신세대의 의생활양식과 의복선택행동에 관한 연구

Abstract

The ultimate purpose of this study is to suggest the most effective marketing strategy for the clothing consumer market based on the new generation consumers` clothing selection behavior analysis. In this thesis, it is attempted to make a progress in the new generation consumer`s clothing life style types, in clothing purchase behavior analysis among the clothing life style, and also in the marketing strategy for marketers. The subjects selected for the final analysis are 412 the new generation women of age 20 thru 34 in seoul and satellite town area. Data were processed the spss package program. As for the analytic method, factor analysis, clustering analysis. XCross-tubulation, F-test with ANOVA, frequency and percentage were applied in the survey. The major findings are as following : 1. The new generation consumer`s clothing life style is classified into four types : the characteristic fashion-directory type(25.7%) ; The reason traditional type(9.0%) ; The sensitivity fashion-following type(11.0%) ; The community brand-conscious type(54.3%). 2. Clothing life style types characteristic of the new generation consumer proved that clothing life style types are a significant difference according to the life style, the fashion consciousness and the demographic traits such as education and the average monthly spending on clothing. 3. There is an important discrimination according to the clothing life style types in their clothing purchase behavior such as information usage, clothing choice criterion and brand loyalty. 4. Based on the result of our analysis and the review of literature, the marketing strategy is suggested that characteristic and new design development is efficient way to consumers` purchase need. Therefore apparel industary which pursue and added value must frame marketing strategy on the basis of the target consumers` sensitivity characteristic according to the life style and fashion consciousness.