ENGLISH ABSTRACT: The retail environment in South Africa is dynamic and complex. The apparel retailing industryfunctions within an emergent economic milieu, and the consumers it targets are exposed to variousfactors that influence their shopping behaviour. Some of these factors are shopping orientation,patronage behaviour, lifestyle, and shopping mall behaviour. Male apparel shopping behaviour cantherefore be regarded as a complex phenomenon. The aim of this study was to identify those factorsthat influence male apparel shopping behaviour and to determine whether distinct clusters of maleapparel shoppers could be identified.Theoretical models in the study discipline of Consumer Behaviour were investigated. The informationwas synthesised into an expanded conceptual model of variables influencing male apparel shoppingbehaviour. The variables that are relevant to this study, include demographic characteristics, lifestyle,shopping orientation, patronage behaviour, and shopping mall behaviour.Information for this exploratory study was generated by means of a store-intercept interview. Thequestionnaire was based on previous research. Trained fieldworkers conducted the interviews with297 male apparel shoppers. Eight lifestyle components were identified and labelled as follows:Apparel oriented lifestyle; Performing arts defined lifestyle; Media oriented lifestyle; Socialisinglifestyle; Sport oriented lifestyle; Published information oriented lifestyle; Relaxing oriented lifestyle aswell as Family/community oriented lifestyle. The three shopping orientation components identifiedwere labelled Local store patronage; Credit prone, Brand conscious and fashion innovating; as well asShopping self-confidence and enjoyment.Four cluster profiles of male apparel shoppers were formed by means of cluster analysis, according tothe eight lifestyles components and three shopping orientation components, as well as the 11patronage behaviour items. Demographic characteristics describing each cluster profile completed thetypology of the four male apparel shopper groups. Cluster 1 was the largest (38%) and was labelledTraditionalists. Its members were classified under Consumer Scope Lifestyle Level 4. Cluster 2 waslabelled Shopping enthusiasts, and its members were classified under Consumer Scope LifestyleLevel 3; they comprised 19% of the total group. Cluster 3 was the second largest (30%) cluster andwas identified as Dynamics, and its members were classified under Consumer Scope Lifestyle Level 3 and 4. Cluster 4 (13%) was labelled as Laggards, and its members were classified under ConsumerScope Lifestyle Level 2. It was evident that the male apparel market is not homogeneous and that itcould be clustered into distinct segments of male apparel shoppers with similar characteristics.The following can be regarded as the main implications for retailers, shopping mall management, andmarketers:• In order to make retailers’ marketing plan more focused and strategic, marketers could make useof the proposed expanded conceptual model that provides them with an overall view of variablesinfluencing male apparel shopping behaviour within a shopping mall environment. The identifiedprofiles of male apparel shoppers could serve as point of departure when composing marketingstrategies.• Advertising and promotional campaigns must be versatile in order to cater for the identified clusterprofiles of male apparel consumers.• Male apparel consumers behave differently within different retail stores and shopping malls.Retailers and shopping mall management should therefore attempt to understand theirconsumers’ needs, wants and, more importantly, prerequisites for patronising their stores and/orshopping malls.South African male apparel consumers should not be considered a homogenous group. Furtherresearch should be done across various cultural and ethnic groups, as well as across different genderand age groups. This study focused only on a few concepts pertaining to male apparel shoppers aged20-35. As, a result, further research is needed to assess the impact of these variables on a widerspectrum of apparel consumers, such as males outside this age demarcation, females or teenagers,and mature shoppers. Recommendations for future research were made which can guide andencourage further scientific research in the field of apparel shopping behaviour.
