| Abstract: | Consumer discount store patronage preferences for apparel are investigated using the concept of perceived risk. Apparel items are assigned a type and level of risk: low social, low economic; high social, low economic; and high social, high economic. Females (N=222) responding to a mail survey rate their willingness to purchase each item in a discount store on a scale ofprefer to buy, may buy, ornever buy. Results suggest that consumer preference for purchasing in discount stores declines more sharply when economic risk increases than when social risk increases.Teresa A. Summers is Associate Professor of the School of Human Ecology, Textiles, Apparel Design and Merchandising at Louisiana State University, Baton Rouge, LA 70803. She received her Ph.D. from Texas Woman's University. Her research interest includes rural/urban consumer responses to changes in the marketplace.Frances C. Lawrence is Professor of the School of Human Ecology, Family, Child, and Consumer Sciences at Louisiana State University, Baton Rouge, LA 70803. She received her Ph.D. from Florida State University. Her research interests include family financial decision-making and family time use.Janice L. Haynes is Assistant Professor of the School of Human Ecology, Textiles, Apparel Design and Merchandising at Louisiana State University, Baton Rouge, LA 70803. She received her Ph.D. from Texas Woman's University. Her research interest includes retail patronage of specialized consumer market segments.Patricia J. Wozniak is Associate Professor of the Department of Experimental Statistics at Louisiana State University, Baton Rouge, LA 70803. She received her Ph.D. from the University of Wisconsin-Milwaukee. Her research interests include survey methodology and rural families. |
