A Study on Benefit Segmentation and Clothing Preferences

소비자의 추구혜택에 따른 의복 선호도에 관한 연구

The purpose of this study is to find out the benefits sought factors of clothing and to segment the female apparel market to analyze clothing preferences and demographic characteristics of benefit segments. The subjects were 303 female in their 30's and 40's living in Seoul and the Kyunggi province. For data analysis, mean, Factor Analysis, Cluster Analysis, ANOVA, Duncan test, x²-test were conducted. The results are as follows: 1. Benefits sought by female were found to include five different factors-brand, individuality, fashionability, activity and economy. As a result of subdividing the female, five distinctive groups were formed on the basis of benefit factors-brand oriented group, indifference group, indifference group, fashion oriented group, economy oriented group, individuality oriented group. 2. Among the classified benefit groups, there were significant differences in clothing preferences according to fabric, style and color. 3. Among the classified benefit groups, there were significant differences in demographic variables according to the academic background, occupation of the subjects.