Petite and tall‐sized consumer segmentation: Comparison of fashion involvement, pre‐purchase clothing satisfaction and clothing needs

This study investigated fashion involvement, pre‐purchase clothing satisfaction and clothing needs of petite and tall‐sized consumers. The differences between petite and tall‐sized consumers were compared, and the relationship among the three variables was examined. Petite and tall‐sized women's shopping characteristics were identified. The data were obtained through mail survey method. The final sample consisted of 177 petite and 144 tall women. Data were statistically analysed to fulfil the purpose of the study. Descriptive statistics, such as frequency, mean and standard deviation, were utilised to define the characteristics of the sample. Analysis of variance was tested to compare beliefs about clothing attributes. T‐test and analysis of covariance were utilised to determine if there is any difference between petite and tall women in terms of fashion involvement, pre‐purchase clothing satisfaction and clothing needs. Pearson Product Moment Correlation and Pearson Partial Correlation Coefficient were utilised to test the hypotheses. The results indicated significant but relatively low relationships among fashion involvement, pre‐purchase clothing satisfaction and clothing needs. Fashion involvement and clothing needs were positively correlated, while pre‐purchase clothing satisfaction and clothing needs were negatively correlated for both petite and tall‐sized women.