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A Study on Marketing Strategies for the High-Value-Added Cultural Fashion Products in Korea  

Lee Jin-Hwa (Dept. of Clothing & Textiles, Pusan National University)
Kim Min-Ja (Dept. of Clothing & Textiles, Seoul National University)
Lee Jin-Min (Dept. of Clothing & Textiles, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.29, no.7, 2005 , pp. 968-977 More about this Journal
Abstract
The purpose of this study was to investigate the purchase behavior and the level of satisfaction for Japanese tourists buying cultural-fashion product in Korea. Subjects were selected through convenient sampling technique in Seoul. A self-administered questionnaire was developed in Japanese by translation and back-translation method. Finally, 288 questionnaire out of 400 were used for data analysis. For the purpose of achieving high value-added fashion products, the 4P marketing strategies targeting Japanese tourists were discussed based on the results.
Keywords
Japanese tourists; Cultural fashion products; High-value-added;
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