• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.4
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• pp.139-151
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• 2011

Since personality lead to relatively consistent responses to one's own environment, consumers' distinct personality influences their buying behavior. In order to understand the relationship between consumer's personal characteristics and purchase behavior, the study investigated the effect of consumers' personality trait on the clothing selection criteria and preferred clothing image. Survey was utilized to collect the data and subjects were 333 high school students. Measures consisted of three main constructs: Consumer's extroversion and openness based on the Big-Five personality trait, clothing selection criteria, and preferred clothing image. The data were analyzed using PRELIS 2, LISREL 8.8, and SAS 9.2. The subjects was classified into three groups; Group 1 was a group of intermediate-level in openness and extroversion while Group 2 was a group of high-level in both personality traits. Group 3 was a group of high-level in openness but of low-level in extroversion. Clothing selection criteria were confirmed to have five constructs: other-directed, aesthetic, fashion & conformity-oriented, brand-oriented, and practical. In the buying situation, Group 1 prioritized fashion & conformity-oriented and brand-oriented criteria but regarded other-directed and aesthetic as less important than other groups did. Group 2 considered that all of the clothing selection criteria were important except practical. "The were six factors in the clothing image: elegance, simple, ethnic, masculine, active, and modem. The result showed a significant difference between groups in preferred clothing images. Group 2 liked most of the clothing images but group 3 did not. Group 3 preferred simple clothing image more than masculine or ethnic ones. Overall, the study concluded that the openness and extroversion of Big-Five personality traits could serve as a predictor of clothing selection criteria and preferred clothing image.

• The Research Journal of the Costume Culture
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• v.15 no.5
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• pp.888-901
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• 2007

The purpose of this study was to examine the differences in clothing selection criteria and store selection criteria between each consumer groups by the preference for fast fashion. The data was collected from a questionnaire conducted on 317 female adults. The results were as follows. First, the factor analysis used to identify clothing selection criteria involved the following four factors: fashion, quality/practicality, status symbol, and economics. The consumer group preferring fast-fashion regarded fashion and economics as important factors and the non-preferring group regarded status symbol factor more. Second, five factors(atmosphere, product service/salesperson, shopping convenience, promotion/facilities) of store selection criteria were constructed by factor analysis, The consumer group preferring fast-fashion regarded atmosphere and product as important factors and the non-preferring group considered service/salesperson and promotion/facilities factors more. Third, the consumers who were of low age, low education, low income and unmarried preferred fast fashion brand.

• Asia-Pacific Journal of Business
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• v.2 no.2
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• pp.1-35
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• 2011

Facing information overload in today's complex environments, managers look to a concise set of marketing metrics to provide direction for marketing decision making. While there have been several papers dealing with the theoretical aspects of dashboard creation, no research creates and tests a dashboard using scientific techniques. This study develops and demonstrates an empirical approach to dashboard metric selection. In a fast moving consumer goods category, this research selects leading indicators for national-brand and store-brand sales and revenue premium performance from 99 brand-specific and relative-to-competition variables including price, brand equity, usage occasions, and multiple measures of awareness, trial/usage, purchase intent, and liking/satisfaction. Plotting impact size and wear-in time reveals that different kinds of variables predict sales at distinct lead times, which implies that managerial action may be taken to turn the metrics around before performance itself declines.

• Journal of the Korean Society of Costume
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• v.60 no.8
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• pp.118-131
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• 2010

The purpose of this study was to identify the differences in cosmetics brand selection by product type, and the differences in ambivalent cosmetics consumption attitude by ambivalent clothing consumption attitude. The subjects of the study were females aged 20 plus, living in Seoul and Gyeonggi Province between January and February 2008, and 427 questionnaires were used for analysis. For data analysis SPSS 17.0 statistical program was used, and principal component analysis, paired t-test and t-test were conducted. The results and conclusions of this study are as follows: firstly, the differences in cosmetics brand selection by product type were investigated. The results showed that domestic high-priced brands of skincare products were selected most often, that foreign high-priced brands of base products and color products were selected most frequently, that domestic low-and medium-priced brands of hair products were selected most often, and that foreign low-and medium-priced brands of body products were selected most frequently. In particular, foreign high-priced brands of color products were most favored, followed by domestic low-and medium-priced brands. The subjects selected foreign high-priced brands, which are the most expensive, and domestic low-and medium-priced brands, which are the least expensive, at the same time. They displayed ambivalent consumption patterns. Secondly, the differences in cosmetics consumption attitude by ambivalent clothing consumption attitude were examined. Groups high on ambivalent clothing consumption attitude had a higher cosmetics consumption attitude than groups low on ambivalent clothing consumption attitude.

• Proceedings of the Korean Society for Noise and Vibration Engineering Conference
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• 2005.11b
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• pp.174-179
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• 2005

In automotive engineering, the brand sound is one of the important advantage strategy in a car company. For the design of brand sound, the selection of descriptive word for a car sound is one of major works in automotive sound quality research. In paper, booming sound and rumbling sound, which are professional words used by NVH engineers are used for the design of brand sound. We employed sound metrics which are the subjective parameter used in psychoacoustics. According to most research results, the relationship between subjective evaluations and sound metrics has nonlinear characteristics and is very complex. In order to link these subjective evaluations to sound metrics, the artificial neural network technology has been applied to two-dimensional sound quality index for a passenger car. These indexes is used for 46 passenger cars, which are samples of famous cars in the world. Also the preference in car sounds is evaluated by the trained NVH engineers. We coupled this preference with booming and rumbling sounds by using artificial neural network. In future, the two -dimensional sound index and preference index are very useful fur the development of brand sound in passenger cars.

