• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.3
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• pp.334-347
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• 2013

This study obtains information required for a comprehensive understanding of the brand-switching behavior by cosmetics consumers and for the establishment of effective strategies to make customers more loyal to the company. The study examines the relationships between customer shopping orientation and brand switching motives with respect to cosmeceuticals. A descriptive survey method using a self-administered questionnaire was employed. The sample consisted of 1,258 females between the ages of 20's and 30's residing in Seoul and the Gyeonggi area who use whitening products, sunscreen, or other anti-aging cosmetics. The results showed that shopping orientation influenced brand-switching motives in regards to purchasing cosmeceuticals. The orientation of depending on information and seeking fashion trend were the major factors to induce brand-switching behavior in purchasing whitening products, sunscreen, and anti-aging treatments. However, there were differences in the type of factors of shopping orientation and in their intensity of affecting brand-switching motives depending on the specific cosmeceuticals. In particular, in the case of sunscreen, as compared to other products, the customer shopping orientation should be considered from more diverse perspectives in order to formulate effective marketing strategies related to brand switching. In light of these results, customer shopping orientation with respect to cosmeceuticals is a variable that influences the cause brand switching. Therefore, differentiated marketing strategies that reflect the different characteristics of shopping orientation according to each item of cosmeceuticals are recommended to improve the satisfaction level of the companies' target market. Current consumer needs for practical benefits and for new products should be simultaneously reflected in the plans for new product development of each type of cosmeceutical.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.10
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• pp.1673-1682
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• 2009

The purpose of the study was to investigate differences in: 1) importance of buying motives including external stimuli and sales promotional stimuli among groups according to levels of diversity orientation; 2) importance of buying motives including external stimuli and sales promotional stimuli among their subordinate factors. Questionnaires were distributed 340 women who aged between 20 and 30. A sample of 317 women responded to the questionnaire. Using SPSS/PC version 12.0, factor analysis reliability analysis, Analysis of Variance (ANOVA), and Repeated measure ANOVA were used for the data analysis. As results, there were significant differences in importance of buying motives including external stimuli and sales promotional stimuli among groups according to levels of diversity orientation. Also, there were significant differences in importance of external stimuli and sales promotional stimuli among their subordinate factors.

• Journal of the Korean Society of Costume
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• v.49
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• pp.113-124
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• 1999

The purpose of this study was to categorize brand-switching behaviors into subdivided groups by variety seeking and perceived differences between brands and to compare and to analyze brand-switching motive perceived differences between brands clothing-involvement and buying price among the subdivided groups. The subjects were 343 female and male to have jean pants-buying experience in their age of 20-29 living in Seoul and Kyunggi province. For the analysis of the data mean frequency t-test $\chi^2$-Test Factor analysis MANOVA Duncan-test were conducted and the cronbach's $\alpha$ has been calculated to measure the reliability The results are as follows: 1. brand-switching behaviors are categorized into 4 groups by strength of variety-seeking and perceived differences between brands that are small or large which are habitual brand switchers internal derived brand-switchers external derived brand-switchers and combined derived brand-switchers. 2. Among the 4 sub-groups there were significant difference in brand-switching motive according to factors such as change-seeking needs and price & promotion. And there were significant differences in perceived differences between brands according to factors such as apparel design clothing -symbolism fitness except apparel shop. 3. According to strength of variety-seeking levels of clothing-involvement and buying price have increased Combined derived brand-switchers have totally the strongest variety-seeking and the highest clothin-involvement and they purchase the highest priced jean-pants of the other types of consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.12
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• pp.1991-2001
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• 2009

This study provides basic information that is needed to build marketing strategies related to consumer brand-switching, through the investigation of consumer motivations for brand-switching, as determined by the types of fashion products. The study was implemented by a descriptive survey method using a questionnaire. The survey was conducted during the period of May $11^{th}$ through July $5^{th}$ 2008. A total of 184 completed responses were analyzed. All respondents were from the Seoul area and between the ages of 20 and 31. Factor analysis and Cronbach's alpha coefficients, one-way ANOVA and Duncan test were employed for the analysis of data. Significant differences were found in brand-switching motives according to the types of fashion products. For clothing, shift behavior occurred more often in conjunction with the attributes of the products itself, such as design, color, price, size, and fiber content. In general, clothes more than shoes, were likely subject to brand-switching most often on the basis of situational factors. On the other hand, for shoes, more brand-switching activities occurred because of non-product attributes, such as discounts, coupons, desire for a change, and wearing of friends. In light of the results, there is a need to differentiate brand related marketing strategies with respect to clothing and shoes. For clothing, efforts focusing on the improvement of the product attributes will be more effective in minimizing brand-switching. There is also a need to improve instructions for increasing the product understanding of salespersons as well as the ability to give advice in accordance with personal consumer characteristics. With regard to shoes, greater efforts should be given to promotional activities, and the desire of consumers for a change in order to prevent brand-switching of customers.