Segmentation of female apparel market through consumer decision-making styles.


Creative Commons License

Yıldırım S., Aydın K., USTAAHMETOĞLU E.

Balkan Journal of Social Science, vol.5, no.9, pp.115-130, 2016 (Peer-Reviewed Journal)

  • Publication Type: Article / Article
  • Volume: 5 Issue: 9
  • Publication Date: 2016
  • Journal Name: Balkan Journal of Social Science
  • Journal Indexes: Business Source Elite
  • Page Numbers: pp.115-130

Abstract

The buying behavior of consumer is quite complex process to understand clearly. Being the key factor of the marketing strategies, analyzing the buying behavior has a critical importance for businesses. In this concept, consumer decision-making style inventory(CSI) of Kendall and Splores(1986) has been an useful tool for both businesses and academics to understand consumer’s buying behavior. The market of female ready-made clothing is in a quite growing trend todays. So this big market has a great competition and businesses try to catch consumer and make them loyal for their brand. But businesses should know how female consumers make buying decision and what kinds of buying behavior female consumers have in general in ready-made clothing market. With this study, it was purposed to determine female decision-making styles in ready-made clothing products. To achieve this purpose, a survey was designed including the scale of CSI with 40-items  was adapted  for ready-made clothing.  Then this survey was implemented to the consumers that visiting with Outlet Center “ face to face” method in Kocaeli,Turkey. 390 survey forms were collected as suitable for analysis. The data was analyzed in SPSS 21. There were factor analysis and correlation analysis that we concluded results from these analyses.