Doctoral Dissertations

Date of Award

12-1986

Degree Type

Dissertation

Degree Name

Doctor of Philosophy

Major

Human Ecology

Major Professor

Imogene M. Ford

Committee Members

Mary Frances Drake, Mark Hector, Cecil Carter Jr.

Abstract

The purpose of this study was to determine the types of information sought from market and nonmarket sources and the influence of these information sources on the purchase of clothing for young, single adults.

A random sample of 2,500 single female and male consumers, ages 20-35, were sent questionnaires resulting in a 41.8 percent (n = 1044) return rate, with 36.2 percent (904) usable for analyses.

A five point Likert scale was used to examine the degree of use and influence of market and nonmarket sources of information (depen dent variables). Factor Analysis using the Principal Components Method of Varimax Rotation was performed on the dependent variables to: (a) determine which variables were related to each other, and (b) provide a means for reducing the large number of variables into related groups. Based on the Factor Analyses, Analyses of Variance were performed using the demographic variables.

Findings indicated information sources used the most by this sample of young, single adults regarding clothing included: clothing and window displays, newspaper and TV advertisements, female and male friends, female work associates and sisters. Their clothing purchase decisions were influenced the most by: clothing and window displays, newspaper and TV advertisements, female and male friends, and mothers and sisters.

Males and females varied in their use and influence of information sources with females using and being more influenced by these sources. The results indicated that young, single adults looked to individuals of their own sex for clothing purchase information more than they did the opposite sex.

Young, single adults with occupations which tend to be male dominated did not use and were not influenced by female information sources. While those in traditionally female occupations used and were influenced more by females.

The findings of this study show that reference groups such as friends of the same sex, colleagues, and family are an important part of the evaluative criteria used by young, single adults in clothing purchase decisions. Based on the findings of this study a better understanding of the young, single adult's informational requirements can be made such that marketers can utilize specific media sources to their fullest.

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