Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Suggestion on Chinese Clothing Market Launching : Focused on Foreign Students's Clothing Buying Behavior in Korea

  • Koo, In-Sook (Dept. of Consumer Life Information, College of Human Ecology, Chung Nam National University) ;
  • Liu, Dashuang (Dept. of Consumer Life Information, College of Human Ecology, Chung Nam National University)
  • Received : 2011.04.04
  • Accepted : 2011.12.05
  • Published : 2011.12.30
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Abstract

This paper is a study on the information required for developing Korean clothing products intended for Chinese students in Korea and for opening markets of Korean clothing and brands in China. It analyses the buying behaviors, purchasing ability, the favourite apparel type for clothing, and satisfaction with Korean clothing and brands of Chinese students in Korea, with which it seeks a program for South Korea branding to enter into the Chinese clothing market. Three hundred fifty seven students of Hannam University and PaiChai University Chung nam National University in Daejeon-city took part in this study. This paper adopts Descriptive Analysis, Crossing Analysis, Bivariate Correlations, and One-way ANOVA in SPSS 17.0 with Post Hoc Multiple Comparisons to know about the impact of demographic variables of Chinese students in Korea on buying information sources, the criteria for store selection, buying capacity, praise degree on various properties of Korean clothes products and their satisfaction with Korean clothes products. The first proposal of expanding China market for Korean merchants is to achieve maximum sales based on sales promotion strategies, such as the credit card corporations, the store display and sales person service development, SPA, design size development, and to upgrade consumption values. The second proposal is Korean clothes corporations should open the Internet shopping corresponding to the physical stores, the most frequently used information source of Chinese students is the network, from the age distribution of Internet users in 2008 in China, population above 10 and below 30 accounts for 66.7% of all users, In recommending clothes made in Korea to Chinese young people, on-line advertising will get better effects than other strategies, specially during advertisement, they should take good use of Korean television shows and variety shows or help Chinese poor areas to do the social contribution hereby to improve the public image of Korean clothes corporations, which can bring good sale promotion effects as well.

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References

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