Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on Marketing Strategies for the High-Value-Added Cultural Fashion Products in Korea

한국 패션 문화 상품의 고부가가치화를 위한 대응전략 연구

  • Lee Jin-Hwa (Dept. of Clothing & Textiles, Pusan National University) ;
  • Kim Min-Ja (Dept. of Clothing & Textiles, Seoul National University) ;
  • Lee Jin-Min (Dept. of Clothing & Textiles, Seoul National University)
  • Published : 2005.07.01
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Abstract

The purpose of this study was to investigate the purchase behavior and the level of satisfaction for Japanese tourists buying cultural-fashion product in Korea. Subjects were selected through convenient sampling technique in Seoul. A self-administered questionnaire was developed in Japanese by translation and back-translation method. Finally, 288 questionnaire out of 400 were used for data analysis. For the purpose of achieving high value-added fashion products, the 4P marketing strategies targeting Japanese tourists were discussed based on the results.

Keywords

References

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