버버리 패션명품 소비자의 동조성과 개성에 관한 연구

Abstract

The purpose of this study was to analyze how the purchase of BURBERRY prestigious fashion brand, accomplishing the most successful luxury brand in Korea, correlated to the demographic and psychological characteristics of the BURBERRY purchasers, especially, conformity and individuality. The responses of 304 female living in Seoul and the metropolitan area between 20s- over 50s who had ever bought BURBERRY were used in the study. The following results were found: 1) BURBERRY consumer's psychological characteristics were classified into 2 types of conformity (normative conformity and identificational conformity) and 2 types of individuality (anticonformity and independence) 2) 3 factors of the attributes of BURBERRY products were identified: functionality (color, multipurpose, easy-care, pattern), symbolic(brand renown & trust, history & heritage, scarcity) and aesthetic(quality, design) 3) Women conforming to higher clothing conformity attached great importance to the symbolic attributes of BURBERRY 4) The importance factors of decision on purchasing of BURBERRY were design, brand renown & trust and product quality among which the design was the highest in degree and order.