초록
The purposes of this study were to segment consumers by Korean image perceptions and to investigate the differences among the segmented groups in regard to Korean image preferences in casual wear The subjects of the study were 653 women consumers who lived in Seoul. Data were collected from July to September, 2007. Statistical analyses used in the study were factor analysis, cluster analysis, ANOVA, and Duncan test. The results showed that there were four factors of Korean image perceptions: natural, feminine, passionate, and simple images. Based on the four factors, the consumers were segmented into three groups. They were natural image perception group, low interest group, and feminine image perception group. The results showed that there were significant differences among the segmented groups in regard to Korean image preferences In casual wear. For example, natural image perception group prefer diverse Korean prints, blue and green colors, natural fabrics, and diverse casual types for their Korean image casual wear. In the meanwhile, feminine image perception group generally prefer soft fabrics, red and purple colors in their Korean image casual wear.