Career orientation and the effects of lifestyle characteristics and consumer preferences in purchasing insulated apparel

The purpose of this study was to investigate the influence of career orientation on lifestyle characteristics and consumer preferences in purchaing insulated jackets and gloves. A random sample of 744 respondents returned "hand tag" questionnaires attached to insulated apparel in eight East Tennessee retail stores. The return rate was better than fifteen percent.

The data were analyzed statistically by principal components factor analysis with Varimax rotation, analysis of variance, chi-square, frequency distributions, and Mantel - Haenszel chi-square. A S.A.S. computer program for principal components method of factor analysis with Varimax rotation was used. The Null hypotheses were;

1. There is no difference between career orientation categories and demographic variables.

2. There is no difference between career orientation categories and lifestyle of the respondents.

3. There is no difference between career orientation categories and type of store where insulated garments are purchased.

4. There is no difference between career orientation categories and type of insulation purchased.

5. There is no difference between career orientation categories and criteria for selecting the insulated garments.

The first three of the hypotheses were rejected and the remaining two were accepted. In purchasing garments, most consumers utilized the same criteria for selection. The consumers looked for comfort, washability, price and style, and product characteristics.

The lifestyle variable was broken into six categories by factor analysis: 1) "Outdoorsmen," 2) "Passives," 3) "Sports Actives," 4) "Loners," 5) "Culturals," and 6) "Hi-techs." The largest group were "Passives," 47% of whom do not work. The "Culturals" were the most career-oriented and the "Passives" were the least career-oriented.

The respondents' career orientation differed by demographics. More women purchased the items, but more men actually wore the garments. Also, the majority of males were working full-time and felt their job was a career. Fewer females than males were working full-time, and more women than men felt their work was a job. Separated or divorced respondents seemed to be the most career-oriented. Additionally, married respondents appeared to be very career-oriented, whereas single respondents mostly were not working but planned to work. However, it should be noted that the majority of the sample were students (12%). Education levels strongly influenced how respondents felt about their work. Generally, career orientation increased with education. Additionally, the largest group making up the sample were students, 911 of whom plan to work and none felt they had a career. Following students were housewives, with 80% not planning to work.

The majority of garments were purchased at Proffitts, followed by J.C. Penney, Watson's, and finally, Walmart. The majority of the Proffitts', Penney's, and Watson's customers were working and predominately felt their work was a career. But, the majority of Walmart customers were not working. However, Watson's and Proffitts' customers were the most career-oriented.

Most consumers purchased jackets (72%) and gloves (23%). The primary insulations purchased were Polyester Fiberfill (38%), Thinsulate (16%), Polarfleece (13%), Thermolite (8%), Sherpa (7%), Goose Down (6%), and Hollofil (3%). Regardless of career orientation. Polyester Fiberfill remained the overwhelming insulation of choice. However, it should be pointed out that not all the stores had the same number of items tagged, and not all the insulations had the same number of items tagged.