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http://dx.doi.org/10.5934/kjhe.2015.24.4.587

Outdoor wear market segmentation based on consumer knowledge and consumer demand for product development  

Yoo, Hwa-Sook (Dept. of Clothing & Textiles, University of Ulsan)
Publication Information
Korean Journal of Human Ecology / v.24, no.4, 2015 , pp. 587-601 More about this Journal
Abstract
The purposes of this study were to segment outdoor wear market based on consumer knowledge and consumer demand for function/design development, and to examine the differences of demographic characteristics and purchase behavior among the segmented markets. Data were collected using a questionnaire survey. Respondents were adults aged over 20 and who have experiences of purchasing outdoor wear. The survey was made up of the questions on consumer knowledge to outdoor wear, consumer demand for product development, purchase behavior, and demographic characteristics. Frequency analysis, descriptive analysis and chi-squared test were used to conduct the data analysis on 454 questionnaires. The results of this study were as follows. It showed that the consumer knowledge was a little high and the consumer demands for function/design development were high. Six segmented markets based on consumer knowledge and consumer demand for function development were significantly different in terms of gender, income, purchase frequency and total item holdings. Also, six segmented markets based on consumer knowledge and consumer demand for design development were significantly different in terms of age, income, purchase frequency, purchase objective, purchase place and total item holdings. Compared to the segmented markets based on the consumer demands for product development, the gender was the key of the marketing strategies for the segmented markets by the consumer demand for function development while the age was the one in the markets by the consumer demand for design development. After considering all the results, the characteristics of the segmented markets were made out and the marketing strategies were established.
Keywords
outdoor wear; market segmentation; consumer knowledge; consumer demand to outdoor wear development;
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