Graduate Thesis Or Dissertation
 

Congruency between self-concept and store image within an elderly apparel consumer population

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  • The purpose of the present study was to test the selfconcept and store image congruency theory with an elderly population. The self-concept and store image congruency theory predicts that individuals patronize stores that they perceive as having an image similar to their own self-concept (Martineau, 1958). The present study specifically investigated the congruency between self-concept and the store image components of merchandise assortment (sizes and styles offered), fashion image and sales service (degree of courtesy, efficiency and knowledge of clothing). The present study examined whether congruency between self-concept and store image was related to the respondents' store patronage behavior. A sample of 70 individuals was obtained from the Salem Senior Center, an activity center for individuals older than 55 years of age. The Salem Senior Center is located in Salem, Oregon. Respondents completed a self-administered questionnaire. The statistical procedures used to analyze the data included descriptive statistics, Pearson-Product Moment correlations, and one-way analyses of variance (ANOVAs). As hypothesized, a positive relationship did exist between the sample's perceived clothing needs regarding clothing fit and the merchandise assortment regarding styles and size range offered at the patronized store. The respondents indicated that they patronized stores which had styles and size ranges which accommodate their perceived clothing needs. The respondents also indicated that they patronized stores that had salespeople with similar degrees of courtesy, efficiency and knowledge of clothing as the respondent. Contrary to prediction, no relationship existed between the respondent's fashion image of self and the fashion image of the store he/she patronized. The elderly in the present sample did not patronize stores which had a fashion image similar to the fashion image the respondent had of himself/herself. This finding may be related to the fact that the respondents held a low fashion image of themselves. They were not very interested in keeping up with the current fashions. Self-concept and store image variables were investigated by the demographic variables of age and income. The present sample of elderly were found to be homogeneous. No significant differences were found in their self-concept or store image by age or income. Additional analyses tested for significant differences in self-concept and store image variables by store type patronized. Again, the sample was found to be homogeneous. Regardless of store type patronized for apparel (department store, specialty store or discount store), all respondents had similar self-concepts and store images. The results of the present study partially support the findings of previous researchers (Dornoff & Tatham, 1972; Grubb & Grathwohl, 1967; Mason & Mayer, 1970; Stern, Bush & Hair, 1977). These previously cited researchers have all found evidence that consumers patronize stores that have images similar to their own self-concept.
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