Clustering Consumers Through their Consumption Behavior: Analysis on the Fashion Industry

Andreea-Ionela Puiu ()
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Andreea-Ionela Puiu: Bucharest University of Economic Studies, Romania

Management and Economics Review, 2020, vol. 5, issue 1, 23-32

Abstract: The actual paper aimed to confirm the validity of the consumer styles inventory scale, developed by Sproles and Kendall (1986) on people aged 18-45 years based on their consumption behaviour when it comes to the clothing industry. In this respect, I applied the consumer styles inventory scale on individuals from the Romanian space aged 18-45 years, the responses being collected via online platforms. To the gathered data were applied, in the first part, an exploratory analysis, followed by confirmatory factor analysis. In the second part, the K-means cluster analysis was used to segment individuals in distinct groups based on their demographic characteristics and their financial involvement in purchasing fashion items. The output of the k-means cluster analysis distinguished eight segments of consumers defined as: casual consumer, quality-seeker consumer, irrational consumer, indifferent consumer, habitual consumer, occasional consumer, fashion consciousness consumer and passive consumer.

Keywords: cluster analysis; consumer behaviour; consumer styles inventory; fashion industry. (search for similar items in EconPapers)
JEL-codes: C38 D12 D90 L67 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:rom:merase:v:5:y:2020:i:1:p:23-32

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