Shopping expectations - Gallup Organization Inc.'s study of consumer behavior in men's clothing stores - AM: Special Supplement

Discount Store News, March 4, 1991

Shopping expectations

* With "caution" the consumer credo, and even the Federal Reserve calling the current economic state recessionary, it is critical that retailers understand their men's wear customers.

Merchants certainly need the ability to predict--or at least make an educated guess at--which fashions will lure the buying public into their stores. But in a world that continues to grow more competitive, they've also got to understand what consumers like and dislike about shopping in general.

What motivates specialty store shoppers to make their purchases in these outlets? What do men's wear customers find compelling about the mass merchants?

Abundant apparel selections attract most men's clothing customers to the stores they most often frequent, according to an exclusive study by the Gallup Organization for Apparel Merchandising. More than 36% of the 1,007 men and women who participated in the survey say the quality of assortments bring them into their stores of choice.

However, among those who most often shop for men's wear at discount stores, price--this won't come as a surprise to Sam Walton--is the number one response. Nearly 77% of those who usually purchase men's wear in discount stores say that they do so because they believe these outlets offer the best prices.

Only 24% of the department store customers--the largest group of men's wear buyers, according to the study--shop at these operations because they believe department store prices are the best.

Price is definitely not what draws specialty store customers. Less than 10% of this group say that they shop in these operations because of price. Rather, it is quality of assortments that attracts the specialty store shopper.

* More than 54% of those who claim that they usually buy men's wear at specialty stores cite the merchandise mix as the reason that they shop there. About 39% of the self-proclaimed department store shoppers answer in kind, while 33% of the Sears customers say selection is the draw. Near 40% of those queried who usually shop in off-price operations say they do so because of the assortments. Only 9% of discount store customers mention selection as the draw.

This doesn't mean that discount stores' efforts to revamp their apparel areas are wasted, although the results do suggest that the current discount store consumer would be much more apt to buy fashion, as it's said in the market, "at a price."

Price and selection play obvious roles in attracting shoppers. So, apparently, do brands. Approximately 55% of the survey participants "always" or "usually" buy brand-name items.

Amateur apparel psychologists have often speculated that the follow-the-leader mentality of many young people leads to the fashion trends or popularity of the label-of-the-moment. It may be inferred from the result of the study that this view is correct. According to the report, 77% of those in the 18-to-24 age group always or usually buy brands. By comparison, 53% of the baby boomers, 25-to-40-year-olds, are apt to buy brands.

In terms of income, participants in households generating $40,000 or more annually are most likely to buy brands. A total of 63% say they always or usually buy branded goods. About 54% and 52% of those with earnings of $20,000 to $39,000 and below $20,000 a year, respectively, claim to always or usually pick up a label when they shop for men's wear.

On a regional basis, it is shoppers in the South who are most likely to purchase branded men's wear; 57% in this group always or usually buy brands. In the Midwest, 55% say they always or usually seek the labels, while 53% in the East and West are likely to buy branded merchandise.

Well-known labels, stylish merchandise, and price tags influence consumer decisions, but once inside the store, what aspects of customer service are applauded by men's wear shoppers?

Interestingly, self-service, the modus operandi of the discount store, is judged important by a large percentage of respondents. It is most appealing to 18-to-24-year-olds, as 77% of this group say it is "very" or "somewhat" important that they are able to shop without assistance from salespeople.

These results are in a sense ironic. Although this group embraces the self-service concept, the study shows that its members are least likely to make their men's wear purchases at discount stores. Only 6% mention these types of outlets as the places they most often shop for men's apparel.

It must be noted, however, that the younger respondents don't stand alone. Nearly 68% of the total men and 67% of all the women surveyed say it is important to be able to shop without assistance. About 70% of the shoppers that are 25 to 40 believe self-service is important.

In terms of income, being able to shop without assistance is least crucial to those in $40,000-plus households. Nevertheless, 61% in this group still say it is important that they are able to find merchandise themselves. A total of 69% in the $20,000-to-$39,999 group and 75% in the under-$20,000 income sample agree.