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The Benefits Sought for the Bedding and Consumers' Characteristics: Focus on the Lifestyle and Demographic Characteristics

침구의 추구혜택과 소비자 특성: 라이프스타일과 인구통계학적 변인을 중심으로

  • Jin, Hyun-Jeong (Dept. of Science and Technology Education Seoul National University of Education)
  • 진현정 (서울교육대학교 생활과학교육과)
  • Received : 2011.12.29
  • Accepted : 2012.03.19
  • Published : 2012.04.30

Abstract

This study investigates the benefits consumers seek in buying and using bedding, sub-dimensions of lifestyle, and the relationship between those of the benefits and the dimensions of lifestyle. This study conducted a survey to verify benefits consumers seek in buying bedding. A questionnaire was developed to collect data to measure lifestyle, benefits sought for the bedding, and demographic variables. Research was conducted on married women aged between 20 and 59. Total 294 responses were analyzed using factor analysis, correlation analysis, t-test, and one-way ANOVA with SPSS 18.0. A factor analysis identified three dimensions of benefits sought for the bedding: utilitarian benefits, social benefit, and aesthetic benefit. Lifestyle consists of five dimensions: health seeking, social symbol seeking, leisure/country-living seeking, aesthetics seeking, and economy seeking. All dimensions underlying benefits consumers seek in buying bedding and all dimensions of lifestyle were correlated. As consumers get older, they tend to seek more utilitarian and social/psychological benefits of bedding.

Keywords

lifestyle;demographic characteristics;benefits consumers seek;bedding

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