| This study determined whether an association exists between the perception of western wear status symbols and demographic characteristics (i.e., gender, age, income, and education level) among Texas American Paint Horse Association members. An increasing number of people are wearing western clothing and western wear retailers must identify the needs of their target consumer and understand their buying patterns. Little research exists pertaining to western wear and consumer attitude and consumer involvement for retailers and manufacturers to draw upon. The survey instrument was mailed to 1,000 randomly selected male and female Texas American Paint Horse Association members with 252 usable questionnaires returned. The four research hypotheses were tested using chi-square tests of independence. |
