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Selected Social Factors and the Clothing Buying Behaviour Patterns of Black College Consumers

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The purpose of this research was to examine the influence of selected social factors on the clothing buying behaviour patterns of black college consumers. The sample consisted of 333 students from two US universities. Results showed that social participation was significantly related to store patronage. No difference was found in patronage behaviour for the variables of reference group, social involvement, fashion involvement, clothing benefits sought, and social environment. In addition, social involvement, fashion involvement and clothing benefits sought were significantly related to time/frequency of clothing purchases. Results suggest implications for future research and retail stores.

Keywords: Buying behaviour; black college consumers; clothing buying; consumer behaviour; social influence factors

Document Type: Research Article


Affiliations: 1: Department of Consumer Science University of Wisconsin-Madison Wisconsin USA 2: American InterContinental University Atlanta Georgia USA 3: Department of Apparel, Housing, and Resource Management Virginia Tech Blacksburg Virginia USA 4: Howard University Washington, DC USA

Publication date: October 1, 2004

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