Light and Heavy Catalog Shoppers of Clothing

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Abstract
Despite the growth of catalog shopping, there is little known about the identity of catalog shoppers. This study attempted to predict and contrast light and heavy catalog shoppers of clothing by fashion opinion leadership, clothing interest, importance of selected clothing attributes, and various demographic variables. The sample consisted of 93 female catalog shoppers from a southwestern state. The researchers hypothesized that catalog usage was a function offashion opinion leadership. Findings confirmed the hypotheses at the. 01 level. Results of discriminant analysis showed that the variables of income, fashion advisor, fiber content and garment care importance were significant at the 05 level in predicting light and heavy catalog usage. Results implied that research findings presently found in the literature regarding fashion opinion leadership and the retail shopper were applicable to the catalog shopper.

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