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http://dx.doi.org/10.5850/JKSCT.2008.32.12.1981

Consumer Segmentation according to the Constituent Characteristics of Knit Fabrics - Using Conjoint Analysis -  

Roh, Eui-Kyung (Dept. of Clothing & Textiles, Yonsei University)
Kim, Seong-Hun (Dept. of Fiber & Polymer Engineering, Hanyang University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.32, no.12, 2008 , pp. 1981-1989 More about this Journal
Abstract
Different people buy the same or similar products for different reasons. Benefit segmentation attempts to understand these differences by grouping together people who assign a similar level of importance to the same attributes. We focused on identifying market segments for knit fabrics by comparing the relative attribute preference for knit fabrics according to segmented clusters, and testing to establish if there were significant differences between the preferences of clusters. Three consumer segments emerged, and there were three clusters with different ideal knit profiles: a preferred wool group, a preferred acrylic group, and a preferred long stitch length group. The preferred wool group and the preferred acrylic group rated the mixture ratio as the main attribute that determined their preference, followed by the stitch length. The preferred long stitch length group considered stitch length as being the most important attribute, followed by the mixture ratio. The difference in the preferences for the mixture ratio and stitch length of knit fabrics was the highest between the three clusters, The preferred wool group preferred a knit fabric that has a greater wool mixture ratio and a short stitch length, and the preferred acrylic group and long stitch length group preferred a knit fabric that had a higher acrylic mixture ratio and a short stitch length.
Keywords
Conjoint analysis; Benefit segmentation; Knit fabric; Preference;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
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