IN STUDY . 124
APPENDIX F - FACTOR ANALYSIS ... 135
APPENDIX G - RESPONSE RATES FOR SURVEYS 137
APPENDIX H - SUMMARY OF NONRESPONDENT DATA . 140
APPENDIX I - SUMMARY OF RETAILERS' DATA 142
APPENDIX J - SUMMARY OF CUSTOMER DATA . 146
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Chapter Page
APPENDIX K - FORMULA FOR MEASURES OF AGREEMENT . 152
APPENDIX L - PERCENTAGES FOR EACH LEVEL OF INVOLVEMENT
IN THE THREE MEASURES . . . . . . . . . • • 154
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LIST OF TABLES
Table Page
I. Factor Analysis of Store Attributes: Rotated
Factor Pattern . . . . . . . . . . 26
II. Cronbach Alpha•s for Results from Factor Analysis . 28
III. Chi-Square Values of Selected Demographics, Store Attri-
butes and Fashion Interest Responses of the
Nonrespondents and Respondents. . . . . . 35
IV. Collapsed Demographic Variables ..... . 37
V. Demographic Characteristics of the Customer Participants 44
VI. Responses Regarding Shopping Frequency and
Clothing Expenditures ......... . 45
VII. Percentages of Responses to the Salient Store Attributes 47
VIII. Mean Ratings for Lifestyle (AlO) Categories . 49
IX. Responses to the Clothing Interest Measure of Involvement . 50
X. Responses to the Fashion Consciousness Measure 53
XI. Responses for Personal Involvement Inventory Measure 54
XII. Semantic Differential Scale Based on Mean Responses
for Personal Involvement Inventory . . . . . . . . 56
XIII. Fit of Eight Log-Linear Models to the Three Different
Measures of Involvement . . . . . . . . . . . . . . 57
XIV. Measures of Agreement for Joint Associations Between
Involvement Measures . . . . . . . . . . . . . . . 60
XV. Misclassification Percentages for Measures of Involvement . 63
XVI. Factor Analysis of Forty-One Questions Used to Measure
Involvement: Rotated Factor Pattern . . . . . . . 64
XVII. Chi-Square Values Based on Legit Analysis of Thirteen
Lifestyle Categories and Three Involvement Measures 66
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Table Page
XVIII. Chi-Square Values Based on Legit Analysis for Eight
Store Attributes and Three Involvement Measures . 68
XIX. Correlation Results and Regression Model Results for Three
Involvement Measures as Affected by Demographics, Store
Attributes and Lifestyle Categories . . . . . . . . • 70
XX. Chi-Square Values Based on Legit Analysis for Shopping
Frequ.ency and the Three Involvement Measures . . . . 72
XXI. Chi-Square Values Based on Logit Analysis for Clothing
Expenditures and Involvement Measures . . . . . . . . 73
XXII. Regression Model Results for Shopping Frequency and Cloth-
ing Expenditures as Affected by Involvement Measures 75
XXIII. Canonical Correlation Analysis for Selected Variables . 76
XXIV. Correlation Coefficients of Selected Variables. . . • 78
XXV. Matrix of Customers Segmented by Levels of Involvement and
Important Store Attributes and Lifestyle Categories . 80
XXVI. Results of Logit and Regression Analyses as Depicted in
Matrix of Customers Segmented by Levels of Involve
ment and Important Store Attributes and Lifestyle
Categories . . . . • • . . . . . . . . . . . . . . 82
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