Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
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Comparison of the Purchase Criteria and Fashion Information Sources for the Middle-aged and Elderly Women's Fashion Markets Segmented Based on Benefits Sought

의복추구혜택에 따른 중.노년기 여성 세분시장의 구매기준 및 패션정보원 비교분석

  • Lee, Jin-Hwa (Department of Clothing & Textiles, Pusan National University) ;
  • Kim, Chil-Soon (Department of Textile & Clothing Design, Kyung Hee University)
  • Published : 2007.06.30
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Abstract

The purpose of this study was 1) to segment the middle-aged and elderly women's fashion market based on the clothing benefits sought by the buyer and 2) to compare the purchase criteria and fashion information sources among the segmented markets. The data were collected using a self-administered questionnaire in Seoul and its surrounding suburban areas. Factor analysis, ANOVA, Duncan test, and Dunnett's T3 tests were used to conduct the data analysis from 285 out of 300 questionnaires. The middle-aged and elderly women's fashion market was segmented into four groups; value-oriented, social status/trend-oriented, uniqueness-oriented, and protection/ convenience-oriented. All four groups were significantly different in terms of purchase criteria and fashion information sources. The social status/trend-oriented group used external purchase criteria, such as country of origin or brand and obtained fashion information from personal experience, advice from the salesperson, and celebrities. The protection/convenience-oriented group sourced fashion information from newspapers, the internet, and the radio. The uniqueness-oriented group put less importance on practical use/convenience criteria. Marketing strategies for these segmented markets were discussed.

Keywords

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