Consumer typologies based on benefits sought : an application of benefit segmentation to an insulated apparel study

Prior research using benefit segmentation has focused on packaged goods and services and not on apparel products. What is lacking in the research are attempts to understand how benefits are combined in the apparel decision making process and how benefit segmentation can be used as a marketing strategy in the apparel industry. More importantly, there is a lack of research utilizing benefit segmentation with specific apparel that is actually purchased by the consumer. In considering the relevance of benefit segmentation to theory and practice in retailing, and in noting the lack of research studies concerning apparel and benefit segmentation, continuing investigation as represented in this study is needed to further the current knowledge of benefit segmentation. The study aids marketers in: (1) examining benefit segmentation as a method of segmenting consumers of insulated apparel, and (2) developing the profiles of segments in terms of benefits sought, demographics, consumer information environment, and lifestyle. Data from 474 consumers were obtained from "hang tag" questionnaires attached to insulated garments. After purchasing the insulated apparel, consumers returned the attached questionnaire for a gift of a dollar. Eight regional retail stores participated in the study. The data were analyzed statistically by Principle Components Analysis (PGA), K-Means cluster analysis and Chi-Square Analysis. Split half techniques and Cronbach's Alpha were used as reliability checks. Segmentation was effected on the basis of benefits sought- insulation performance, practical cues and risk aversion- derived by factor analysis. Cluster analysis produced consumer segments which were labeled as Performance Directed, Utilitarian Oriented, and Confidence Seekers and Overall Influentials. Descriptive profiles of the four segments were developed using factor scores from sixteen insulated apparel benefits, lifestyle variable interests, information concerning media habits, plus selected demographic variables. The results indicate that benefit-based cluster solutions can provide important strategic implications for understanding and influencing consumers of insulated apparel. Marketing implications for the resulting segments of insulated apparel consumers are proposed.