A Study On Housewives' Purchasing Behavior by Brand Image and Brand Preference

도시주부의 상표이미지 및 상표선호도에 따른 구매행동에 관한 연구

The purpose of this study is to suggest some fundamental data for the welfare of consumers by investigation some characteristics of the housewives and their attitudes toward a famous brand. For the purpose of this study, the samples were distributed to houswives who lived in Seoul. The 493 data obtained were analyzed by frequency distribution, percentile, $X^2$-test, t-test, F-test, Pearson's correlation, Duncan's multiple range test and Stepwise multiple regression analysis. The major finding were follows ; The major finding were follows ; 1) In general the score for the brand preference of the housewives was somewhat high. There were significant differences between the brand preference of the housewives and the socio-demographic, reference group variables. 2) There were significant differences between the brand image of housewives and the socio-demographic, reference group variables 3) In general the score for the dissatisfaction of the housewives was somewhat low. There were significant differences between the dissatisfaction the housewives and the socio-demographic variables. 4) The brand preference of the housewives had a positive relationship with the level of their dissatisfaction. 5) The most influential variables for the brand preference of the housewives was in the rank of reference group, income, education level.