Journal of the Korea Fashion and Costume Design Association (한국의상디자인학회지)

Korea Fashion and Costume Design Association (한국의상디자인학회)
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Importance of Apparel Product Selection Criteria to Retail Buyers in Dongdaemun Market

동대문 시장을 이용하는 리테일 바이어의 상품선택기준 연구

  • Kim, Jihye (Graduate School of Dongduk Women's University) ;
  • Chung, Sung-Jee (Dept. of Fashion Design, Dongduk Women's University) ;
  • Kim, Donggeon (Dept. of Statistics & Information Science, Dongduk Women's University)
  • 김지혜 (동덕여자대학교 패션전문대학원) ;
  • 정성지 (동덕여자대학교 패션디자인학과) ;
  • 김동건 (동덕여자대학교 정보통계학과)
  • Received : 2014.05.26
  • Accepted : 2015.04.02
  • Published : 2015.06.29
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Abstract

The purpose of the study was to analyze differences in importance of product selection criteria of retail buyers in Dongdaemum market according to price line of products, annual sales volume of the company, and work period as a retail buyer. The study defined a retail buyer as a buyer who buys apparel products in Dongdaemum market for their own stores. The questionnaire developed by the researchers was distributed to 200 retail buyers in Dongdaemun market. One hundred seventy two questionnaires were used in the final analysis. The data were analyzed by common factor analysis, ANOVA, and Tukey's test using SPSS 18.0/Windows. The results showed that product selection criteria were classified into 4 factors: fashion design, price, quality, and assortment. There were significant differences in importance of product selection criteria by retail buyers in Dongdaemum market according to price line of products and annual sales volume of the company, and work period as a retail buyer. The buyers of higher price products showed higher importance in all four factors of the product selection criteria. Also, the buyers of the company with lower annual sales volume considered price factors more important, but the buyers of the company with higher annual sales volume thought quality factor more important. Moreover, the buyer with work period of less than three years regarded price as a more important factor.

Keywords

References

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