Browse > Article

An Exploratory Study for Dividing Fashion Product Buyers  

Kim, Yeon-Hee (Research Institute of Human Ecology, Hanyang University)
Lee, Kyu-Hye (Dept. of Clothing and Textiles, Hanyang University)
Publication Information
The Research Journal of the Costume Culture / v.19, no.2, 2011 , pp. 360-375 More about this Journal
Abstract
The fashion market focuses on consumers and maximizes consumers' satisfaction. The fashion market has been segmented to better satisfy the variety of consumer group. Although market segmentation has been studied, efficiency and effectiveness of market segmentation continuously bring problems. Also, problems of prediction about real consumer behavior, and efficiency and effectiveness of standards are pointed out. The purpose of this study is to determine the most important variables for dividing fashion product buyers. This study was designed as qualitative study and in-depth interview was conducted. The in-depth interview was conducted with five experts in fashion intelligence agency. In-depth interview was completed by an analytic induction and an investigator triangulation. Questions were about characteristics, demographic characteristics, important factors and fashion buying relationship, and interests of current clothing shoppers. The results of qualitative research demonstrated that clothing shoppers, with their valuable consumption and selective buying behaviors, seek differentiated products. They also long for high quality apparel for its price, because of their valuable consumption and price centered tendency. They illustrated active sides, such as enthusiastic information searching and emotional or experiential consumption, rather than attitudinal sides. The variables for dividing fashion product buyers included: "innovative seeking", "symbolic seeking", "personalized seeking", "quality-seeking", "selective seeking", "price-seeking", "utility-seeking", "hedonic seeking", "sensitive seeking", "brand-seeking", "digital seeking", "information-seeking", and "eco-seeking".
Keywords
market segmentation; variables for dividing fashion product buyers; in-depth interview;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Wind, Yoram (1978). "Issues and Advances in Segmentation Theory." Journal of Marketing Research Vol. 15.
2 Sheth, Jagdish N., Rajendra S. Sisodia and Arun Sharma (2000). "The Antecedents and Consequences of Customer-centric Marketing." Journal of Academy of Marketing Science Vol. 28, No. 1.
3 Smith, Wendell R. (1956). "Product Differentiation and Market Segmentation as Alternative Marketing Strategies." Journal of Marketing Vol. 21, No. 1.
4 Quinn, Lee, Tony Hines and David Bennison (2007). "Making Sense of Market Segmentation: A Fashion Retailing Case." European Journal of Marketing Vol. 41.
5 Glesne, Corrine (1999). Becoming Qualitative Researchers: An Introduction. 2nd ed. New York: Longman.
6 Kotler, Philip (1997). Marketing Management: Analysis, Planning, Implementation, and Control. 9th ed. NJ: Prentice Hall.
7 패션넷코리아 (2011년 3월 8일 [2011년 4월 25일 검색]). "Fashion market trend 2010" available from World Wide@http://fashionnetkorea.com
8 Kotler, Philip and Gary Armstrong (2004). Principles of Marketing. 10th ed. NJ: Prentice Hall.
9 Mitchell, A. (1983). The Nine American Lifestyles: Who We are and Where We're Going. NY: Warner.
10 이성근, 김재욱, 이서구 (2005). "추구혜택에 의한 유통시장의 시장세분화: 순차적 접근." 유통연구 10권 3호.
11 성희원 (2009). "남성소비자 세분시장 분석: 의복관여와 점포이미지 속성에 따른 유통업태 선택 행동 비교." 한국의류산업학회지 11권 3호.
12 Peter, J. Paul and Jerry C. Olson (1999). Consumer Behavior and Marketing Strategy. 5th ed. Boston: McGraw-Hill.
13 김병하 (1992). 특수교육에서 질적연구의 이해와 실천. 서울: 도서출판 특수교육.
14 안광호 (2005). 패션 마케팅. 서울: 수학사.
15 Sturrock, Fiona and Elke Pioch (1998). "Making Himself Attractive: The Growing Consumption of Grooming Products." Marketing intelligence & Planning Vol. 16, No. 5.
16 Webster, Frederick E. (1965). "The 'Deal-Prone' Consumer." Journal of Marketing Research Vol. 2, No. 2.
17 Patton, M. Q. (1990). Qualitative Evaluation and Research Methods. 2nd ed. CA: Sage.