Identifying Socioeconomic Factors of Store Choice for Western Clothing Consumers

Various studies have investigated store choice using broad categories of merchandise such as women's apparel. Although useful generalizing from these findings across merchandise lines could be misleading. This study, by focusing on a narrow line of merchandise (western clothing) in investigating store choice, offers retailers a more definitive profile of a distinct market segment. Using CHAID we identified socioeconomic characteristics of consumers who purchase western clothing from five different types of retail establishments. A major finding is that income had the most effect on store choice. Based on the results, managerial implications are discussed.