As contemporary society is directed toward the highly industrialized society with the development of high technology, it has led to improvements in the standard of life. Reduced working hours and increased leisure time have led contemporary people to have increasing interests in leisure-time use. Es...
As contemporary society is directed toward the highly industrialized society with the development of high technology, it has led to improvements in the standard of life. Reduced working hours and increased leisure time have led contemporary people to have increasing interests in leisure-time use. Especially, they have come to have greatly mounting interests in health promotion through sports or leisure activities, of which they are increasingly taking part in swimming as the optimal sport for bodily coordination. swimming suit is taking root as the for-season leisure wear, not the specific item enjoying a boom only in summer.
The purpose of this study was analyze how korean adult women's swimming suit buying behavior varied according to consumer characteristics. Especially, it was intended to provide basic materials for swimming suit product development and quality improvement appropriate to consumer characteristics with a focus on product evaluation criteria. Questionnaire research was conducted for 850 adult women resident in Seoul, to whom questionnaire were distributed and who were asked to complete their questionnaires. To make date analysis, frequency and percentage were measured for adult women's swimming suit buying behavior. And x^(2)-test and F-test were conducted to analyzed the relationship between the factors of consumer characteristics and swimming suit buying behavior and the Duncan test was conducted as the post hoc test.
1. As for buying motive, of swimming suit buying behavior, it was shown that the highest proportion of adult women bought their new swimming suit because their old swimming suit was wornout and most adult women tended to buy their new swimming suit or their own will rather than at others' suggestion.
2. As for the source of information at a time. of swimming suit purchase, adult women collected information from the product on display most and bought their swimming suit in a planned way in relation to the degree of purchase planning. It was shown that the adult women having the occupation related to swimming, the high frequency of swimming or the number of swimming suits held had the plan to buy their new swimming suit. For the purpose of stores search, the highest proportion of adult women tended to shop around two or three stores at a time of swimming suit purchase.
3. As for product evaluation criteria, adult women showed the high scores in order of the type and quality of material, activity and functionalism, dimensions and fitness. Product evaluation criteria were investigated by each variable of consumer characteristics. As a result, it was found that adult women related to swimming attached importance to activity and functionalism in terms of quality performance criteria and that regularly swimming adult women attached importance to durability. And endomorphic or ectomorphic adult thought of dimensions and fitness as important product evaluation criteria compared to mesomorphic counterparts.
4. In many cases actual swimming suit purchasers were the adult women who bought their swimming suit, and they used the department store or the large shopping center as the place of purchasing the swimming suit. Its reason was that the department store or the large shopping center had a diverse assortment of products. 70.2% of adult women showed the repeat purchase of their swimming suit at the same store. The reason for repeat purchase was shown to be in order of the diversify of kind, good quality and confidence in brand.
5. As for the level of satisfaction with swimming suit purchase, it was shown that adult women were generally satisfied with their swimming suit purchase. It was found that their level of satisfaction was higher in order of activity and functionalism, the type and quality of swimming suit materials, and ease in washing management while they showed the low level of satisfaction with price, the fastness of color to washing, light and detergents and durability. An attempt was made to investigate the level of satisfaction with the swimming suit product in terms of the variables of consumer characteristics. As a result, it was found that in term, of quality performance criteria the adult women having the occupation related to swimming had the low level of satisfaction with the type and quality of swimming suit materials, ease of washing and management, activity and functionalism, and durability. In terms of extrinsic criteria, adult women showed the low level of satisfaction with price for the swimming suit compared to other criteria. In terms of aesthetic criteria, it was shown that younger adult women attached importance to product level of satisfaction with design, color and pattern compared to old adult women. Most of those showing dissatisfaction with their swimming suit were found to have on active attitude toward post-purchase treatment.
As contemporary society is directed toward the highly industrialized society with the development of high technology, it has led to improvements in the standard of life. Reduced working hours and increased leisure time have led contemporary people to have increasing interests in leisure-time use. Especially, they have come to have greatly mounting interests in health promotion through sports or leisure activities, of which they are increasingly taking part in swimming as the optimal sport for bodily coordination. swimming suit is taking root as the for-season leisure wear, not the specific item enjoying a boom only in summer.
The purpose of this study was analyze how korean adult women's swimming suit buying behavior varied according to consumer characteristics. Especially, it was intended to provide basic materials for swimming suit product development and quality improvement appropriate to consumer characteristics with a focus on product evaluation criteria. Questionnaire research was conducted for 850 adult women resident in Seoul, to whom questionnaire were distributed and who were asked to complete their questionnaires. To make date analysis, frequency and percentage were measured for adult women's swimming suit buying behavior. And x^(2)-test and F-test were conducted to analyzed the relationship between the factors of consumer characteristics and swimming suit buying behavior and the Duncan test was conducted as the post hoc test.
1. As for buying motive, of swimming suit buying behavior, it was shown that the highest proportion of adult women bought their new swimming suit because their old swimming suit was wornout and most adult women tended to buy their new swimming suit or their own will rather than at others' suggestion.
2. As for the source of information at a time. of swimming suit purchase, adult women collected information from the product on display most and bought their swimming suit in a planned way in relation to the degree of purchase planning. It was shown that the adult women having the occupation related to swimming, the high frequency of swimming or the number of swimming suits held had the plan to buy their new swimming suit. For the purpose of stores search, the highest proportion of adult women tended to shop around two or three stores at a time of swimming suit purchase.
3. As for product evaluation criteria, adult women showed the high scores in order of the type and quality of material, activity and functionalism, dimensions and fitness. Product evaluation criteria were investigated by each variable of consumer characteristics. As a result, it was found that adult women related to swimming attached importance to activity and functionalism in terms of quality performance criteria and that regularly swimming adult women attached importance to durability. And endomorphic or ectomorphic adult thought of dimensions and fitness as important product evaluation criteria compared to mesomorphic counterparts.
4. In many cases actual swimming suit purchasers were the adult women who bought their swimming suit, and they used the department store or the large shopping center as the place of purchasing the swimming suit. Its reason was that the department store or the large shopping center had a diverse assortment of products. 70.2% of adult women showed the repeat purchase of their swimming suit at the same store. The reason for repeat purchase was shown to be in order of the diversify of kind, good quality and confidence in brand.
5. As for the level of satisfaction with swimming suit purchase, it was shown that adult women were generally satisfied with their swimming suit purchase. It was found that their level of satisfaction was higher in order of activity and functionalism, the type and quality of swimming suit materials, and ease in washing management while they showed the low level of satisfaction with price, the fastness of color to washing, light and detergents and durability. An attempt was made to investigate the level of satisfaction with the swimming suit product in terms of the variables of consumer characteristics. As a result, it was found that in term, of quality performance criteria the adult women having the occupation related to swimming had the low level of satisfaction with the type and quality of swimming suit materials, ease of washing and management, activity and functionalism, and durability. In terms of extrinsic criteria, adult women showed the low level of satisfaction with price for the swimming suit compared to other criteria. In terms of aesthetic criteria, it was shown that younger adult women attached importance to product level of satisfaction with design, color and pattern compared to old adult women. Most of those showing dissatisfaction with their swimming suit were found to have on active attitude toward post-purchase treatment.
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