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http://dx.doi.org/10.5850/JKSCT.2012.36.2.138

Study on the Preferred Store Type and Store Choice Properties of Clothing Shopping Consumers Based on the AHP Method  

Park, Jin-Je (Dept. of Clothing & Textiles, Pusan National University)
Lee, Jin-Hwa (Dept. of Clothing & Textiles, Pusan National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.36, no.2, 2012 , pp. 138-151 More about this Journal
Abstract
This study determines a consumer retail store choice by applying the Analytic Hierarchy Process (AHP) method for multi-criteria decision-making in the fashion retail industry. The study provides detailed and relevant information for management, marketers of fashion retail stores, and to improve competition between suppliers. Data was collected in February 2011 from questionnaires completed by 319 university students in Busan, South Korea. One of the major findings of this study was that consumer store preference was affected by the following factors in order of importance: product, image, service quality, and purchase facilitation. Brand image was assessed to be the most important of the evaluation elements, followed by individuality, style, and price. The results of rating the relative importance and priority of fashion retailers showed that department stores ranked most highly, followed by outlet malls, Internet shopping malls, brand malls, and discount stores.
Keywords
Store choice properties; AHP (Analytic Hierarchy Process); Relative importance; Priority order;
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Times Cited By KSCI : 26  (Citation Analysis)
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