MALE CONSUMERS’ APPAREL SHOPPING ORIENTATION AS A BASIS FOR MARKET SEGMENTATION

The paper examines male consumers’ shopping orientation and the possibility of its application in market segmentation. The shopping orientation is a complex and multidimensional concept that has received a considerable research attention in the field of consumer behavior. Data were collected using the online survey method. The sample consisted of 101 male respondents of various demographic characteristics. The measurement instrument was highly-structured questionnaire that contained 59 items taken from the existing literature, measuring seven theoretical constructs (trend/ clothing interest/shopping pleasure, price sensitivity, quality orientation, store loyalty, convenient maintenance, shopping planning/rationality, in-store advice-seeking tendency). The data were analyzed using factor analysis, k-means cluster analysis, and Cronbach alpha coefficients. At the end of the paper the empirical results, directions for further research and managerial implications are discussed.