A Study on the Consumer Behavior in the Industrial Society -Commodity Substitution and Buying Behavior for Food, Clothing and Shelter of Households in Seoul-

산업사회의 소비자행태 연구 -서울시 가계의 의.식.주생활 관련 상품대체와 구매행동을 중심으로-

The household behavior of food, clothing, and shelter in Seoul area was analyzed to determine characteristics of consumer behavior in the industrial society. Questionaires were administered to 1095 housewives to find out the degrees and types of household labor substituted by the commodities and their buying behavior. Attitudes and values concerning clothing and housing were also measured. The results of the study indicated that the degree of labor substitution by commodities in clothing related area were high, while traditional food items were relatively low. Household labors related to clothing and housing maintenance also showed increased tendency to be substituted by the commercial services. The age and educational level of housewife, and household income were found to be the influencing factors to accelerated labor substitution, which is expected to increase as the industrialization progresses. Buying behavior varied in store selection and information sources according to commodities. Marketer dominated information sources according to commodities. Marketer dominated information sources were used for foods and clothing commodities, while interpersonal information sources were used for services. Shortened clothing life cycles, and rental housing were also found indicating consumer's change in housing concept from possession to use. Suggestion were made to consumers, industries, and government based on the results from the study.