The purposes of this study were 1) to segment the female formal suit market based on clothing benefits sought by housewives in Checheon 2) to compare the real and ideal self-image's relative power on the clothing benefits factor, and 3) to develop a profile of each segment concerning self-image (real and ideal), and demographics. The data wer collected via a questionnaire from housewives. Using factor and cluster analysis, four groups were identified and labeled as 1) Easy care oriented users 2) Aesthetics/fashion oriented users 3) Low benefit oriented users. ANOVA, Duncan's Multiple Range Test, Chi-square statistics revealed significant differences among the three groups according to clothing benefits, real and ideal self-image and demographic variables.
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