• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.8
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• pp.1128-1140
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• 2002

As consumers' alternatives in fashion store selection increase, they select different store types to purchase different product types. Therefore, the probability of patronage mix behavior according to product type increases. Understanding consumers patronage mix behavior, finding out the determinant attributes of fashion stores for each product type are important to retailers and marketers for building a successful merchandising and marketing strategies. Most of the previous researches in store selection and patronage assume consumer behavior as single store patronage, and thus relatively little is known about patronage mix behavior. Also, little attention has been given to product characteristics as an important variable in store patronage behavior. The purposes of this study were to determine the effects of product characteristics in consumers patronage mix behavior. In this study, a theoretical model including product characteristics as an intervening variable between store attributes and patronage behavior was developed. A Questionnaire was developed and data were collected form 464 adult women living in Seoul area in Korea. Factor analysis, paired t-test, ANOVA, Duncan test and discriminant analysis were employed to analyze the data. As a result, the suggested model was partially verified. First, the product characteristic was found to have an effect on perceived importance of store attributes and on determinant attributes of stores. Consumers were found to use different evaluative criteria for store attributes when they purchase different product types. Second, the perceived importance of store attributes was determined by consumer characteristics as well as product characteristics. Third, the determinant attributes in store selection were affected not only by the perceived importance of store attributes but also by the type of product to be purchased.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.9
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• pp.1354-1365
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• 2002

With the appearance of many new types of fashion stores in Korea, competitions among fashion store types art fiercer than ever before. As consumers alternatives in fashion store selection increase, they select different store types to purchase different product types. Therefore, the probability of patronage mix behavior according to product type increases. Understanding consumers patronage mix behavior, finding out the determinant attributes of fashion stores for each product type, and analyzing competitive structures among fashion stores are important to retailers and marketers for building a successful merchandising and marketing strategies. An empirical study was conducted to analyze the competitive structure among the store types by consumers' patronage mix behavior. A questionnaire was developed and data were collected from 464 adult women living in Seoul area in Korea. Factor analysis, paired t-test, ANOVL Duncan test, and discriminant analysis were employed to analyze the data. Data regarding patronage mix behavior by product type proved that certain store types had ‘natural dominance’ in a particular product type as Hirschman(l978) pointed out. Also, a new analytic method of the competitive structures among fashion store types was suggested in the study, by which a specific store type retailer can analyze his/her own customers' patronage mix behavior by product type. The analysis will enable retailers to distinguish which of their competitors are substitutive, selling same product types, and which are complementary, selling different product types. Retailers have to concentrate on the strategies for the substitutive competitors rather than complementary competitors because their marketing abilities and resources are limited.

• The Korean Journal of Community Living Science
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• v.18 no.2
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• pp.265-276
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• 2007

The purpose of this study was 1) to find out the consumer patronage mix of department and fashion outlet stores, 2) to compare the clothing and price attitudes among store patronage groups and 3) to compare the importance of the stores' attributes among the store patronage groups. The subjects were 381 female consumers in the Seoul and Gyeonggi areas. Questionnaires were used to collect the data. The data was analyzed by frequency, factor analysis, ANOVA, Duncan's Multiple Range Test and Cronbach's Alpha. The results were as follows. First, clothing purchasing attitudes of the total respondents were classified by three factors: fashion/confident oriented, appearance oriented, and brand-name oriented. Also, clothing price attitudes were composed of three factors: price/quality-prestige inference, discount/low price pursuit and benefit/value pursuit. In addition, the importance of the store's attributes was composed of five factors: convenience/service, concern of fashion outlet store, brand-name/fashionability, awareness of fashion outlet store, and practical advantage of the store. Second, the department store patronage group was significantly different from the fashion outlet store patronage group in clothing attitude, price attitude, and the importance of the store attribute. Third, the responses of the department store patronage group were significantly different from those of the fashion outlet store patronage group in product reliability and awareness of the fashion outlet store.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.7 s.144
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• pp.1037-1047
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• 2005

The purpose of this study was to find out consumer's store patronage mix behavior among different types of apparel stores according to interaction between clothing items and situations. The subjects of this study were female adults who lived in Seoul. The sampling method was quota sampling. The data was obtained from 391 questionnaires. The data were analyzed using frequency, one-way ANOVA, Duncan test, and two-way ANOVA by means of SPSS. The results were as follows; 1. According to, clothing items, store patronage mix of consumer was found to be significantly different in cases of department stores and high-fashion boutiques, brand stores, discount stores of famous brands, mass-wholesale stores and mass-agent stores. 2. According to the situations, patronized store types were found to be significantly different among department store and high-fashion boutiques, brand stores, discount stores of famous brands, mass-wholesale stores and mass-agent stores. In a gift-purchasing situation, department stores and high-fashion boutiques got the highest score, in a self-usage situation, mass-wholesale stores, discount stores of famous brands and brand stores got the highest score. 3. Store patronage mix of consumer was found to be significantly related to the interaction between clothing items and situations. Department stores and high-fashion boutiques have the highest score far a consumer to purchase a suit for a gift, meanwhile brand stores have the highest score for self·usage.

• Journal of the Korean Society of Costume
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• v.63 no.7
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• pp.17-30
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• 2013

An understanding of store patronage behavior is a critical issue for retail managers, especially when it comes to a new kind of retail store, as it enables them to identify and target potential customers. Reflecting this managerial need, this study is focused on the fashion multi-brand shop, specifically investigating its store attributes, customers' shopping orientation, and store patronage. Accepting the shifting marketing paradigm from 4P's marketing mix to 7P's marketing mix, the 7P's marketing mix is employed in this study to measure the store attributes, including people(sales oriented and customer oriented), price, place, promotion, physical environment, process, and product. The store attributes significantly influencing patronization are found as customer oriented sales people, product, physical environment, and process. The shopping orientations of the customers, 222 female adults aged from 20s to 40s are found as ostentatious, pleasant, fashion pursuant, rational, and addictive. The consumers who are ostentatious, pleasant, and fashion pursuant are highly likely to be patronize to the fashion multi-brand shops.