Typology of clothing brand consumers based on purchase decision making style

Abstract: This study aims to segmenting customers of foreign brand clothing based on their purchase decision making style and And examining differences in different segments based on their purchase decision making style in terms of attitude toward marketing mix. The population of this study is customers of foreign brand clothing stores in Mashhad, And 270 usable questionnaires were returned. The collected data were analyzed using K-means clustering analysis and ANOVA using SPSS. And Results showed that consumers classified in four clusters and labeled as Impulsive and quality oriented, stylish and price oriented, perfectionist and confused and quality oriented. In the second part of analyses it was revealed that in terms of attitude toward product, group NO.3 & 4, and in terms of attitude toward price, NO. 3 are different with other groups; in terms of attitude toward promotion, group NO. 1 & 3 have No differences and also in terms of attitude toward place, group NO. 3 is different with others.