Examining the role of various psychographic characteristics in apparel store selection: a study on Indian youth

Purpose – The current study aims to identify the role of psychographic characteristics in apparel store selection among Indian youth of a tier‐II city. Design/methodology/approach – The research instrument was based on focus group discussions and in‐depth interviews of young people and retailers. It consisted of a psychographic scale and a store scale. Data were collected from young students aged between 19 and 24 years. Findings – Cluster analysis found four psychographic clusters: “Get Going Adopters”, “Disinterested Introverts”, “Confused Followers” and “Independent Life Lovers”, and the differences between these segments were found to be statistically significant. The findings suggest that “Independent Life Lovers’ consider apparel shopping to be a recreational activity, whereas “Get Going Adopters” prefer to spend less time in stores; both these segments were driven by layout, ambience and the availability of the latest designs and styles in apparel store selection. “Confused Followers”, who struggle to maintain their old dress style, consider convenience, entertainment and recommendations from friends/relatives to be important in store patronage, while “Disinterested Introverts”, the fashion‐resistant group, are lured by attractive sales promotion techniques and the availability of preferred brands. Research limitations/implications – The study was confined to the city of Lucknow, and the use of students from educational institutes neglects those who are college and school dropouts. Practical implications – The current study provides valuable insights into the apparel store selection criteria adopted by Indian youth. Originality/value – Knowledge of the different psychographic clusters of Indian youth and the criteria adopted by them in making store choice decision encourages a better understanding of customers and provides valuable guidelines to the modern marketer/retailer in designing the retail‐mix strategy in one of the fastest growing economies in the world.