BOUTIQUE CLOTHING STORES AND MATERIALISM

Kenneth E. Clow

Henry S. Cole

Tom DeNardin

University of Louisiana at Monroe

ABSTRACT

This study examines the impact of materialism on local boutique clothing stores. Local

boutique owners are challenged with competition, not only from large retail chains but also the

Internet. Understanding consumer behavior and what drives patronage can help small boutiques

survive in a competitive environment. Three areas of consumer behavior addressed in this study

that may be critical to the success of local boutique clothing stores are materialism, impulsiveness,

and buyer loyalty. Results of the study show a positive relationship between materialism and both

impulsiveness and attitude toward boutiques. Analysis of individual questions provides insights in

how a small local clothing boutique can market itself to reach individuals with a materialistic

attitude. In addition, information into the demographic profile of individuals that exhibit a high

level of materialism is discussed.