Benefit Segments of the Female Apparel Market in Cheju

의류제품에 대한 혜택세분화와 정보원사용 및 상점선택행동 연구 -제주지역 여성을 대상으로-

The purposes of the study were 1) to segment the female apparel market based on clothing benefits sought by female adualt consumer in Cheju, and 2) to develop a profile of each segment concerning lifestyle, use of information sources, perceived store attributes, store preference and demographics. The data(n=228) were collected via a questionnire from adult females of ages over 20's. Using cluster analysis on benefits sought factors, four groups were identified and labeled as 1) Economic-value oriented users of clothing(24%) : 2) Brand oriented users of clothing(14%); 3) Aesthetics/fashion oriented users of clothing(26%); 4) Easy care oriented users of clothing(36%). ANOVA and Chi-square statistics revealed significant differences among the four groups according to clothing benefits sought factors, lifestyle factors, use of information sources, store attributes perceived on store types, store-type choices, new store-type preferences and demographic variables. A profile of these groups was developed.