Journal of Families and Better Life (가정과삶의질연구)

Korean Home Management Association (가정과삶의질학회)
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The Standard of Living Aspired by Korean Consumers : A Consumer Research with a Qualitative Method

우리나라 소비자가 추구하는 생활표준 : 질적 접근법을 이용한 소비자연구

  • Published : 1997.09.01
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Abstract

The purpose of this study is to understand the elements of the standard of living aspired by today's Korean consumers with the consumer choice theory of the institutional school. This study attempted a qualitative method that is narration to collect live stories from 12 narrators. The results of this study indicated that Korean consumers eagerly aspired socially oriented standard of living which is farely materially oriented and mainly composed of a fixed list of famous brands. The physiological and welfare elements of the standard of living were not expressed in 12 narrators' stories. The personal and individual elements were also expressed within a limited extend. These results imply that the neoclassical theory of consumer choice is not appropiate for consumers in culture of collectivism.

Keywords

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