Profiling male apparel consumers

220 Pages·2007·2.95 MB·English

PROFILING MALE APPAREL CONSUMERS: DEMOGRAPHIC CHARACTERISTICS,
LIFESTYLE, SHOPPING ORIENTATION, PATRONAGE BEHAVIOUR AND SHOPPING
MALL BEHAVIOUR

BY

LUCILLE ZIETSMAN

THESIS PRESENTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE DEGREE OF
MASTER OF CONSUMER SCIENCE (CLOTHING & TEXTILES) AT THE UNIVERSITY OF
STELLENBOSCH

PROMOTERS: PROF EM VISSER & MRS ME VAN DER MERWE

APRIL 2006

STELLENBOSCH
DECLARATION

I, the undersigned, hereby declare that the work contained in this thesis is my own original work and that I
have not previously in its entirety or in part submitted it at any university for a degree.

------------------------------
L. Zietsman

December 2005
ACKNOWLEDGEMENTS

I would like to thank the following people without whom this accomplishment would not have been possible:
• My father and life mentor, Derick Zietsman, for his encouragement, love and support throughout my
studies; and to my stepmother, Ansie Zietsman, who has been an anchor of support, and who taught me
to believe in myself.
• My companion and best friend, Kennett Sinclair, for his immense support, love and understanding during
this research project. Without his continuous sacrifices, this would not have been possible.
• All my friends and family members who supported and encouraged me to see this project through.
• Prof EM Visser and Mrs ME van der Merwe from the University of Stellenbosch for their excellent advice,
guidance, support and motivation. It has been an honour to work under true experts in the field of
Consumer Science.
• Mr SC Boshoff for his advice and evaluation during the development of the questionnaire, as well as for
the statistical analysis and interpretation of the data.
• The University of Stellenbosch, for providing financial assistance for this research project, as well as for
the use of venues during field worker training.
• Mr F Ventura and Mrs E Ratheb from Markham, for the professional manner in which they guided this
research project, as well as for the financial assistance the company provided for the fieldwork
conducted.
• Mrs E Belcher for the language editing of the thesis.
• The Almighty Father who gave me the strength, perseverance and courage to reach this personal goal.
i
ABSTRACT

The retail environment in South Africa is dynamic and complex. The apparel retailing industry
functions within an emergent economic milieu, and the consumers it targets are exposed to various
factors that influence their shopping behaviour. Some of these factors are shopping orientation,
patronage behaviour, lifestyle, and shopping mall behaviour. Male apparel shopping behaviour can
therefore be regarded as a complex phenomenon. The aim of this study was to identify those factors
that influence male apparel shopping behaviour and to determine whether distinct clusters of male
apparel shoppers could be identified.

Theoretical models in the study discipline of Consumer Behaviour were investigated. The information
was synthesised into an expanded conceptual model of variables influencing male apparel shopping
behaviour. The variables that are relevant to this study, include demographic characteristics, lifestyle,
shopping orientation, patronage behaviour, and shopping mall behaviour.

Information for this exploratory study was generated by means of a store-intercept interview. The
questionnaire was based on previous research. Trained fieldworkers conducted the interviews with
297 male apparel shoppers. Eight lifestyle components were identified and labelled as follows:
Apparel oriented lifestyle; Performing arts defined lifestyle; Media oriented lifestyle; Socialising
lifestyle; Sport oriented lifestyle; Published information oriented lifestyle; Relaxing oriented lifestyle as
well as Family/community oriented lifestyle. The three shopping orientation components identified
were labelled Local store patronage; Credit prone, Brand conscious and fashion innovating; as well as
Shopping self-confidence and enjoyment.

