A Study on the Evaluation for Image and Price of Saenghwal Hanbok

생활한복의 이미지와 가격 평가에 관한 연구

The purpose of this study was to investigate the consumers'evaluation for image and price of Saenghwal Hanbok. Data were collected by Questionnaire from 400 men and women living in Seoul area between August and September of 1998, and 374 questionnaires were analyzed by frequency, percentage, mean, standard deviation, t-test and factor analysis. As a result, consumers perceived Saenghwal Hanbok as 'comfortable' and 'individualistic' compared with western dress. Git(collar) and Gorum (ribbons) or Maedup(braided buttons) of Jeokori(jacket) were selected as having traditional image the most. 245 people(65%) answered that the general impression of Saenghwal Hanbok wearers was favorable. Saenghwal hanbok was thought to be appropriate when priced between 30,000 and 200,000 won per suit. And the intention to continue wearing Saenghwal Hanbok in the future was very positive.