A Study on Clothing Purchasing Behavior of Department Store Credit Card Holders

백화점 카드 소지자의 의복구매행동 연구

This study is designed to classify consumer groups based on their perception toward department store credit cards and the behavior they exhibit during the purchase of clothing. This classification is based on the study of factors taken into consideration during shopping and disparities in credit cared usage., The specific goals of this study are the following : First it is to classify female consumers over age 20 into "shopping orientation" types and "clothing purchase behavior" types according to their perception towards department store credit care usage. Second it is to discover the degree of perceived utility of department store credit card in clothing purchases. Third finally it is to assist a department store credit card market researcher establish a marketing strategy to best address consumers; needs and wants in credit card purchases The study methodology utilized and the results found were that : 1. The division of consumers into positive and negative groups based on factor analysis with the positive group found to have favorable attitudes towards department store credit card usage. 2. Classification of female consumers into three " shopping orientations" : fashion purchasing economic value purchasing and convenience purchasing. The positive group were predominantly fashion convenience purchasers who valued low cost and convenience over "fashionability" 3. The three classes of "purchase behavior" used were impulse buying planned buying and unplanned buying. The positive group those who had favorable attitudes toward department store credit cards. made mostly impulse and unplanned purchases while the negative group made largely planned purchasee the negative group made largely planned purchase.