Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study of College students's Consumer Behavior of the Midwest(Yunnam) in China(Part II): The Consumer's Traits of Market Segmentation Based on the Apparel Benefits

중국 중서부 지역(운남성) 대학생들의 소비자 행동연구(제 2보): 의복추구혜택에 따른 세분시장의 소비자특성

  • Lee, Okhee (Dept. of Fashion Design, Sunchon National University)
  • 이옥희 (순천대학교 패션디자인학과)
  • Received : 2014.06.10
  • Accepted : 2014.09.19
  • Published : 2014.09.30
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Abstract

This study investigates consumer's traits of market segmentation based on the apparel benefits. The subjects were 302 college students living in Yunnam, China. The mean, ANOVA, factor analysis, Duncan test, and K-means cluster analysis were used for statisticals analysis. The results of this study are as follows. The college students were classified, into six subdivisions, according to the apparel benefits by cluster analysis: indifference group, utility pursuit group, hedonic/brand pursuit group, individuality pursuit group, social recognition/fashion pursuit group, and pursuit benefits-minded group. In the factors of happiness-pursuing and life-centered of materialism, significant differences were found according to the groups of apparel benefits, and all factors of symbolic consumption and brand loyalty were found to have significant differences according to the groups of apparel benefits. The evaluation criteria of clothing were significantly different, depending on apparel benefits subdivision in criteria of aesthetic, socio-psychological, and utility. The use of information was shown to have significant differences, according to the groups of apparel benefits. The study results are highly expected to be utilized as useful sources in marketing plans for the midwest of China.

Keywords

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