Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Effects of Demographic Factors on Children's wear Brand Preference and Their Reasons, and Brand Evaluation (paper no.3)

  • Koo, In-Sook (Dept., of Consumer Life Information, College of Human Ecology, Chung Nam National University)
  • Received : 2011.03.23
  • Accepted : 2011.07.04
  • Published : 2011.07.30
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Abstract

This study is designed to analyze the effects of demographic factors on children's wear brand preference and their reasons, and brand evaluations. A total of 355 usable data was collected from housewives in three metropolitan cities (Seoul, Daejeon, and Sungnam) in Korea. An ANOVA and crossing analysis were used to determine the strength(percentage) among several dependent variables. Also, regression analysis was used to examine the effects of demographic factors on each factor and component related to fashion brand evaluation. Overall, ANOVA and crossing analysis results showed that the visual attributions (variables) of clothing marked significantly higher scores than others (functional attributions). This result is noteworthy because it is opposite of common stereotypes and prejudices that selectors who first recognize visual information (aesthetic attributions) as a clothing buying criteria should be unsatisfied with them after wearing. Therefore, this research suggests that the chief reason in determining the outcome of success or failure in fashion industry depends on their trend productions with fashion image creation by reflecting the exclusive trends based on consumer's taste and wants.

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