Blacks have been noted as being one of the largest consumer groups in the United States. In
general, Black consumers have been portrayed in the literature as a single, undifferentiated "Black Market"
which consists of economically deprived consumers who have a uniform set of consumer needs; however,
little is known about influences and behavior of segments of the Black market in reference to the external
factors which influence their clothing buying behavior patterns. The purpose of this research is to
determine the relationship between selected social factors (i.e., reference group, social participation, fashion
involvement, clothing benefits sought, social environment) and clothing buying behavior patterns (i.e.,
type of store patronage, time/frequency clothing is purchased) of Black college students attending a
predominantly Black university and attending a predominantly White university. Data were obtained from a
convenience sample 333 Black undergraduates (200 attending the predominantly Black university, 133
attending the predominantly White university). The questionnaire regarding reference group, social
participation, fashion involvement, clothing benefits sought, social environment, clothing buying behavior
patters and demographics was administered in pre-selected core courses at the universities.
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