An Analysis of the Consumer's Behavior on the Fashion Brands Applying the Characters

캐릭터 활용 패션브랜드에 대한 소비자행동 분석

The purposes of this study were to examine the consumer's behavior on the brands applying the characters by gender, age and residential district, and then to propose the future planning of brands applying the characters and distribution strategies. From Junior on middle school to forty-year olds were selected for this study and areas were grouped to five for comparing the residential distinction. The questionnaire was consisted with 25 questions. Nominal scale and 5-interval scale were used for analysis. The SPSS 12.0 was used to analyze the technical statistics such as average, frequency, t-test, ANOVA, and $x^2$. The results of this study were as follows : 1) The characters influenced on remembering the brand's name regardless gender, agen and residential district. 2) When consumer bought the brand with character, the most important factor is the brand name recognition. 3) It would be desirable to use the one or two mixed methods which express the characters on the clothes. 4) When they distribute the character brands, they would supply more feminine characters in 3rd district, more manly one in 4th district and less quantities in the 3rd and 4th district for lowering inventory. The next must be follow to succeed the character using strategy of fashion brands. It is needed to segment the target for new character creation of specific generation, and to grasp the point of the trend which oriented by the target, and to reflect what they like and what they feel sympathy on character image and brand concept.