의류상품 수준에 따른 브랜드 유형별 소비자 행동 연구
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 김미경 | - |
dc.contributor.author | 이선재 | - |
dc.date.accessioned | 2021-11-01T04:40:19Z | - |
dc.date.available | 2021-11-01T04:40:19Z | - |
dc.date.issued | 2002-10 | - |
dc.identifier.issn | 1226-0401 | - |
dc.identifier.uri | https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/60597 | - |
dc.description.abstract | This study examined consumer characteristics and consumers' clothing purchase behavior for each of the four fashion brand types. The ultimate purpose of this study is to suggest the most effective marketing strategy for competitive advantage in fashion brand strategy. The subjects selected for the final analysis are 412 women of age 20 thru 34 in Seoul and areas. The data were analyzed using frequency, percentage, factor analysis, chi-square test, ANOVA, duncan test. The results of our study indicate that it is possible to meaningfully describe and contrast four brand types based on consumer's characteristics and purchase behavior.1. The clothing brand is classified into four types : Designer brand 10.9%, National brand 27.2%, Middle-price brand 36.2%, Low-price brand 25.7%.2. There are significant diferences according to four brand types in the demographic traits such as age education and income the average monthly spending on clothing.3. There are an important discrimination according to four brand types in their clothing purchase behavior such as information usage, clothing choice criterion and brand choice motivation.4. Based on the result of this analysis and the review of literature, the brand strategy is suggested that characteristic and products development is efficient way to each brand consumers' purchase need. Therefore each brand which pursue an added value must frame marketing strategy on the basis of the target consumers' sensitivity characteristic according to the fashion consciousness. | - |
dc.format.extent | 11 | - |
dc.language | 한국어 | - |
dc.language.iso | KOR | - |
dc.publisher | 복식문화학회 | - |
dc.title | 의류상품 수준에 따른 브랜드 유형별 소비자 행동 연구 | - |
dc.title.alternative | Consumer Behavior on Brand Types according to Clothing Goods Level | - |
dc.type | Article | - |
dc.publisher.location | 대한민국 | - |
dc.identifier.bibliographicCitation | 복식문화연구, v.10, no.5, pp 493 - 503 | - |
dc.citation.title | 복식문화연구 | - |
dc.citation.volume | 10 | - |
dc.citation.number | 5 | - |
dc.citation.startPage | 493 | - |
dc.citation.endPage | 503 | - |
dc.identifier.kciid | ART000858460 | - |
dc.description.isOpenAccess | N | - |
dc.description.journalRegisteredClass | kciCandi | - |
dc.subject.keywordAuthor | brand strategy(브랜드 전략) | - |
dc.subject.keywordAuthor | brand types(브랜드 유형) | - |
dc.subject.keywordAuthor | clothing purchase behavior(의복구매행동). | - |
dc.identifier.url | https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART000858460 | - |
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