Differences in interpersonal and impersonal influences on clothing brand status consumption across different population groups

Abstract

This empirical study investigated how interpersonal influences (normative receptiveness and informative influences) and impersonal influences differ across different population groups in terms of status consumption of clothing brands. The theory of consumer socialisation directed the study and was used to describe consumers’ susceptibility to interpersonal and impersonal influences by encompassing its two major components: the learning processes and socialisation agents. The interpersonal influences, normative receptiveness and informative influences together with the impersonal influences were included in the conceptual framework and hypotheses. The theory of consumer socialisation was selected as it provides a suitable framework to explain how consumers are socialised over time through interpersonal and impersonal agents so that they come to prefer or purchase certain products such as status clothing brands. A survey research design was followed. Data were collected with a structured self-administered questionnaire, developed from existing scales. Non-probability sampling techniques, convenience and quota sampling were used to include an appropriate sample size. Trained field workers distributed the questionnaire to the target population in suburbs in Tshwane. A total of 1014 (N=1014) usable questionnaires were completed. The sample consisted of males and females living in Tshwane, 19 years and older from all population groups. The data were captured and coded and then analysed with the help of a statistician who made use of descriptive and inferential statistics. The EFA retained three factors: normative receptiveness, impersonal influences and informative influences. The results from the CFA confirmed that the measurement model fit was good. Subsequently, GLMs were performed to assess if differences exist in interpersonal and impersonal influences across the different population groups’ status consumption of clothing brands. The findings showed that normative receptiveness, informative and impersonal influences had a statistically significant effect on the status consumption of clothing brands. From the three independent factors, normative receptiveness had the greatest effect on status consumption and showed significant difference across population groups when factoring in gender, education, age and income into the GLM models. Impersonal influences showed minor significant differences across population groups’ status consumption when gender was considered in the GLM model. Even though informative influences affected status consumption, no significant differences could be found across the different population groups when factoring in demographic factors. Findings can be useful for retailers and marketers to direct their market segmentation strategies and target consumers who would engage in status consumption. Normative receptiveness elements such as word of mouth from reference groups and social comparison in advertisements can add value to clothing brands’ campaigns.

Hierdie empiriese studie ondersoek of invloed interpersoonlike invloede (normatiewe ontvanklikheid en informasie invloede) en onpersoonlike invloede verskil oor verskillende bevolkingsgroepe in heem in terme van statusverbruik van klere-handelsmerke. Verbruikersosialiserings teorie het die studie gerig en is gebruik om verbruikers se ontvanklikheid vir interpersoonlike en onpersoonlike invloede te beskryf, deur die twee hoofkomponente die leerprosesse en sosialisering agente te inkorporeer. Die interpersoonlike invloede, normatiewe en informatiewe invloede, saam met die onpersoonlike invloede is in die konseptuele raamwerk en hipoteses ingesluit. Die teorie verbruikersosialisering is gekies aangesien dit 'n geskikte raamwerk verskaf om te verduidelik hoe verbruikers deur interpersoonlike en onpersoonlike agente gesosialiseer word met verloop van tyd om bepaalde produkte te verkies of te koop soos status klere-handelsmerke. ’n Opname navorsingsontwerp is gevolg. Data is met behulp van 'n gestruktureerde selfgeadministreerde vraelys ingesamel. Die vraelys is ontwikkel uit bestaande skale. Niewaarskynlikheid steekproeftegnieke, gerief en kwota, is gebruik om 'n geskikte grootte steekproef in te sluit. Opgeleide veldwerkers het die vraelys aan die teikenpopulasie in voorstede van Tshwane versprei. ‘n Totaal van 1014 (N = 1014) bruikbare vraelyste is voltooi. Die steekproef het uit mans en vroue, 19 jaar en ouer van alle bevolkingsgroepe, woonagtig in Tshwane, bestaan. Data is vasgelê en gekodeer waarna analises/ontledings met behulp van 'n statistikus gedoen is. Die statistikus het van beskrywende en inferensiële statistiek gebruik gemaak. Die EFA het drie faktore: behou naamlik, normatiewe ontvanklikheid, onpersoonlike invloede en informatiewe invloede. Die resultate van die CFA bevestig dat die meting model se passing goed was. Daarna is GLMs uitgevoer om te bepaal of daar verskille in interpersoonlike en onpersoonlike invloede oor die verskillende bevolkingsgroepe se statusverbruik van klerehandelsmerke bestaan. Die bevindinge het getoon dat normatiewe ontvanklikheid, informatiewe en onpersoonlike invloede 'n statisties beduidende effek op die statusverbruik van klere-handelsmerke gehad het. Van die drie onafhanklike faktore, het normatiewe ontvanklikheid die grootste invloed op statusverbruik gehad en toon ook beduidende verskil oor bevolkingsgroepe wanneer geslag, onderwys, ouderdom en inkomste in die GLM modelle ingebring is. Onpersoonlike invloede toon geringe beduidende verskille oor bevolkingsgroepe se statusverbruik wanneer geslag in die GLM model ingebring is. Selfs al het informatiewe invloede ‘n invloed op verskillende bevolkingsgroepe se statusverbruik was daar geen betekenisvolle verskille gevind wanneer demografiese faktore ingesluit is nie. Bevindinge kan nuttig wees vir kleinhandelaars en bemarkers om hul marksegmentasie strategieë te rig en om spesifieke teikenverbruikers wat statusverbruikers is te bereik. Normatiewe ontvanklikheid elemente soos mondelingse oordrag van inligting deur verwysingsgroepe en sosiale vergelyking in advertensies kan waarde tot klere handelsmerke veldtogte voeg.