• Title, Summary, Keyword: Brand Choice Behaviors

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A study of College Students' Brand Choice Behaviors (의류제품의 상표선택행동유형에 관한 연구)

  • Ha, Jong-Kyung;Kim, Ju-Hee
    • Korean Journal of Human Ecology
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    • v.18 no.1
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    • pp.181-188
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    • 2009
  • The purpose of this study is to analyze the brand choice behaviors of male and female college students in their twenties, to examine the differences in their information-searching activity to the type of the behaviors and shopping places for purchasing apparel products. The data were analyzed by Factor analysis, Ouster analysis, one-way ANOVA, Duncan's multiple range test. The results are as follows: 1. With regard to the brand choice behaviors of male and female college students in their twenties, two factors were produced as 'consumers' loyalty to brand' and 'brand switching behavior'. 2. The brand choice behaviors were classified into three groups as 'a brand-switching group', 'a loyalty-to-brand group', and 'an indifferent-to-brand group'. There were significant differences between the groups. 3. The results for demographic differences in terms of the brand choice behaviors showed that there was a significant difference in 'brand switching behaviors' by gender. 4. There were significant differences in the media for information search and the places for shopping apparel products in terms of the brand choice behaviors.

The Influences on Store Choice Behaviors by Clothing Shopping Orientations and Information Search Activities (의류쇼핑성향과 정보탐색활동이 점포선택행동에 미치는 영향 -부산시에 거주하는 여성소비자를 중심으로-)

  • Ha, Jong-Kyoung
    • Korean Journal of Human Ecology
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    • v.8 no.3
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    • pp.499-509
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    • 1999
  • The purpose of this study is to make up an effective market strategy for distinguishing clothing shops through analysing the influences on store choice behaviors by demographical characteristics, clothing shopping orientations and information search activities as well as analysing the effects of information search activities according to clothing shopping orientations, together with clarifying the dimension of clothing shopping orientations and information search activities. Clothing shopping orientations were factor analyzed resulting five factors, such as Recreational Shopping, Store/Brand Loyalty, Economic Shopping, Fashion Synchronization, Careful shopping. Information search behavior were factor analyzed resulting five factors, such as mass media information, commercial media information, personal information, store information, past experience information. According to a result of looking into the influences of clothing shopping orientations on information search behaviors, as shopping orientation for pleasure, fashion synchronization orientation, brand store royal orientation & economical orientation go high, the search degree of store information & mass media information, commercial media information & personal information, past experience information and personal information raise up respectively more and more. The results of regression analysis at factors affecting the store choice behaviors are significantly different.

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The Qualitative Study on the Types of Store Choice Behaviors in the Purchase of Apparel Products (의류제품 구매 시 점포선택행동유형에 관한 질적 연구)

  • Kim, Han-Na;Rhee, Eun-Young
    • Journal of the Korean Society of Clothing and Textiles
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    • v.31 no.4
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    • pp.604-614
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    • 2007
  • As the role of retail stores in distribution channels becomes more significant and competition among them becomes more fierce, retail stores are making efforts to gain a dominant position in market share. And as such, consumer store choice behaviour is becoming more diverse and complex. The purpose of this study was to analysis the store choice process and to aid in understanding the types of store choice behaviors. 30 subjects were sampled by focus sampling and investigated by in-depth interview. Some consumers went through all stages of store choice process and others skipped some. The consumers who usually had no plan to visit stores and who purchase without problem recognition process were categorized as opportunity-taking type, and the consumers who visited just one store without external search of other store information were categorized as store-loyal type. Finally, the consumers who searched store information externally were divided into brand-oriented type and value-seeking type. The brand-oriented type represented the consumers who did not evaluate stores in detail because which store to visit was decided on brand; and the value-seeking type represented the consumers who did in fact evaluate stores in more detail according to the items and trends in fashion. This study is meaningful in that it provides a dynamic store choice process and examines related variables thereto.

