• 제목/요약/키워드: Lifestyle Segmentation

검색결과 54건 처리시간 0.029초

글로벌 소비자의 패션 라이프스타일 변화에 대한 종적연구 - 미국, 중국, EU 소비자를 대상으로 - (A Longitudinal study on Fashion Lifestyle Variable of Global Consumer - Comparison among US, China and EU -)

  • 고은주;장정현
    • 패션비즈니스
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    • 제16권1호
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    • pp.26-40
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    • 2012
  • The purpose of this study is to examine the fashion lifestyle variable of global consumers and to compare among US, Chinese and EU consumers. The data were collected in US(n=749), China(n=702) and EU(n=1083) from 2008 to 2010. For analysis, factor analysis, reliability analysis, K-means cluster analysis and chi-square analysis of SPSS 18.0 are used. The research results are as follow: First, it is shown that significant lifestyle factors of global fashion consumers are "adventure seeking", "fashion-oriented", "conspicuous consumption", "leadership", "brand-oriented", and "DIY". As a result of the cluster analysis of lifestyle types, four cross-national market segments are identified. These segments can be labeled as follows: "conservative fashion-oriented group", "passive consumer group", "neutral consumer group", "active fashion-oriented group". Second, findings also reveal that fashion lifestyle segments had meaningful differences between nationality and by year. Third, the US consumers tended to have conservative fashion-oriented lifestyle in 2008, however global consumers were changed to have active fashion lifestyle in 2010. This research will be useful to global brands in planning marketing strategies by offering specific information for global consumer fashion lifestyle.

일본 여대생의 라이프스타일과 의류구매행동에 관한 연구 (A Study on the Japanese University Students' Clothing Buying Behavior according to Their Lifestyle)

  • 이옥희;김진경
    • 한국의류학회지
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    • 제29권2호
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    • pp.298-306
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    • 2005
  • The Main objective of this study was to investigate the relationship between lifestyle and clothing buying behavior of college female students in Japan. A questionnaire was developed to measure clothing urchasing motives, fashion information sources, evaluation criteria of clothing, store attribute and lifestyle, The questionnaire was administered to 131 female college students in Tokyo of Japan. the data was analyzed using percentage, frequency, mean, factor analysis, Cluster Analysis and ANOVA, Duncan Multiple Range test. The results of the study were as follows : 1. The female college students were classified into fourth subdivisions by the cluster analysis; rational group, economic group, progressive group, fashion-oriented group. 2. The clothing purchasing motives o consumers were significantly different according to lifestyle subdivision in social, personal. 3. In the case of fshion information sources, significant differences were found according to lifestyle subdivision in mass media information, information by marketer, information by consumer. 4. The evaluation criteria of clothing were significantly different depending on lifestyle subdivision in esthetic, quality and management, external criterion. 5. The store attribute were significantly different depending on lifestyle subdivision in convenience, service and atmosphere of store.

여가 라이프 스타일과 문화 예술 소비에 관한 연구: 미술관 관람객을 중심으로 (Leisure Lifestyle and Culture and Art Consumption: Cases of Art Gallery Visitors)

  • 이귀옥;박조원
    • 문화경제연구
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    • 제19권2호
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    • pp.3-28
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    • 2016
  • 이 연구에서는 여가 라이프 스타일을 기준으로 미술관 관람객의 집단 세분화를 시도하였다. 이를 위해 우리나라의 대표적인 미술관인 서울 소재의 국립현대미술관, 서울시립미술관, 예술의 전당 한가람미술관의 관람객을 대상으로 여가 라이프 스타일을 조사하였다. 314부의 설문 분석을 통해 여가 라이프 스타일 요인을 추출하였으며 이를 기반으로 여가 라이프 스타일 차원을 반영한 문화 예술 소비자들의 집단이 어떻게 구성되는지를 확인하기 위하여 군집 분석을 실시하였다. 이어 군집 간의 인구 통계학적, 미술관 관람 행동 및 일반적인 문화소비 활동의 차이를 점검하였다. 여가 라이프 스타일에 따라 문화 예술 소비자를 구분한 결과 '문화예술 선호형' 집단, '활동적 집돌이형' 집단, '여가 저향유형' 집단, '잡식성 문화/스포츠 참여형' 집단의 4개 군집이 도출되었다. 4개 군집의 인구 통계학적 차이를 확인한 결과 성별, 연령별, 직업별 차이가 확인되었으며 군집 간에는 미술관 관람 행동과 일반적인 문화예술 소비에도 차이가 있는 것으로 확인되었다. 분석 결과를 토대로 시장 세분화에 따른 미술관의 마케팅 방안이 논의되었다.

