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소비자의 의류상점선택기준에 따른 시장세분화와 마케팅전략

Market Segmentation and Marketing Strategy According to Apparel Retail Store Selection Criteria of Consumer

Abstract

The purpose of this study was 1) to find out Market segmentation possibilities according to consumer's store selection factors by analysis of Consumer's attitude and oriteria of apparel store selection, 2) to provide marketing strategies of segment marker for apparel stores Research problems were as follows. 1) To find out the important factors of consumer's store selection and to segment markets according to their factors. 2) To find out consumer characteristics (demographic variables, clothing life factors, cloth-ing purchase behaviors) according to segment markets. 3) To find out preference store types and preference factors according to segment markets. 4) To provide marketing mix strategy for retail apparel store sales. The subjects selected for the final analysis were 586 female college students, housewives, and workers living in Seoul. A questionnaire was developed in order to measure consumer's selection criteria of apparel store, consumer characteristics and preferred store types and preferential factors. The results of this study were as follows: 1. There were 8 factors of consumer's store selection such that: the high quality, convenience, store atmosphere, economy, dependency commercials, store patronage, the conformity, product assortment. the result of cluster analysis based on these 8 factors of store selection verified that market was able to be segmented as four different market, which were the store loyalty group, the aligned economical group, the assortment pursuing group, the store fame dependent group. 2. There were significant differences among four groups, for 4 variables related to consumer's characteristics such as demographic characteristics (sex, age, job, level of education, the living quarters, marrige or unmarrige), clothing life factors, clothing evaluating criteria, and favorite fashion information sources. 3. There were significant differences among four groups for 2 variable related to store preference such as preference types of store and preference factors of store.

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이 논문을 인용한 문헌 (6)

  1. Lee, Joo-Eun ; Lim, Sook-Ja ; Yang, Yoon 2000. "A Study on Wedding Dress Store Choice Process" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 24(2): 266~276 
  2. 2000. "Patronage Orientations of Service Facilities and Clothing Purchase Behaviors: A Typology of Department Store Customer Segments" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 24(4): 571~582 
  3. 2003. "Competitive Structure between Department Store and Discount Store based on Consumers' Purchase Intention" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 27(5): 570~581 
  4. 2003. "Clothing Evaluation Criteria and Purchase Intention based on Consumers′ Clothing Shopping Orientation in Cyber Shopping" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 27(7): 789~799 
  5. 2004. "College Students' Apparel Shopping Orientations and Store Selection for Purchasing Jeans" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 28(5): 547~558 
  6. Park, Jin-Je ; Lee, Jin-Hwa 2012. "Study on the Preferred Store Type and Store Choice Properties of Clothing Shopping Consumers Based on the AHP Method" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 36(2): 138~151 

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