The Relationships among Characteristics of Customers, Choice Attributes, Positive Emotion Associated with Coffee-Drinking Behavior -Focusing on Specialty Coffee Shop Customers- (커피 전문점 이용자의 일반적 특성, 선택 속성, 커피 음용 행동 및 긍정적 감정 간 관계)

  • Kim, Ju-Yeon;Ahn, Kyung-Mo
    • Journal of the East Asian Society of Dietary Life
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    • v.20 no.5
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    • pp.812-822
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    • 2010
  • This study explored choice attributes in specially coffee shops and examined the relations between choice attributes and positive emotions customers felt in specially coffee shops. The study also attempted to find differences in choice attributes and positive emotions according to general characteristics of customers and coffee-drinking behavior. Measured items were derived from preliminary interviews and a literature review. Questionnaires were distributed to customers in Seoul who had visited a specially coffee shop in the last 3 months. The derived factors of choice attributes were 'taste of coffee and atmosphere', 'brand', 'price benefit', 'pleasant space', and 'coffee itself. Among those, the two factors 'taste of coffee and atmosphere', and 'brand' had a statistically significant influence on positive emotions of customers. This implies that specially coffee shop customers have primarily emotional rather than utilitarian motivations. Therefore, to better satisfy customers' desires, more effort is needed to improve the physical environment in coffee shops. Female and younger customers showed higher perception of price benefits than others did. The perception of price benefits and pleasant space mainly varied by the location of coffee-drinking and frequency of visiting specially coffee shops. Further differences in positive emotion according to general characteristics and behaviors of having coffee also discussed.

A Study on the Causality of Fashion Store Choice Behavior (패션점포선택행동의 인과관계에 관한 연구 -의류쇼핑성향, 정보탐색활동, 점포이미지속성을 중심으로-)

  • Ha, Jong-Kyoung
    • Korean Journal of Human Ecology
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    • v.10 no.1
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    • pp.41-55
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    • 2001
  • The purpose of this study was to compare the characteristics for pattern by making a sort of various store choice behaviors and analysing impact both direct and indirect, which is based on the presentation of the influence of clothing store choice behavior into the causal relationship per store type against clothing shopping orientation, information search activity and store image attribution. The results was that consumers who like to the top brand's commodities, had commonly high tendency to and fro its trademark and store allegiance. Furthermore, they have usually bought something following on their inclination what they had purchased as well as the store decoration character and the marketing promotion attribute. The other consumers who prefer to the discount store's merchandises, had also high propensity and the biggest influence on buying something which were those factors; their instance shopping habit, utility-economy trait, follow the fashion character and strong circumspection tendency besides using the mass media Info., personal data and commodities' attribute.

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Differences in Purchase Behavior and Choice Attributes according to Characteristics of Specialty Coffee Shop Customers' (커피 전문점 소비자의 특성에 따른 이용 행태 및 선택 속성의 차이)

  • Lee, Young-Nam;Kim, Ju-Yeon
    • Journal of the East Asian Society of Dietary Life
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    • v.19 no.2
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    • pp.265-277
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    • 2009
  • This study explored the behavior and choice attributes of specialty coffee shop customers according to their general characteristics. The results showed significant differences by gender, age, occupation, education, and income. Female customers stayed longer, valued taste, and their importance perception toward employee and systematic service was higher compared to the males. According to age, younger customers (20's, 30's) stayed longer, visited coffee shops to meet friends and enjoy specialty coffee, and placed high importance on physical surroundings, systematic service, and taking out coffee. Whereas older (50's and 60's) customers valued the location and having coffee on-premise. In terms of education, ustomers with higher education visited coffee shops to enjoy their favorite specialty coffee. By income, those with higher ncomes valued the location and brand of the coffee shop, and their importance perception toward employee and ystematic service was lower than that of customers with lower incomes.

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A Study on the Housewives' Purchase Behaviors of Pork (주부의 돼지고기 구매행태에 관한 연구)

  • Kim, Gye-Woong;Kim, Min-Su;Kim, Seok-Eun
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.10 no.12
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    • pp.3910-3918
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    • 2009
  • This study was carried out to investigate consumer's purchase behaviors of pork. Questionnaires from a total of 253 housewives were analyzed Jan. to Feb. 2008. The average of preferences for domestic and imported pork were $4.07{\pm}0.81$ and $2.21{\pm}0.96$ scores of 5 points, respectively. Consumers (56.4%) liked belly of pork very much. Consumers (45.4%) purchased a great deal of pork in big discount mart. Consumers (40.2%) responded that they indicated quality reliability as the choice factors for determination of purchasing pork. Respondents (54.6%) hoped the wrapping pork pack of 600 g. The evaluation of the perception for carcass grading system and quality reliability for brand-pork averaged $2.97{\pm}0.88$ and $3.47{\pm}0.60$ scores of 5 points, respectively.

