The Effects of Clothing Purchase Determinant Factors Associated with Customer Temperament

Abstract

The purpose of this paper is to determine and quantify the effects of the clothing purchase determining factors associated with the customer’s temperament (sanguine, choleric, phlegmatic, and melancholic). A number of 192 respondents participated in an electronic questionnaire, 68.8% of whom were women. The results were analysed with the help of the Process-based structural equation modeling application, provided by SmartPLS 4 software. The results obtained showed that in the purchase process, social factors and appearance are important for sanguine people; in the case of choleric individuals, the conferred status and superior quality of the product are essential; for phlegmatic people, it is important that the product responds appropriately to a need and provides comfort; and melancholic people take into account ecological factors and identification with the product. These results can be useful to clothing companies for the adoption of sales strategies that consider the buyers' interest factors regarding the products.