Apparel Selection by Employed Women: A Typology of Information Search Patterns

Abstract

The purposes of this study were: 1) to identify segments of employed women purchasers of apparel who display different information search patterns; and 2) to examine the relationship between information search patterns and consumer, product, situational, and market characteristics. Data from a national random sample of 1034 employed women were analyzed. Using a Principal Components Factor Analysis of information search activities, five factors were extracted and labeled: Print-Oriented, Audio-Visual Oriented, Store Intensive, Professional Advice, and Pal Advice Searchers. Based on the highly significant F-tests for each search pattern, it was concluded that employed female consumers' patterns of search for information to use in apparel selection were influenced by characteristics of the consumer, product, and situation, but not the market. By developing profiles of each search pattern, the research provided a basis for theorizing about the determinants of search strategies among apparel consumers. Three broad sets of implications were examined based on the findings of the study. Marketing strategies for the five information search segments are provided.