Consumer Types Based on Preferred Design and Relationship to Lifestyle (II) - The Relationship of Consumer Type to Preferred and Purchased Styles

선호디자인 감각에 따른 의복구매자 유형과 관련된 생활양식 특성에 관한 연구(II) -의복구매자 유형과 스타일 선호 및 구매와의 관련성을 중심으로-

This study investigated the relationship of consumer type to perferred and purchased Styles by clothing, life style, demographic, and information variables. Four consumer types were identified in study 1 (Kim, 1988). There were the casual, mannish, elegant, and feminine types. The present study used 20 line drawings representing the styles of summer '87 Data were obtained from questionnaires completed by 624 consumers $15\~69$ years of age living in Seoul, and analyzed by multiple discriminant analysis, and CROSSTABS. Descriptive profiles of the four categories were developed differently by clothing, life style and demographic characteristics. Casual and elegant types were preferred by middle-aged and married women, while mannish and feminine types were preferred by unmarried and younger women. The preferred design types of these groups were related more to preferences for clothing styles than purchased styles. All variables except occupation contributed to discriminate purchased styles.