Consumers' store patronage mix by fashion product type and competitive structure analysis among fashion stores by patronage mix behavior

摘要

As consumers' alternatives in fashion store selection increase, they select different store types to purchase different product types. Therefore, the probability of "patronage mix behavir" according to product type increases. Understanding consumers' patronage mix behavior, finding out the determinant attributes of fashion stores for each product type, and analyzing competitive structures among fashion stores are important to retailers and marketers for building successful merchandising and marketing strategies.