This study attempted to contrast catalog buyers versus noncatalog buyers of clothings by attitudes concerning purchase of merchandise, attitudes toward the use of clothing catalog, and socio-demographic variables. The questionnaire was handed to 330 women in age from 18 to 65 yrs, yielding a total sample of 247. The respondents were classified as either catalog buyers numbered 138 or noncatalog buyers numbered 109 if they had or had not placed catalog orders during the past 12 months.
Three factors of attitudes concerning purchase of merchandise, seven socio-demographic characteristics (age, marital status, occupation, education, residential location, family income, clothing expenditures) used as the independent variables in Hayashi's Quantification Model II, which is a multivariate discriminant analysis for qualitative data. Factor 1 (curiosity) and factor 3 (economy) of the attitudes concerning purchase of merchandise, age, education, and occupation were found to be effective variables in discriminating between catalog and noncatalog buyers.
Results of t-test indicated that there were significant differences for 11 of 17 statements of attitudes toward the use of clothing catalog between the two buyers.
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