Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
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A Study on Outdoor Apparel Market Segmentation by Benefits Sought - Focused on Middle School & High School Students -

아웃도어 의류제품의 추구혜택에 따른 세분화에 관한 연구 - 중·고등학생 소비자를 중심으로 -

  • An, Hyun Jin (Dept. of Home Economics Education, The Graduate School of Education, Pusan National University) ;
  • Lee, Jin Hwa (Dept. of Clothing & Textiles, Pusan National University)
  • 안현진 (부산대학교 교육대학원 가정교육 전공) ;
  • 이진화 (부산대학교 의류학과)
  • Received : 2013.01.22
  • Accepted : 2013.12.26
  • Published : 2013.12.31
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Abstract

Nowadays, sports and outdoor market has been popular and expanding since the implementation of the five-day workweek and change of lifestyle. Outdoor clothing considered exclusive property of the middle-aged individuals in the past. Recently there is a drift towards having outdoor looking at the age of 10-20. The purpose of this study was to analyze the features of purchasing behaviors and demographics by each groups targeting middle school and high school students. The study was conducted with questionnaires towards people who live in the city of Busan and who have experiences of buying outdoor clothing. Data analysis was conducted via SPSS 18.0 with factor analysis, cluster analysis, ANOVA, cross tabulation, frequency analysis and Duncan's multiple range test. The results showed that there were five factors sought for outdoor wear benefits: Individuality/Fashion, Brand, Attractive appearance, Economic value, Comfort/Functional. Cluster analysis showed that there were four groups of outdoor wear benefits sought. Overall, the four groups were different in regard to purchasing behaviors and demographics. Based upon the results mentioned above, this study summarizes the key features of each group and can provide applicable suggestion for conducting strategic marketing activities.

Keywords

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