Perceptual Differences in Brand Images of National Medium-low Priced Casual Clothing According to Consumer Purchase Characteristics

소비자 구매특성에 따른 중저가 캐쥬얼 상표 이미지 지각의 차이

Ther purpose of this study was to investigate the perceptual differences in brand images of national medium-low price casual clothing according to purchase volume and brand loyalty. Additionally, differences between Seoul and County of Chungnam in purchase volume of each brand of medium-low priced casual, information source and companion in purchasing the brands were analyzed. The questionnaires were administered to 540 college student living in Seoul and County of Chungnam, and the method used to analyze the data were frequency, factor analysis, and t-test. The results were as follows: 1) Perceptual mapping showed that preference ranks among the six brands were same regardless of purchase volume and brand loyalty, but heavy users and loyal consumers to medium-low priced casual brands had more favorite brand image than light users and non loyal consumers. 2) Those who live in County of Chungnam purchased all six brands more than those who love in Seoul with the exception of Hunt. Information sources such as catalogs and celebrity were more used in County of Chungnam. Most accompanied shopping alone both in Seoul and County of Chyngnam, however family members were more influential in Seoul, whereas the same sex friends were in County of Chyngnam.