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A Study on the Shopping Attitude and the Apparel Purchase Behavior of Korean High-Income Consumers  

이은정 ((주)프로패션정보네트워크)
이은영 (서울대학교 의류학과)
Publication Information
Journal of the Korean Society of Costume / v.52, no.7, 2002 , pp. 57-69 More about this Journal
Abstract
The Purpose of this study were to find out general characteristics of apparel purchase behavior of high-income consumers, and to segment the high-income consumers according to their shopping attitude. One hundred and ninety-five high-income consumers living in Kang-nam area of Seoul were surveyed. and the following results were found : 1) high-income consumers were less conscious of 'price'. and more conscious of'prestige'and'design'compared to the ordinary consumers. (2) and prefer information they gain during store shopping to mass communication information. (3) High-income consumers were more agreed on 'price-conscious shopping attitude' than 'conspicuous' & 'hedonic shopping attitude'. (4) According to shopping attitude, high-income consumers were divided into two different segments. 'conspicuous&hedonic group' and 'reasonable shopping group', and their age, income, and purchase behavior factors were significantly different from each other.
Keywords
prestige market; high-income consumer; apparel purchase behavior; shopping attitude; segmentation;
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