Employment Orientation of Women as a Market Segmentation Variable for Apparel

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Abstract
The purpose of this study was to refine previously established consumer profiles by investigating the influence offemale consumers' employment orientation on apparel decisions and evaluation of imported apparel. A mailing list of 10,000 female consumers, age 25-44, representing all occupations was purchased from The Lifestyle Selector. A random sample of 1,000 female consumers, ages 25-44, was sent questionnaires, resulting in a 43 % (n = 383) return rate. The use of Multivariate Analysis of Variance indicated that employment orientation significantly influenced apparel decisions and the evaluation of imported apparel. Thefour employment orientation groups (Career-Oriented Working Women, Just-a-Job Working Women, Plan-to-Work Housewives, Stay-at-Home Housewives) differed significantly on apparel decisions and the evaluation of imported apparel. Segmentation by employment orientation refined existing consumer profiles, and results reaffirmed that women's employment orientation is an influencing factor in apparel choices and therefore should be a consideration in target marketing strategies.

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