ABSTRACT

The highly competitive male apparel consumer market is growing rapidly and significantly contributes to the billion-rand apparel industry. However, there is a dearth of research on this important and growing market segment. This study explores the lifestyle, shopping orientation a nd patronage behaviour of male apparel consumers, as well as their shopping mall behaviour. A mall intercept method (n = 297) was used to collect the raw data. Cluster analysis used demographics, eight lifestyle factors, three shopping orientation factors and patronage behaviour as input variables. Four clusters were identified, namely the traditionalists (38%), the shopping enthusiasts (19%), the dynamics ...

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