Consumer Types Based on Evaluative Cri teria Underlying Clothing Decisions¹

The focus of the study was on evaluative criteria underlying clothing decisions of lower and middle socioeconomic level consumers. The objectives were to (1) classify consumers into segments based on evaluative criteria used in making clothing choices and (2) de scribe the resulting segments in terms of product‐ and person‐related life‐style variables. Data were obtained from questionnaires completed by 224 consumers who were mothers of children enrolled in private, government, and church‐supported preschool facilities during the spring, 1973, in Bowling Green, Kentucky. Data were analyzed using factor analysis, multiple discriminant analysis, and multiple classification analysis. Segmentation was effected on the basis of two dimensions underlying evaluative criteria—appearance and practicality‐derived by factor analysis. Resulting segments were labeled as Fashion Advocates, Quality Seekers, Frugal Aesthetes, and Concerned Pragmat ics. Descriptive profiles of the four segments were developed using factor scores for six eval uative criteria, five general‐value, four information‐related, five activity‐interest, and two personality factors plus selected demographic variables.