The children's wear consumer: an investigation of store patronage patterns in the U.S.A.

Abstract

With a 1991 sales volume of over 820 billion. and recent annual sales increases ranging from 3 to 7%. understanding the patronage patterns of the children's wear consumer is becoming increasingly important to apparel retailers. This study. using responses from 953 midwestern households, analysed differences between shoppers and non‐shoppers of seven different types of retail institution: discount store, mass merchandiser, department store, specially store. factory outlet, catalogue order, and used clothing store. Results from t‐tests and logistic regression indicated that appearance. performance and functional factors. as well as marital status, education and income are important determinants of store choice. The results suggest the importance of recognizing the benefits sought by consumers when devising marketing strategies targeted towards the children's wear consumer.