ARTICLE INFORMATION: TITLE OF THE ARTICLE: Consumer expenditures on clothing and footwear: a mixed methods study. NAME OF THE AUTHORS: Jorge Cruz-Cárdenas, Patricio Arévalo-Chávez and Jorge Guadalupe. SOURCE OF THE ARTICLE: Journal of Fashion Marketing and Management, 12th March 2018, Vol. 22 No. 1, page no: 99-113. PRELIMINARY ANALYSIS: PURPOSE OF THE RESEARCH:The purpose of the research was to identify the predictors of consumers’ annual expenditure on clothing and footwear in Quito, which is the capital of Ecuador. The research had the following main objectives: To find out predictors of annual expenditure on clothing and footwear, by considering each consumer as an individual unit, unlike most studies which considered a family as one unit. To determine the predictors in the context of developing countries. NATURE OF RESEARCH:The research followed an exploratory, sequential approach. Not much research had been done on predictors of annual expenditure on clothing and footwear in the context of developing countries. The research involved conducting in depth interviews which then lead to formation of hypothesis which was then tested and can provide a base for future studies as well. THEORETICAL FRAMEWORK: CONCLUSION:The findings of the study showed that, in the context of Ecuador, the following variables had a positive association with the amount of money individuals spent on clothing and footwear: status as an administrative or clerical worker (compared to manual worker), higher individual involvement with clothing, the physical space available at home, and the amount of clothing which individuals disposed outside the home. On the other hand, environmental awareness and the reception of used clothing had negative associations with such expenditures. This study also has a lot of practical implications for companies. It shows that in addition to demographic variables, consumer panels that measure expenditures on clothing and footwear should include psychological measures of participants, particularly clothing involvement. Clothing manufacturers and retailers in developing countries should consider the impact of receiving used clothes by consumers. Because clothing buying and disposal behaviors are positively associated, companies should become more involved in their customers’ disposal behavior. METHODS AND EMPIRICS: RESEARCH METHOD: The study was undertaken in Quito, which is the capital of Ecuador. Quito has a population of 1.6 million people living in its urban areas and 2.2 million people living in its metropolitan areas. Ecuador is a developing Latin American country having a population of approximately 16 million people. The research had two phases: qualitative and quantitative. The qualitative phase of the research took place from January to August 2015 and involved conducting and interpreting 25 in-depth interviews in Quito. Participants were given a consent form to sign, which contained all details about their rights and responsibilities. Each participant was paid $40 for
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