• Journal of Korean Home Economics Education Association
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• v.15 no.2
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• pp.67-78
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• 2003

To investigate the consumer awareness and clothing purchase behavior of adolescents, questionnaire was administered to 639 middle and high school students in Daegu. The results were as follows. 1. The consumer awareness of adolescents was analyzed to 4 factors. consciousness of right. consumer information, brand-orientedness and responsibility. Respondents were clustered into three groups : utility-oriented group, brand-oriented group, and consumerism-oriented group. 2. Respondents bought their clothes at specialty stores primarily. They used ´products´, ´family's or friends advices´, and ´purchase experiences´ as information sources. The important criteria for selecting clothes were ´design´, ´price´, and ´suitability´ for oneself. Dissatisfactions after purchasing clothes were with ´price´, ´service´, ´sewing´, and ´size´. The complaining behaviors which respondents did mainly were ´telling friends about dissatisfaction with their purchased clothes´, ´asking for change dissatisfying products or asking for refund´ and ´asking for mending´. 3. Information sources were categorized into 3 factors: ´neutral information source´, ´personal information source´ and ´commercial information source´. Criteria for selecting clothes were factor-analyzed into ´harmony´, ´fashion´ and ´management of clothes´. ´The factors of dissatisfactions with purchased clothes were ´appearance´, ´quality´ and ´service´. 4. The differences by the consumer awareness in clothing purchase behaviors among consumer groups : In information sources. criteria for selecting clothes, complaining behaviors. purchasing places. three consumer groups were different significantly.