Rural shoppers: who gets their apparel dollars?

Traditional competition across apparel store types reflects the dynamics of market positioning in practice. Previous research found that apparel related purchases accounted for over half of the money rural consumers spent out of town. Research on apparel shopping intentions according to store types helps identify to what extent different retail formats compete with each other for customers and enables rural retailers to improve their positioning strategies. Results describe apparel shopping behaviour, in rural population, relative to store type and variables influencing consumers’ shopping intentions. Factors influencing consumers’ shopping choices among different apparel retail formats are identified. Descriptive statistics indicated most apparel shoppers frequented independently owned stores and cross‐shop among retail formats. When store categories were created, data revealed that the retail format category department, discount, and chain stores attracted more customers than the other retail format categories.