• International Journal of Costume and Fashion
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• v.8 no.1
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• pp.53-64
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• 2008

This study defined luxury hanbok, categorized its consumers according to their lifestyles, and examined the differences between the lifestyle groups in preferred images of luxury hanbok and consumer habits. The subjects of the study were 216 luxury hanbok consumers resident in Seoul. The various types of statistical analyses used in this study were frequency, factor analysis, Cronbach's a, cluster analysis, ANOVA, Duncan-test and $X^2$-test. The results of this study were as follows: 1. The lifestyle of luxury hanbok consumers was classified broadly into 4 groups as: brand oriented, economic/appearance oriented, family oriented/socially oriented, self-driven/economic oriented. 2. The preferred images included these five factors: splendor, elegance, uniqueness, simplicity and tradition. The elegant image was aspired to by the brand oriented group. Meanwhile, the traditional image is sought after by both the brand oriented group and the economic/appearance oriented group. 3. The lifestyle groups differed significantly in the selection criterion such as material, brand and rarity. The brand oriented group placed greater importance on material, brand and rarity than other groups. 4. In addition, each group differed in their frequency of purchase, price range, and demographic characteristics.

• Journal of Fashion Business
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• v.5 no.1
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• pp.87-96
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• 2001

The purpose of this investigation is to investigate exact information for Korean consumer's the wearing and purchasing behavior of the imported fashion brand. The subjects were 118 female and shopper came shopping in Kang-Nam gu, Seoul. The subjects is buyer purchase the direct import-fashion brand. A questionnaire was surveyed through direct interviews. Data was processed by a computer(SAS) and analyzed by using frequency, percentage, $x^2$-test. The results of this investigation are as follows: 1. The consumer were surveyed to be more satisfy for the interior goods than satisfy for the direct import-fashion brand in the good's quality, character expression, lasting quality, brand, design, comfort etc. 2. The possession number were surveyed to possess mostly 1 - 2 suits. 3. The consumer's view for the clothing-size were surveyed to be a difference between imported fashion brand. 4. The consumer's selection for the clothing-size were surveyed to put on clothes directly, especially more young women than old women.

• Transactions of the Korean Society for Noise and Vibration Engineering
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• v.16 no.5 s.110
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• pp.457-469
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• 2006

In automotive engineering, the brand sound is one of the important advantage strategies in a car company. For the design of brand sound, the selection of descriptive word for a car sound is one of major works in automotive sound quality research. In this paper, booming and rumbling sound, which are professional words used by sound and vibration engineers are used for the design of brand sound. We employed sound quality metrics, which are used in the psychoacoustics. By most research results, the relationship between subjective evaluations and sound quality metrics has nonlinear characteristics. In order to correlate these subjective evaluations with sound quality metrics, the artificial neural network technology has been applied to two-dimensional sound quality index for a passenger car. These indexes are used for 46 passenger cars, which are samples of the famous cars around the world. Also a preference evaluation for car sound was carried out by sound and vibration engineers. We coupled this preference with booming and rumbling sounds by using artificial neural network. In future, the two dimensional sound and preference index will be very useful to develop brand sound in passenger cars.

• The Research Journal of the Costume Culture
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• v.26 no.3
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• pp.427-449
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• 2018

The current study aimed to segment Mongolian female consumers based on luxury consumption values and to compare lifestyle, demographic characteristics, purchase behavior, and perceived brand personality among the segments. The survey was administered to consumers who had purchased luxury products in Ulaanbaatar, Mongolia. A total of 184 surveys were used for data analysis. Exploratory factor analysis revealed five luxury values: quality value, hedonic value, conspicuous value, social value, and unique value. Using the five luxury values, clustering analysis was conducted, showing that there were four distinct segments: passive shoppers, showoffs, rational value groups, and hedonists. ANOVAs and chi-square analyses revealed that these four segments differed in consumption values, demographic characteristics, lifestyle dimensions (including appearance consciousness, leisure orientation, life enjoyment, and achievement orientation), and purchase behavior (including purchase frequency, price of products purchased, and product selection criteria). Moreover, value segments showed differences in five dimensions of luxury brand personality: sincerity, professionalism/attractiveness, excitement, materialism, and sophistication. The results suggest that consumption values serve as a significant basis for segmentation. Furthermore, the current study indicates that value segments can be described as consumers' perceived brand personality. The study concludes with a discussion of the results, theoretical and practical implications, and limitations.

• Journal of Fashion Business
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• v.16 no.6
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• pp.144-159
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• 2012

This study was to examine the effect of standards of selecting jeans and appearance management behavior on leisure lifestyle. Questionnaires were administered to 253 college students living in Deagu and Kyoungbuk. Data were analyzed by using frequency, factor analysis, regression analysis, t-test, and ${\chi}^2$-test. The findings are as follows. Factor structure of each concept appeared to be brand-valued, functionality valued and design-valued for standards of selecting jeans, diet management, exercise management, weight management and appearance satisfaction. Leisure lifestyle consisted of sports activity-type, sociality-type and self-management-type while value lifestyle consisted of active sociality-oriented, family-oriented and economic feasibility-oriented. There was a significant difference in brand-valued and design-valued of standards of selecting jeans and in frequency of wearing jeans male students showed higher than female students. The result of this study showed brand-valued, diet management, exercise management, weight management, and appearance satisfaction had significant effect on sports activity-type and design-valued and weight management had significant effect on sociality-type. Brand-valued affected self-management-type significantly and brand-valued, design-valued, diet management and appearance satisfaction had a significant effect on active sociality-oriented and brand-valued and diet management affected family-oriented.