Abstract
Shopping Orientations for Apparel: A Research on Female Consumers in Adana
Women are an important target market for companies because of the increased spending power. The purpose of this study is to compare shopping orientations of female consumers for clothing by age and income groups. Shopping orientations included are quality/brand, price, recreational, convenience, social and fashion-consciousness. Participants were 540 female consumers living in Adana. Participants completed the modified version of Yu and Zhou (2009) and Cho and Workman (2013) shopping orientations scale. In addition, demographic questions and some questions in relation to shopping frequency and expenditures were asked to the participants. Significant differences were found among age and income groups in relation to shopping orientations. Discussion and implications address how apparel marketers might interpret the different shopping orientations.
Keywords
Shopping, Orientations, Female consumers, Apparel, Expenditures.