중국 여대생의 라이프스타일과 의복 쇼핑성향과의 관계 연구 (Relationships between lifestyle and clothing shopping orientation of Chinese female college students)

  • 이옥희
    • 한국가정과학회지
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    • 제9권2호
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    • pp.33-42
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    • 2006
  • The purpose of this study was to identify the relationship between lifestyles and clothing shopping orientation. A questionnaire was developed to measure the lifestyle and shopping orientation of Chinese female college students. The questionnaire was distributed and collected from 217 college female students in China. The data was analyzed by mean, standard deviation, factor analysis, reliability test, MANOVA and ANOVA by SPSS package. The lifestyles of the respondents were classified into four types such as Open-mindedness, Accomplishment, Sociability, and Activities. And shopping orientation was classified into five types such as Recreational shopping, Speediness, Economic shopping, Shop and brand royalty, and Self-confidence. The result of this study were as follows; Consumers of open-minded lifestyle tended to economic and self-confident shopping. The higher accomplishment was, the higher speediness and economic shopping were. Consumers of sociable lifestyle tended to recreational, speediness, and self-confidence. The higher activities was, the higher economic shopping was. The shop and brand royalty was not shown to have the significant differences according to all of lifestyle groups. It is the factor that lifestyle were important in the clothing market segmentation of Chinese female college students

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GIS-우편 마케팅 시스템에서 Geo-Lifestyle 군집화 및 시공간 데이터 큐브를 이용한 구매.소비 성향 예측 (Prediction of Consumer Propensity to Purchase Using Geo-Lifestyle Clustering and Spatiotemporal Data Cube in GIS-Postal Marketing System)

  • 이헌규;최용훈;정훈;박종흥
    • 한국공간정보시스템학회 논문지
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    • 제11권4호
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    • pp.74-84
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    • 2009
  • 이 연구는 국내 우편물량 감소와 우편사업 경쟁력 강화를 위하여 GIS 및 시공간 마이닝 기술을 이용한 GIS 기반의 새로운 우편 마케팅 기법을 제안한다. 홍보를 원하는 기업체에게 의미 있고 정확한 마케팅 정보 제공을 위해서 Geo-Lifestyle 군집화를 적용한 인구 사회학적 마켓 세분화 기법과, 시간 공간 차원의 다차원적 분석을 통한 시공간 구매 소비 성향 예측 기법을 제안하였다. Geo-Lifestyle 군집분석 및 시공간 큐브 마이닝의 평가를 위해서 강남구, 송파구 지역의 내부 외부데이터를 사용하였고, 실험결과 14개의 최적 마케팅 클러스터를 생성하였으며 구매 소비 성향 예측을 위한 시 공간 패턴을 추출하였다.

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승마산업의 활성화를 위한 시장세분화전략 (Segmentation Strategy for Revitalization of Horse Riding Industry)

