This study was designed to profile catalog shoppers of apparel and to examine their frequency of shopping. Specifically, it focused on the relative importance of consumers' lifestyle, demographic, and motivational factors in catalog shopping patronage. Data from 680 respondents were analyzed. The data indicated a relationship between consumers who shop for apparel from catalogs and some of the variables included in the study. A multiple regression model indicated that when several variables were considered, the frequent catalog shoppers tended to be older and better educated than infrequent catalog shoppers. They were also more likely to engage in inactive pursuits rather than sports activities and were more likely to perceive convenience as an important factor in their decisions to shop from catalogs than were infrequent catalog shoppers.
Psychology & Marketing – Wiley
Published: Jul 1, 1992
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