Four cluster profiles of male apparel shoppers were formed by means of cluster analysis, according to
the eight lifestyles components and three shopping orientation components, as well as the 11
patronage behaviour items. Demographic characteristics describing each cluster profile completed the
typology of the four male apparel shopper groups. Cluster 1 was the largest (38%) and was labelled
Traditionalists. Its members were classified under Consumer Scope Lifestyle Level 4. Cluster 2 was
labelled Shopping enthusiasts, and its members were classified under Consumer Scope Lifestyle
Level 3; they comprised 19% of the total group. Cluster 3 was the second largest (30%) cluster and
was identified as Dynamics, and its members were classified under Consumer Scope Lifestyle Level
ii
3 and 4. Cluster 4 (13%) was labelled as Laggards, and its members were classified under Consumer
Scope Lifestyle Level 2. It was evident that the male apparel market is not homogeneous and that it
could be clustered into distinct segments of male apparel shoppers with similar characteristics.

The following can be regarded as the main implications for retailers, shopping mall management, and
marketers:
• In order to make retailers’ marketing plan more focused and strategic, marketers could make use
of the proposed expanded conceptual model that provides them with an overall view of variables
influencing male apparel shopping behaviour within a shopping mall environment. The identified
profiles of male apparel shoppers could serve as point of departure when composing marketing
strategies.
• Advertising and promotional campaigns must be versatile in order to cater for the identified cluster
profiles of male apparel consumers.
• Male apparel consumers behave differently within different retail stores and shopping malls.
Retailers and shopping mall management should therefore attempt to understand their
consumers’ needs, wants and, more importantly, prerequisites for patronising their stores and/or
shopping malls.

South African male apparel consumers should not be considered a homogenous group. Further
research should be done across various cultural and ethnic groups, as well as across different gender
and age groups. This study focused only on a few concepts pertaining to male apparel shoppers aged
20-35. As, a result, further research is needed to assess the impact of these variables on a wider
spectrum of apparel consumers, such as males outside this age demarcation, females or teenagers,
and mature shoppers. Recommendations for future research were made which can guide and
encourage further scientific research in the field of apparel shopping behaviour.
iii
OPSOMMING

Suid-Afrika beskik oor ‘n dinamiese en komplekse kleinhandelomgewing. Die klere-
kleinhandelindustrie funksioneer binne ‘n ontwikkelende ekonomiese milieu, en ‘n verskeidenheid
faktore beinvloed die teikenverbruikers se koopgedrag. Sommige van die faktore is koop-oriëntasie,
winkelvoorkeurgedrag, lewenstyl en winkelsentrumgedrag. Mansklerekoopgedrag kan dus as a
komplekse verskynsel beskou word. Die doel van hierdie studie was om die veranderlikes wat
mansklerekoopgedrag beïnvloed te identifiseer, en om te bepaal of die onderskeibare groepe van
mansklereverbruikers geïdentifiseer kan word.

Teoretiese modelle in die studieveld van Verbruikergedrag is bestudeer. Die inligting is verfyn en
verder ontwikkel tot ‘n omvattende konseptuele model van veranderlikes wat mansklerekoopgedrag
beïnvloed. Die veranderlikes relevant vir hierdie studie sluit in: die demografiese eienskappe,
lewenstyl, kooporiëntasie, winkelvoorkeurgedrag, asook winkelsentrumgedrag.

Data vir hierdie verkennende studie is verkry deur respondente in winkels te nader vir ‘n onderhoud
(store intercept interview). Die vraelys is op vorige navorsing gebaseer. Opgeleide veldwerkers het
297 onderhoude gevoer met mansklereverbruikers. Agt lewenstylkomponente is geïdentifiseer en
soos volg benoem: Klere-georiënteerde lewenstyl; Uitvoerende kunste-georënteerde lewenstyl; Media-
georiënteerde lewenstyl; Sosialiserings-georiënteerde lewenstyl; Sport-georiënteerde lewenstyl;
Gepubiseerde informasie-georiënteerde lewenstyl; Ontspannings-georiënteerde lewenstyl asook
Familie/gemeenskaps-georiënteerde lewenstyl. Die drie kooporiëntasie-komponente was benoem as
plaaslike winkelvoorkeuroriëntasie; krediet-geneigdheid, handelsmerk en mode-innoverende
oriëntasie, asook aankoop-selfvertroue en genot-oriëntasie.

