Shopping orientation and retail mix adaptation variables : in the local male clothing sector

Abstract

The purpose of this study is to analyse and identify the main male shopping orientation or orientations when buying clothes and the retail mix variables which may be adapted to better cater for the varying orientations. This study was carried out through the use of both primary and secondary data. Primary data was collected through physical observation, focus groups and a questionnaire that was distributed via the university mailing system. The findings obtained from this study predominately reflect utilitarian shopping orientation amongst male university students. In the case of sportswear however, a hedonic orientation was also indicated. Although literature findings indicate that across all ages the male shopper is a task orientated buyer research also indicates that millennial male is becoming more hedonic when purchasing clothes. The study also identified that males consider location and merchandise assortment as the two most important retail mix variables from all the variables in the retail mix. This exploratory study aims at identifying the most important retail mix variables with the aim of better targeting local male customers in the retail clothing sector.