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Sales Promotion Orientation and Shopping Styles: A Typological Approach for Consumer Segmentation  

이영미 (영남대학교 섬유패션학부)
박경애 (영남대학교 섬유패션학부)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.27, no.6, 2003 , pp. 654-664 More about this Journal
Abstract
The purpose of this study was to segment consumers based on sales promotion orientation and examine the differences between the consumer segments on shopping styles and demographics. A total of 462 responses collected from a questionnaire survey to subjects aged over 20 were analyzed. Cluster analysis on sales promotion orientation identified four groups including rational group(21%), active group(28%), insensitive group(22.1%), and interest group(28.9%) of sales promotion. MANOVA, ANOVA and $\chi$$^2$-test revealed significant differences among the four groups on shopping styles(high-quality prone, value prone, price prone. brand prone, fashion prone, hedonic shopping prone, and loyalty) and 4 demographic characteristics(i.e., age, marital status. occupation, and education). The rational group showed lower brand proneness than did other groups while the active group showed higher price and brand proneness. The interest group showed high value, brand, and hedonic shopping proneness while the insensitive group was the least engaged in shopping styles. The study developed a profile of each segment and provided marketing implications.
Keywords
sales promotion; sales promotion orientation; market segmentation; shopping styles;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
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