The Fashion Conscious Mall Shopper: An Exploratory Study
Marketing Management Journal
This paper models the relationship between the variables of fashion consciousness, price consciousness, variety seeking, comparison shopping, and attitude towards shopping. A mall intercept study found that those mall shoppers who are fashion conscious are also price conscious, have a positive attitude towards shopping, are variety seekers, and engage in comparison shopping. The results suggest that fashion conscious mall shoppers differ significantly from those mall shoppers who are not as fashion conscious. The implications for mall and retail managers are discussed.
Iyer, Rajesh, Jacqueline K. Eastman.
"The Fashion Conscious Mall Shopper: An Exploratory Study."
Marketing Management Journal, 20 (2): 42-53.