Abstract
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.
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