A Study on Store Image according to Clothing Shopping Orientation of Consumers

소비자의 의류쇼핑성향에 따른 점포이미지에 관한 연구: 여고생과 20대 여성소비자를 중심으로

  • 하종경 (영남대학교 생활과학대학 의류학과) ;
  • 박옥련 (경성대학교 생활과학부 의상학과) ;
  • 이정옥 (영남대학교 생활과학대학 의류학과)
  • Published : 1999.07.31

Abstract

The purpose of this study was to establish store marketing strategies according to consumers pattern obtained by the importance of the image attributes of each store and a pattern of consumers based on clothing shopping orientations. 1. The clothing shopping orientations were classified into five factors. The analysis on the sample group pursuant to 5 types orientations came out the groups to pursue the royal to store & brand name, economics, shopping, convenience and fashion & confidence. 2. store atmosphere, selling promotion, servience and products were extracted from the shop image attributes. 3. As a result of comparing the importance of store image attributes as per clothing shopping orientation, the fashion & confidence pursuing group deemed store atmosphere and convenience to be the most important one. Service and convenience for the pursuing group of royal to store & brand name and the shopping pursuing group. Products, service and convenience for the convenience pursuing group. And the economics pursuing group evaluated all factors low.

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