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A Study on the Recognition of Swimsuit Brand Image Using IPA Technique

IPA기법을 활용한 수영복 브랜드이미지에 대한 인식연구

  • Kim, Jae-Hwan (Dept. of Social Sports, International University of Korea) ;
  • Lee, Jae-Moon (Dept. of Physical Education, Kyung Hee University)
  • 김재환 (한국국제대학교 사회체육학과) ;
  • 이재문 (경희대학교 체육학과)
  • Received : 2017.05.26
  • Accepted : 2017.07.20
  • Published : 2017.07.28

Abstract

The purpose of this study is to present the ranking and difference of the importance and satisfaction of the swimsuit brand image that the swimsuit consumers perceive through the IPA and to provide the implications for the activation of the swimsuit industry market by diagramming it with the IPA matrix. To do this, we analyzed 298 questionnaire data for university students and graduate students and the following conclusions were drawn through the ranking of importance, satisfaction, and the corresponding sample t-test and IPA matrix. First, as a result of examining the ranking through the average of the importance and satisfaction of the swimsuit brand image, the importance showed average 4.0 or more in order of 'quality', 'functionality', 'price', 'design', 'trust', 'color', and the satisfaction showed average 3.5 or more in order of 'trust', 'quality', 'functionality' and 'awareness'. Second, as a result of difference verification in swimsuit brand image, it showed a significant difference in order of 'quality', 'price', 'functionality', 'design', 'color', 'trust', 'sophistication'. On the other hand, it showed no significant difference of cognitive images. Third, as a result of IPA of swimsuit brand image, the factors of 'design', 'functional', 'quality' and 'trust' were included in I quadrant, 'price' 'color' in II quadrant, 'advertising image', 'event', 'popularity', 'originality' in III quadrant, and 'awareness', 'sophistication' in IV quadrant.

Keywords

Swim;Swimsuit;Brand;Brand image;IPA

Acknowledgement

Supported by : International university of Korea

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