THE MALE FASHION CONSUMER: AN ANALYSIS OF FASHION INVOLVEMENT AND RETAIL PATRONAGE DETERMINANTS
Abstract
The objective of the dissertation research was to profile adult male fashion involvement; to measure determinants of patronage for a major metropolitan marketplace; and to relate adult male fashion involvement to retail shopping behavior. The research methodology involved the development and administration of an eight-page questionnaire to 1,025 adult male heads of households in the Toronto, Ontario, Canada Census Metropolitan Area. Data analysis procedures included cross-classification analysis, correlation analysis, multiple stepwise regression analysis, factor analysis, and multiple discriminant analysis. The research findings demonstrate that measurable differences exist in the levels of fashion involvement of adult males and that highly fashion involved men can be differentiated from others on a variety of behavioral and other dimensions. The findings further demonstrate that high fashion involved shoppers hold distinctly different impressions of retailers compared to mass market consumers and that these differences have practical and theoretical implications for marketing.
Degree
Ph.D.
Subject Area
Business community
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