A Study on Consumers' Responses to Domestic/ Foreign Brand Women's Apparel

국내 및 해외브랜드 여성 의류제품에 대한 소비자 반응 연구

  • 이승희 (덕성여자대학교 의상학과 시간강사) ;
  • 임숙자 (이화여자대학교 가정과학대학 의류직물학과)
  • Published : 1998.05.01

Abstract

The purpose of this study was to compare consumers' evaluation, evaluation criteria and preference factors, complaint factors on domestic brand apparel with consumers' responses on foreign brand apparel. 498 subjects were gathered through convenience sampling method and, for data analysis, mean, t-test, ANOVA, Duncan test, Factor Analysis were conducted. The results are as follows; 1. Among the purchasing groups of domestic/foreign brand apparel, there were significant differences in apparel evaluation according to fabric, style, sewing, versatility, match, washability and color. 2. Among the purchasing groups of domestic/foreign brand apparel, there were significant differences in apparel evaluation criteria according to price, match, brand name, washability. 3. Purchasers of domestic brand apparel preferred soft and light fabric, fabric of good tactility, simple and sophisticated style whereas purchasers of foreign brand apparel preferred soft and light fabric, fabric of high quality, elegant and sophisticated style. On apparel color preference, there were significant differences among the purchasing groups of domestic/foreign brand apparel. 4. The differences in complaint factors of apparel among the purchasing groups of domestic/foreign brand apparel were due to factors such as high quality and variety of fabrics, colors, items, styles.