Journal of Global Scholars of Marketing Science (마케팅과학연구)
- Volume 8
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- Pages.475-490
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- 2001
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- 2163-9159(pISSN)
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- 2163-9167(eISSN)
Study on Demographic Characteristics, Motivation and Dissatisfaction to Purchase of Customers with Private Brand Apparel
유통업자상표 의류제품 구매자의 인구통계학적 특성, 구매동기 및 불만족에 관한 연구
Abstract
The purpose of this study were to identify the difference of demographic variables, motivation and dissatisfaction to purchase of groups who classified by frequency of purchase. Data were collected via intercept surveys conducted at nine regional branches of two major department stores situated in Seoul. Participants(n=1,120), who had previously purchased women's private brand apparel, were asked to complete a questionnaire. The results of this study were as follows; The subjects were classified into 3 groups by frequency of purchase and their demographic variables were analyzed. The customer groups of high frequency who were 18 to 39 years old had some college education, housewives and white collar workers. Their monthly household income is one to three million won and their monthly expenditure is 100,000 to 300,000 won on apparel shopping. The most important purchase motivation of lower frequency groups was design, whereas that of middle and high frequency groups was good quality over price.
본 연구의 목적은 유통업자상표 의류제품 구매고객의 구매빈도에 따라 분류된 집단간 인 구통계학적 특성, 구매동기, 불만족의 차이를 규명하고자 한다. 연구대상은 만 18세 이상의 여성으로 2개 백화점 9개 점포에서 판매하고 있는 유통업자상 표 여성의류를 구매한 경험이 있는 고객 1,120명이었다. 자료수집은 설문지법을 사용하였으며, 자료분석은 SPSS
Keywords