International Journal of Costume and Fashion

The Korean Society of Costume (한국복식학회)
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Adolescent Consumer Segmentation According to Retailer Patronage in the School Uniform Market

  • Youn, Cho-Rong (Research Institute of Human Ecology, Seoul National University) ;
  • Jung, Hye-Jung (Research Institute of Human Ecology, Seoul National University) ;
  • Lee, Yu-Ri (Dept. of Clothing and Textiles/Research Institute of Human Ecology, Seoul National University)
  • Published : 2010.06.30
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Abstract

The purpose of this study was to investigate differences in purchase behaviors for school uniforms among adolescent consumer groups which were segmented by the type of retailer they patronized. An online survey was carried out and 907 data sets were analyzed using SPSS. The results support that classifying adolescent consumers according to what type of retailers they patronize lead to a proper understanding of the segmentation of the school uniform market. The adolescent consumers consisted of five groups categorized by the retailer types. These types included special stores, department stores, discount stores, small custom-made stores and stores designated by schools. The results also indicated that consumer groups segmented by retailer patronage differ significantly in their use of multimedia information sources. Five consumer groups showed significant differences in two purchase evaluative criteria: utilities and promotions.

Keywords

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