한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)
- 제19권5호
- /
- Pages.811-825
- /
- 1995
- /
- 1225-1151(pISSN)
- /
- 2234-0793(eISSN)
의류제품에 대한 혜택세분화와 정보원사용 및 상점선택행동 연구 -제주지역 여성을 대상으로-
Benefit Segments of the Female Apparel Market in Cheju
초록
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.
키워드