Vier groepe profiele van mansklereverbruikers is deur middel van trosanalise gevorm. Die trosanalise
is gedoen op grond van die agt lewenstylkomponente, die drie kooporiëntasie komponente asook die
11 winkelvoorkeurgedrag-items. Die tipering van die vier groepe is afgerond deur die demografiese
eienskappe: Groep 1 was die grootste (38%) en is Traditionalists genoem, en is geklassifiseer as
Consumer Scope Lifestyle Level 4. Groep 2 is Shopping enthusiasts genoem en maak 19% van die
totale groep uit. Hulle is geklassifiseer as Consumer Scope Lifestyle Level 3. Groep 3 was die tweede
grootste (30%) groep en is Dynamics genoem, en is geklassifiseer as Consumer Scope Lifestyle
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Levels 3 en 4. Groep 4 (13%) is Laggards genoem en geklassifiseer as Consumer Scope Lifestyle
Level 2. Dit is dus duidelik dat die mansklere-aankopersmark nie homogeen is nie en dat hulle in
onderskeibare segmente van mansklere-aankopers met ooreenkomstige eienskappe gegroepeer kan
word.

Die volgende kan beskou word as die belangrikste implikasies vir kleinhandelaars,
winkelsentrumbestuur en bemarkers:
• Om kleinhandelaars se bemarkingsplan ‘n meer gefokusde en strategiese wending te gee, kan
hulle gebruik maak van die voorgestelde uitgebreide konseptuele model wat hul van ‘n oorsig
voorsien oor die veranderlikes wat mansklere-aankoopgedrag binne ‘n winkelsentrumomgewing
beïnvloed. Die geïdentifiseerde profiele van mansklere-aankopers kan as vertrekpunt dien
wanneer bemarkingstrategieë saamgestel word.
• Advertensie- en promosieveldtogte moet veelsydig wees om vir die geïdentifiseerde groepe van
mansklereverbruikers of -aankopers te voorsien.
• Mansklereverbruikers toon verskillende soorte gedrag in verskillende kleinhandelwinkels en
winkelsentrums. Kleinhandelaars en winkelsentrumbestuur moet ‘n poging aanwend om hul
verbruikers se behoeftes en begeertes, maar bowenal in hul voorkeurgedrag vir
winkels/winkelsentrums, te voorsien.

Suid-Afrikaanse mansklereverbruikers moet nie as ‘n homogene groep beskou word nie. Verdere
navorsing moet oor verskeie kulturele en etniese groepe heen, asook oor verskillende geslags- en
ouderdomsgroepe, gedoen word. Hierdie studie fokus alleenlik op ‘n paar konsepte wat betrekking het
op mansklereverbruikers tussen 20 en 35 jaar. Gevolglik word verdere navorsing benodig om die
impak van hierdie veranderlikes op ‘n wyer spektrum van verbruikers te beraam, byvoorbeeld mans
buite die ouderdomsperk, vrouens, tienderjariges, en bejaarde verbruikers. Aanbevelings vir
toekomstige navorsing word gemaak wat verdere wetenskaplike navorsing in die studieveld van klere-
aankoopgedrag kan rig en aanmoedig.
v
CONTENTS
PAGE
ABSTRACT………………………………………………………………………………………………………..i
OPSOMMING…………………………………………………………………………………………………….iii
LIST OF TABLES………………………………………………………………………………………………...x
LIST OF FIGURES……………………………………………………………………………………………...xii
LIST OF APPENDICES………………………………………………………………………………………..xiii

