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Clustering Consumers Through their Consumption Behavior: Analysis on the Fashion Industry

Author

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  • Andreea-Ionela PUIU

    (Bucharest University of Economic Studies, Romania)

Abstract

The actual paper aimed to confirm the validity of the consumer styles inventory scale, developed by Sproles and Kendall (1986) on people aged 18-45 years based on their consumption behaviour when it comes to the clothing industry. In this respect, I applied the consumer styles inventory scale on individuals from the Romanian space aged 18-45 years, the responses being collected via online platforms. To the gathered data were applied, in the first part, an exploratory analysis, followed by confirmatory factor analysis. In the second part, the K-means cluster analysis was used to segment individuals in distinct groups based on their demographic characteristics and their financial involvement in purchasing fashion items. The output of the k-means cluster analysis distinguished eight segments of consumers defined as: casual consumer, quality-seeker consumer, irrational consumer, indifferent consumer, habitual consumer, occasional consumer, fashion consciousness consumer and passive consumer.

Suggested Citation

  • Andreea-Ionela PUIU, 2020. "Clustering Consumers Through their Consumption Behavior: Analysis on the Fashion Industry," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 5(1), pages 23-32, June.
    • Handle: RePEc:rom:merase:v:5:y:2020:i:1:p:23-32
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    References listed on IDEAS

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    1. Rosseel, Yves, 2012. "lavaan: An R Package for Structural Equation Modeling," Journal of Statistical Software, Foundation for Open Access Statistics, vol. 48(i02).
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    More about this item

    Keywords

    cluster analysis; consumer behaviour; consumer styles inventory; fashion industry.;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D90 - Microeconomics - - Micro-Based Behavioral Economics - - - General
    • C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis
    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment

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