Market Segmentation of Tuxedo Customers

Abstract

This research project was designed to segment the tuxedo customer market and develop customer profiles. Data were collected by a questionnaire mailed to 266 tuxedo customers. Respondents (n = 90) were segmented as purchasers and renters as well as light and heavy tuxedo users. These customer segments were compared according to their information search patterns, clothing involvement, product characteristics, clothing behaviors, and consumer demographics. Customer profiles were developed, along with applicable marketing implication. This study contributes to research in male consumer behavior.