CHAPTER 1 – INTRODUCTION

1.1 INTRODUCTION AND MOTIVATION FOR THE STUDY………………………………………………1

1.2 PROBLEM STATEMENT…………………………………………………………………………………...4

1.3 CONCEPTUAL FRAMEWORK…………………………………………………………………………….4

1.4 RESEARCH OBJECTIVES…………………………………………………………………………………4

1.5 DEFINING TERMS RELATED TO THIS STUDY………………………………………………………..6
1.5.1 Apparel (clothes)…………………………………………………………………………………………..6
1.5.2 Apparel consumer…………………………………………………………………………………………6
1.5.3 Browsing……………………………………………………………………………………………………6
1.5.4 Buying/purchasing………………………………………………………………………………………...6
1.5.5 Demographic characteristics…..…………………………………………………………………………7
1.5.6 Lifestyle……………………………………………………………………………………………………..7
1.5.7 Menswear retailer………………………………………………………………………………………….7
1.5.8 Shopping mall behaviour………………………………………………………………………………….7
1.5.9 Shopping orientation………………………………………………………………………………………7
1.5.10 Signature stores…………….……………………………………………………………………………7
1.5.11 Patronage behaviour…………………………………………………………………………………….7
vi
1.6 DELIMITATIONS OF THE SCOPE OF THE STUDY……………..…………………………………….7
1.7 RESEARCH REPORT SEQUENCE………………………………………………………………………8

CHAPTER 2 – LITERATURE REVIEW

2.1 INTRODUCTION…………………………………………………………………………………………….9

2.2 THEORETICAL MODELS…………………………………………………………………………….…….9
2.2.1 Introductory perspectives……………………………………………………………….………9
2.2.2 Engel-Blackwell-Miniard Model of Decision-Process Behaviour………………………….10
2.2.3 Assael’s Model of Store Choice………………………………………………………………11
2.2.4 Darden’s Patronage Model of Consumer Behaviour……………………………….……....13
2.2.5. Du Preez’s Conceptual theoretical framework: A micro-perspective of selected
variables influencing female apparel shopping behaviour……………………………..…14
2.2.6 Expanded conceptual framework: Male apparel shopping behaviour……………….......14

2.3 MALE APPAREL CONSUMERS…………………………………………………………………………16

2.4 DEMOGRAPHIC CHARACTERISTICS OF SOUTH AFRICAN CONSUMERS……….……………21
2.4.1 Population………………………………………………………………………………….……22
2.4.2 First language…………………………………………………………………………………..23
2.4.3 Level of education………………………………………………………………………………24
2.4.4 Occupation and employment………………………………………………………………….25
2.4.5 Monthly income…………………………………………………………………………………27
2.4.6 Socio-economic status…………………………………………………………………………28
2.4.7 Regional area…………………………………………………………………………………...29
2.4.8 Gender…………………………………………………………………………………………..29
2.4.9 Age……………………………………………………………………………………………….31
2.4.10 Marital status…………………………………………………………………………………..33

2.5 SOCIO-CULTURAL CHARACTERISTICS………………………………………………………………34
2.5.1 Culture…………………………………………………………………………………………...34
vii
2.5.2 Lifestyle...………………………………………………………………………………………..36

2.6 SHOPPING ORIENTATION……………………………………………………………………………....44

2.7 PATRONAGE BEHAVIOUR………………………………………………………………………………47

2.8 SHOPPING MALL BEHAVIOUR IN A SOUTH AFRICAN CONTEXT………………………….……51
2.8.1 South African retailing environment…………………………………………………..……..51
2.8.2 History of shopping malls in South Africa…………………………………………………..53
2.8.3 Shopping mall behaviour……………………………………………………………………..54

2.9 CONCLUDING REMARKS………………………………………………………………………………57

CHAPTER 3 – RESEARCH METHODOLOGY

3.1 INTRODUCTION…………………………………………………………………………………………..58

3.2 STORE INTERCEPT RESEARCH METHOD…………………………………………………………..58

3.3 SAMPLE POPULATION…………………………………………………………………………………..60

3.4 SAMPLE SELECTION………………………………………………………………………………….….61

3.5 MEASUREMENT INSTRUMENT…………………………………………………………………….…..63
3.5.1 Development of the questionnaire…………………………………………………………....63
3.5.2. Pilot testing the questionnaire………………………………………………………………..67

3.6 FIELDWORKER TRAINING AND DATA-GATHERING………………………………………………..67
3.6.1 Fieldworker selection and training……………………………………………………………67
3.6.2 Procedure for data-gathering…………………………………………………………………70

3.7 STATISTICAL ANALYSIS…………………………………………………………………………………71