  • 김기탁;박동규
    • 한국콘텐츠학회논문지
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    • 제12권12호
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    • pp.779-786
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    • 2012
  • 본 연구는 승마 산업의 활성화를 위해 라이프스타일을 이용한 시장세분화전략을 제시하고자 수행되었다. 자료는 유의표집법에 의한 설문조사를 통해 수집되었고 총 397 명의 유효표본이 분석에 이용되었다. 라이프스타일의 요인분석 결과 세 개의 요인으로 분류되었고, 요인점수를 이용하여 군집분석을 실시하였다. 군집분석결과 총 두 개의 세분시장이 도출되었다. 첫 번째 시장은 '스포츠활동추구형'으로 스포츠활동을 선호하고 중요하게 생각하며, 총 397명 중 175명이 이 집단에 포함되었다. 남 녀가 골고루 분포되어 있고 20대와 30대가 주를 이루고 있으며 특히 미혼자가 많은 분포를 보이고 있다. 또한 10만원 이상 30만원 미만의 월평균 여가지출을 나타내고 있는 집단이기도 하다. 이들은 승마에 대해 상대적으로 더 호감을 가지고 있는 것으로 나타났으나 승마에 대한 관심이나 승마 참여의도는 타 시장에 비해 차이가 있다고 보기 어려우며, 그 수준도 낮은 것으로 나타났다. 두 번째 세분시장은 '소극적활동추구형'으로 여가시간에 주로 혼자 지내는 것을 선호하는 집단이다. 397명 중 222명이 이에 해당하는 것으로 나타났으며, 20대에서 40대의 연령에 30만원 미만의 월평균 여가지출을 하고 있는 세분시장이다. 이들은 '스포츠활동추구형'에 비해 승마에 대한 호감도가 낮은 것으로 나타났다.

패션 라이프스타일에 의한 여대생 의류 시장 세분화 -패션정보원.의복추구이점.상점선택기준- (Fashion Lifestyle Segmentation of College Women′s Apparel Market: Informations Sources.Clothing Benefits Sought.Store Selection Criteria)

  • 정혜영
    • 복식문화연구
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    • 제3권2호
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    • pp.393-408
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    • 1995
  • The purpose of this study was to segment the female college apparel market based on fashion lifestyle and to develop a profile of each segment regard to fashion information sources, clothing benefits sought, and store selection criteria. The data were collected through questionnaire by random sample of 522 female college students. By cluster analysis of lifestyle factors, three groups were identified. (fashion leaders, fashion followers and fashion aversion), Three groups were then compared through multivariate analysis of variance on 11 fashion sources, 10 clothing benefits sought and 90 store selective criteria. Significant difference were found among the three groups on all these variables which indicate that fashion lifestyle can be a useful base for segmenting female apparel market and these groups are unique in terms of fashion information sources, clothing benefits sought and store selective criterias.

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Lifestyle Segmentation: The Comparison of Islamic and Conventional Banking Customers in Indonesia

  • Sutarso, Yudi;Rustiana, Elly;Hanum, Rizky Amalia;Gunawan, Wibiksono K
    • 유통과학연구
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    • 제10권8호
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    • pp.25-34
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    • 2012
  • Understanding customer' lifestyles important for banks because it will guide in determining marketing policies, such as services, pricing, service delivery and promotion decisions. From the customer' lifestyle, banks will know what kind of customers' attitudes, interests and opinions, so they also will understand what the costumer' needs and what services needed by them. For Islamic banks, customers understanding are important because, nowadays, the competition of the banks is not only with other Islamic banks but also with the well-established conventional banks offering Islamic products or services The aims of this research paper are to describe what factors underline the customer's lifestyle of both Islamic and conventional bank, to segment the bank customers based on their lifestyles and investigate the profile of each segments, to compare the characteristics of the segments, and to identify marketing policies based on the characteristics. The population of the study is banking customers in Indonesia, in which the researchers have used judgment sampling as sample selection. There were 186 customers of Islamic banks and 244 customers of conventional bank as respondents in this study. Statistical methods employed were exploratory factor analysis and cluster analysis. The finding of the study shows that there are twelve factor underlining the customers' lifestyle, namely: factor of fashion conscious, internet usage, sports spectator, financial and technology optimism, price sensitivity, independent, compulsive housekeeper, new brand tryer community activities, opinion leader, credit usage, and homebody. In addition, for Islamic banking, there are two market segments, namely fashionable-independent and innovative-social segment. Based on the lifestyle characteristics, the first segment has higher level in factor of fashion conscious, homebody, independent, optimism and price conscious, which is therefore called fashionable-independent segment. On the other hand, the second cluster has higher level in factor of new brand tryer, community minded, sport spectator, credit user, internet usage, opinion leader, and compulsive housekeeper, which is therefore called the innovative-social segment. Furthermore, for conventional banking, there are also two segments, namely persuasive-optimistic and sensitive-independent segment. The first segment has higher level on some factors, namely: opinion leader, optimism, internet usage rate, credit usage level, sport spectator, and new brand tryer. On the other hand, the second cluster is characterized by higher level in factor of price conscious, confidence, community minded, homebody, fashion conscious, and compulsive housekeeper. Managerial implications for the management of Islamic banks could be identified in this study as follows. Firstly, the twelve lifestyle factors of this study could be an alternative view in observe Islamic banking customers. The domination of both the fashionable conscious and the internet usage factor show that the aspects are quite instrumental in perceiving the customer' lifestyles, in which reflects the importance of these two aspects to customers. Secondly, in serving their customers, Islamic banks need to understand the customer lifestyle, in which the lifestyle segments found in this study provide a guide of how their needs were reflected. Finally, by understanding the segments and the characteristics each segment of the conventional banks, Islamic banks could adjust their marketing strategies differently from the conventional banks.

