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College Students' Apparel Shopping Orientation Changes In Relations To Life Events, Yang He

LSU Master's Theses

Apparel shopping orientation studies usually focus on categorizing shoppers into different segments based on individuals’ characteristics. This study presents changes in college students’ apparel shopping orientation, which result from experienced and anticipated life events and lead to store and brand preference changes in retail patronage context. Graduation serves as a milestone of life event leading to role transition in a college student’s life. The experienced and anticipated life events around graduation create new consumption needs that demand readjustment. Graduating college students are likely to change their store and brand preferences since they attempt to change their apparel shopping orientation due …