Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Children's Wear Purchasing Behavior by Retired Women and the Missy Group with a View to their Shopping Orientation

의복쇼핑성향에 따른 집단별 유아동복 구매행동의 세대 간 차이 -뉴실버세대와 신세대 주부를 중심으로-

  • Received : 2011.09.28
  • Accepted : 2011.11.10
  • Published : 2012.01.31
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Abstract

This study examines the children's wear purchasing behavior of younger generation women (the missy group) and in the new-silver generation (retired). The data collected in the study were examined with a view to establish effective marketing strategies within the children's wear market, a market where the age and characteristics of the actual purchasers of the products have become more diverse. A descriptive survey method using a self-administered questionnaire was employed. The sample consisted of 398 females between the ages of 28 and 64 residing in Seoul and the Gyeonggi-do area. Data collected were analyzed by frequency, t-test, ANOVA, factor analysis, cluster analysis, and Cronbach's alpha coefficients. Respondents were classified into 4 groups by their clothes shopping orientation: conformable/brand conscious purchasing type, planned purchasing/enjoy shopping type, store/brand loyal impulse-oriented type, and dependent/low shopping interest type. There were differences between the missy and the new- silver generations under consideration. It is clear from the study that, even though some individuals of the missy group and of new-silver group belonged to the same shopping orientation type, individuals still showed differences with regard to children's wear purchasing behavior.

Keywords

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