Person-Situation Benefit Segments of the Female Apparel Market in Seoul by a Prior Segmentation Method Benefit Soughts of Clothing, Perceived Risk, Importanc of Store Attribute, Store-Type Choice -

상황과 인규통계적 특성을 사전적 모형으로 연계시킨 혜택세분화 연구 -추구혜택, 지각된 위험, 상점 속성의 중요도 및 상점 선택 행동에 대한 상호작용효과를 중심으로-

The purpose of this study was to identify the pratical applicability of person-situation benefit segmentations of the female apparel market in Seoul by a prior segmentation method. The specific objectives of this study were 1) to identify the useful demographic variables for person-situation benefit segmentations of the female apparel market, 2) to assess that person- situation benefit segmentations of 1.he female apparel market are accessit)le by developing a profile of each segment based on the interactions of situation and personal characteristics on perceived risk, importance of store attributes and store-type choice, and on brand type prefered by each segment. 3) to assess the validity of person-situation benefit segmentations of the female apparel market in terms of easy accessibility. The data were collected via a questionnaire from 601 housewives of ages 20's to 50's living in Seoul, Korea. The data were analyzed by factor analysis, repeated measure two- way ANOVA and X2-test. The results of this study were as follows. First, the age-by-situation segmention basis and the education-by-situation segmention basis were useful for person-situation benefit segmentations of the female apparel market. Second, there were found three benefit segments (Youth/Fashion oriented users, Brand oriented users and Apathetic users of clothing) using age-by-situation segmention basis. Using education-by-situation segmention basis, five segments (Economic-value, Youth/Fashion, Brand/Self-expression Self-expression, and Apathetic users of clothing) were identified. And beifit segments classified by the age-by-situation segmention and education-by-situation segmention approach were accessible. Third, the pratical applicability of person-situation befeift segmentations of the female apparel market by a prior segmentation method were suggested.