Marketing strategies of home-based custom clothiers who were members of the Professional Association of Custom Clothiers, Oregon Chapter Public Deposited

http://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/j9602378n

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  • The purpose of this study was to investigate the marketing strategies of custom clothing home-based business owners by identifying selected demographic characteristics, general business information, marketing strategies, and current and potential future marketing support from members who were custom clothier home-based business owners affiliated with the Professional Association of Custom Clothiers in the Oregon Chapter. The PACC is an organization developed to assist custom clothier home-based businesses and commercial businesses that are in fields associated with the sewing industry. There is limited research developed exploring areas focused on the marketing of custom clothier home-based businesses. The custom clothier home-based business owner acts as the research and development manager, production manager, and accountant as well as the marketer of the business Therefore, as concluded in previous studies the examination of the marketing strategies used by custom clothiers and any marketing support offered by professional organizations that assist home-based businesses, required further investigation. A self-administered mail survey questionnaire was mailed to all members of the PACC organization in order to collect data for this study. Only members who owned a custom clothier home-based business were asked to participate. The data from 45 of the returned questionnaires were identified as useable and analyzed using a Statistical Analysis System (SAS) version 7. Percents and frequencies were used to analyze the demographic characteristics, marketing strategies, and current and potential future marketing support from the PACC organization. Eighty percent of the respondents had been members of the PACC organization for three years or more. The greatest percentage of the respondents (13.33%) had owned their custom clothier business for 12 years. The majority of the respondents contribute fifty percent or less of the total household income. The respondents in the survey confirmed that word-of-mouth communication was the most effective method of promotion for the custom clothier home-based business owner. Networking was the most beneficial item of marketing support the respondents derive from membership in the PACC organization. A Likert Scale with the endpoints of "Very Beneficial and Not Very Beneficial" identified that the respondents also perceive product/service development at meetings as a very beneficial source of marketing support from the PACC organization. Future ideas for possible potential marketing support for the PACC organization included: 1) using the PACC referral service, 2) more publicity for the PACC organization, and 3) more exposure at the national level. Fisher's Exact Test was used to analyze data. Four separate two-by-two tables were developed to compare the respondents as two groups of 1) those respondents who had marketing experience and/or education to 2) those respondents who did not have marketing experience and/or education. Therefore, the column factor in the columns of the two-by-two tables was marketing experience and/or education and was indicated by the respondents on the questionnaire with a "yes" or "no" response. The row factors in each of the four separate two-by-two tables were: 1) geographic range of the clientele. 2) number of competitors in the local area. 3) requests for new fabrics, embellishments, or interfacings, and 4) satisfaction with the level of profits from the business. This investigation revealed that the proportion of the respondents who had marketing experience and/or education were inclined to have clientele outside the designated local area of a 50-mile radius within the location of the home-based business. The two-by-two table that compared the column factor of marketing experience and/or education and the row factor of satisfaction with the level of profits from the business revealed no significant differences between the two groups of respondents. Satisfaction of the business was not associated with either having marketing experience and/or education or not having marketing experience and/or education. Research investigating the marketing strategies of custom clothier home-based business owner is an important topic. The marketing of the custom clothier home-based business is often a complex process and is difficult to master and implement.
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