여성 소비자 유형별 웰빙 마케팅 전략에 관한 연구

Abstract

The purposes of this study were to analyze “well-being” lifestyle pursuits depending on consumer types and to classify female consumer types according to their “well-being” awareness. This study also intended to examine the levels of consumers’ participation in pursuing a “well-being” lifestyle, and to find female consumers’ characteristics related to well-being lifestyle.The results of study were as follows: First, female consumers were classified in terms of their lifestyle by using their participation in, and awareness of well-being concerns. The results were divided into four groups: society/family-oriented group, “well-being” oriented leading group, trend-oriented material wealth pursuit group, and self-centered/fashionable appearance-oriented group. Second, the results of examining characteristics by female consumer type in terms of their pursuit of a well-being lifestyle show that the “well-being” oriented leading group had the greatest number of innovators and followers. Also, the trend-oriented material wealth pursuit group consisted of mostly medium level participants, and the self-centered/fashionable appearance- oriented group had the greatest number of “well-being” lifestyle bystanders. With regards to practical participation group, significant differences were found in the sections of “health”, “leisure” and “whole”, except for “appearance management”. With regards to purchase experience of “well-being” products, the health-oriented leading group was the highest participation level in the sections of “clothes” and “food”, except for “residence”, in which the society/family-oriented group was the highest. 攀Corresponding Author: Seung-Hee Jang, E-mail: she1030@chollian.net攀攀 Third, demographical characteristics within female consumer types classified by “well-being”