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지방 소도시 소비자의 라이프스타일 특성:대도시 소비자와의 비교를 중심으로 (A Comparative Study on the Lifestyle Trait of Local City Resident)

  • 김훈
    • 마케팅과학연구
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    • 제15권2호
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    • pp.203-225
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    • 2005
  • 유통시장 개방과 거대 유통기업들의 지방상권 경쟁적 진출로 지빙상권은 매우 어려운 상황에 놓여 있다. 지역업체들이 외부 유통업체에 효과적으로 대응하기 위해서는 지방 소비자에 대한 체계적인 이해가 매우 필요하다. 이러한 배경하에 본 연구는 삶의 총체적인 부분에서 일어나는 다앙하고 가변적인 소비행동을 밝혀내기 위해 지방 소비자의 소비행동과 라이프스타일을 체계적인 분석틀을 사용하여 분석하였다 라이프스타일 유형별로 특성을 비교하여 채서일(1992), 박성연(1996), 조형오(1996)의 연구 이후 변화된 한국 소비자들의 라이프스타일 및 소비행동 특성을 규명하고 대도시 소비자들의 그것과 비교하였다. 본 연구는 일전한 지역연구를 위한 기본자료가 되며 지방소비자들의 라이프스타일 유형별 특성, 매체활용패턴, 여가관련태도 등 소비자 관련 체계화된 정보는 차별화된 마케팅 전략을 수립을 위한 유용한 정보가 되리라본다.

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패션잡지 마케팅 전략을 위한 라이프스타일 유형에 따른 소비자 행동연구 (A Study on Consumer Behaviors by Types of Lifestyle for Fashion Marketing Strategy)

  • 김칠순;이진
    • 한국의류학회지
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    • 제31권11호
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    • pp.1500-1509
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    • 2007
  • The purpose of this study was to observe lifestyle of female consumers aged 15-25. Also it was to measure brand awareness, to determine purchase criteria in fashion magazine, and to determine promotion preferences according to lifestyle segmentation variables. We distributed 600 questionnaires and 475 reliable questionnaires were used for a statical analysis. Data analyses were conducted with SPSS program on the frequency mean value, Chi-square test, Cluster analysis, and Factor analysis. We classified four clusters such as individual style seekers, trend seekers, promotion/good appearance seekers, and low fashion interest group, based on lifestyle variables. There was a significant difference in brand awareness in Vogue Girl, Cosmo Girl, Elle, Figaro, Ecole magazine among four clusters. There was a significant difference in such purchase criteria as favorable cover models, good "burok" which is a magazine supplement, brand names, and price among four clusters. In addition, the results of ANOVA represent that there was a significant difference in preferred types of promotion such as discount price, clothing gifts, fashion accessary gifts and hair tool gifts. However, the first ranked preferred one was a cosmetic gift in all the magazines, which favored more by trend seeker group.