The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Market segmentation based on the clothing benefits of female college students in Uzbekistan - Clothing involvement and clothing purchasing behavior -

의복추구혜택에 의한 우즈베키스탄 여대생의 의류시장 세분화 연구 - 의복관여와 의복구매행동을 중심으로 -

  • ;
  • 이옥희 (순천대학교 패션디자인학과)
  • Received : 2021.10.03
  • Accepted : 2021.12.08
  • Published : 2021.12.31
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Abstract

The purpose of this study was first, to clarify the clothing benefits that Uzbek female college students seek through clothing products; and second, to determine whether there is a difference in clothing involvement and clothing purchasing behavior according to the type of clothing benefits. Data were collected from 290 female university students from Tashkent, Uzbekistan, and analyzed using factor analysis, K-means group classification analysis, ANOVA, Duncan test, χ2-test, and frequency analysis. Respondents were classified into four types according to their clothing benefits: individuality/economy-pursuit, comfort-pursuit, fashion/brand-pursuit, and indifference. Significant differences were identified in terms of clothing involvement, information sources, clothing evaluation criteria, clothing store attributes, clothing wearing conditions (including monthly clothing expenses), number of purchases per year, clothing purchase location, clothing preference style, and clothing dissatisfaction. The fashion/brand-pursuit and personality/economy-pursuit types were influenced more by fashion and symbolism of clothing involvement, information sources, clothing evaluation criteria, and clothing store attributes. The individuality/economy-pursuit type purchased more frequently, spent more monthly clothing expenses, and used the internet. Clothing store attributes were considered more important by female students than the other attributes. In these results, clothing benefits were identified as consumer characteristics of female Uzbek college students and market segmentation was determined. In addition, it is meaningful in providing basic data for efficient marketing activities and minimizing trials and errors in establishing local-friendly strategies for target customers in different cultures.

Keywords

Acknowledgement

This work was supported by a Research promotion program of SCNU.

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