A Study on Store Image according to Clothing Shopping Orientation of Consumers

소비자의 의류쇼핑성향에 따른 점포이미지에 관한 연구: 여고생과 20대 여성소비자를 중심으로

The purpose of this study was to establish store marketing strategies according to consumers pattern obtained by the importance of the image attributes of each store and a pattern of consumers based on clothing shopping orientations. 1. The clothing shopping orientations were classified into five factors. The analysis on the sample group pursuant to 5 types orientations came out the groups to pursue the royal to store & brand name, economics, shopping, convenience and fashion & confidence. 2. store atmosphere, selling promotion, servience and products were extracted from the shop image attributes. 3. As a result of comparing the importance of store image attributes as per clothing shopping orientation, the fashion & confidence pursuing group deemed store atmosphere and convenience to be the most important one. Service and convenience for the pursuing group of royal to store & brand name and the shopping pursuing group. Products, service and convenience for the convenience pursuing group. And the economics pursuing group evaluated all factors low.