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소비자의 의류상점선택기준에 따른 시장세분화와 마케팅전략
Market Segmentation and Marketing Strategy According to Apparel Retail Store Selection Criteria of Consumer

이선재   (숙명여자대학교 의류학과UU0000824  ); 장은영   (숙명여자대학교 의류학과UU0000824  );
  • 초록

    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.


  • 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     

 저자의 다른 논문

  • 이선재 (59)

    1. 1985 "섬유의 극세섬유 부지물 염색가공기술에 관한 연구" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles 9 (2): 75~84    
    2. 1987 "한국여성의 가치관과 의복디자인 선호도와의 상관성 연구" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles 11 (1): 29~42    
    3. 1991 "한$\cdot$미 대학생 및 교포 대학생간의 의복태도에 관한 비교 연구" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles 15 (2): 173~187    
    4. 1995 "신세대의 의생활양식과 의복선택행동에 관한 연구" 服飾 = Journal of the Korean Society of Costume 24 (): 217~233    
    5. 1995 "의류상품의 신문광고 효용에 관한 연구 -여성 기성복 광고를 중심으로-" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles 19 (2): 329~339    
    6. 1996 "의류광고효과에 미치는 감정반응 연구" 服飾 = Journal of the Korean Society of Costume 28 (): 187~204    
    7. 1996 "신세대 여성의 진바지 착용태도와 정보원 활용에 관한 연구" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles 20 (2): 336~349    
    8. 1997 "유행몰입에 따른 해외 브랜드 의복 구매에 관한 연구" 服飾 = Journal of the Korean Society of Costume 33 (): 105~115    
    9. 1997 "향(香) 집에 관한연구" 服飾 = Journal of the Korean Society of Costume 33 (): 117~142    
    10. 1997 "의복관여와 상표확장과의 상관성 연구" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles 21 (7): 1124~1138    

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