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The Investigation Of Product Involvement In Shopping Behaviors Among Male College Students, Jung-Im Seo, Grace W. Namwamba
The Investigation Of Product Involvement In Shopping Behaviors Among Male College Students, Jung-Im Seo, Grace W. Namwamba
Atlantic Marketing Journal
We investigated the clothing shopping behaviors of male college students. This study is significant because there is limited published research on the shopping behavior of male college students in the area of two correlative product involvement and store type and yet, there is a large increase in market share of male apparel products. Male college students (n=285) were surveyed via questionnaire. MANOVA and ANOVA were used to analyze the data. This research revealed that male college students are highly concerned about their physical appearance and clothing. The findings of this study demonstrate that male college students have unique …