A Study on the Strategic Adoption of Internet based Customer Relationship Management (인터넷 기반 고객관계관리의 전략적 도입에 관한 연구)

  • Roh Kyung-Ho
    • Management & Information Systems Review
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    • v.5
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    • pp.61-79
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    • 2000
  • This research suggests the strategic adoption methodology of Customer Relationship Management. The backgrounds of CRM is the business environment changing that Market power is shifting to the customer who has unprecedented powers of choice today. The strategic adoption of Customer Relationship Management determines the value, needs and preferences of each customer or customer segment. Customer Relationship Strategy is an explicitly defined plan for how a company has decided to connect with, relate to, and focus on its chosen customers to create value. Deliberate decisions must be made, often involving trade-offs, so that investments are aligned with customer needs and value. Plan defined in terms of target customers value proposition, role in value delivery, and risk/reward sharing. All customers are not created equal; specific customers and/or customers segments are more desirable/valuable to pursue. Key premise of CRM is that value can be created by changing company's business model to better connect with customers. Area of service of Customer Relationship Management are as follows. Portfolio strategy, Market Opportunity Assessment, Brand Equity, Market Positioning, Pricing, Channel Strategy, Market Segmentation. Target Market Identification, Customer LifeTime Value Analysis, Customer Profitability, Customer Connections Economics Analysis. The objects of CRM are maximizing customer service effectiveness, improving customer loyalty, increasing customer service efficiency, optimizing intelligence about customer behaviors and preferences.

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A Study on Purchasing Behavior of Outdoor Sportswear: Based on Sports Types and Sports Participation Motivations (아웃도어 스포츠 의류 구매행동 연구: 스포츠 유형과 스포츠 참여동기를 중심으로)

  • Sung, Hee-Won
    • Korean Journal of Human Ecology
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    • v.21 no.2
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    • pp.315-329
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    • 2012
  • The purpose of this study was to examine clothing purchase behavior of sports participants based on outdoor sports types and sports participation motivation. The research was conducted with the use of a self-administered questionnaire. A total of 703 respondents between the ages of 25 and 55 participated in the research through an internet survey. Motivation for participation in particular sports was comprised of four factors: impress others, mental rejuvenation, social interaction, and health maintenance/improvement. Perceived benefits of clothing choice were categorized into three factors: brand/fashion pursuit, positive image pursuit, and practicality pursuit. Outdoor sports activities was categorized into six types, climbing, jogging, cycling, fishing, golf, and others including ball games. Each sports group presented differences in demographics, sports motivation factors, and benefit factors. Four segments were identified based on sports participation motivation: active group, social group, health and revitalization group, and inactive group. The active group considered three clothing benefits and 14 evaluative criteria as being the most important among the four segments, indicating the major target market for outdoor sportswear brands. On the other hand, the members of inactive group showed passive attitudes toward clothing purchasing behaviors. This study discusses the results of this research within the context of the managerial implication for outdoor sports marketers.

Consumer-Agent Based Sensitivity Analysis of Product Diffusion Dynamics for Domestic Automobile Market (국내 자동차 시장에서 소비자 에이전트 모형 기반의 제품 확산 다이나믹스 민감도 분석)

  • Kim, Shin-Tae;Kim, Chang-Ouk
    • Journal of the Korea Society for Simulation
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    • v.20 no.2
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    • pp.29-40
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    • 2011
  • This paper focuses on the sensitivity analysis for the calibration of an agent-based simulation that analyzes the brand-level diffusion dynamics of competing products in the domestic premium mid-sized car market. In this paper, we employ a consumer-agent model that imitates the purchasing characteristics and behaviors of the consumers. The group of consumer agents that are socially interconnected represents a virtual market. By spreading the product information from previous adopters to potential consumer agents in the virtual market, the word-of-mouth phenomenon emerges like in the real market. The phenomenon influences the product choice of potential consumer agents that causes the variation of the product diffusion dynamics. In this simulation model, it is important to calibrate the virtual market parameters(e.g., ratio of innovators, social network structure, purchase time decision method) so that the virtual market can simulate the real market. However, it is difficult to measure these parameters directly from the real market. In this paper, we analyze the diffusion dynamics of simulations under various conditions in comparison with real sales data to calibrate the parameters.