Perceived risk associated with apparel purchasing in discount stores

The concept of perceived risk is utilized to examine consumer discount store patronage preferences for apparel, assigning apparel items different types & levels of social & economic risk. Mail survey data from 222 adult female consumers in urban & rural areas of a southern state suggest that consumer preference for purchasing in discount stores declines more sharply when economic risk increases than when social risk does. 4 Tables, 22 References.