• Journal of Global Scholars of Marketing Science
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• v.19 no.2
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• pp.53-67
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• 2009

For the last decades, service quality has been studied as one of the most important tools for a service company to compete with the other companies. Based on these past researches, it has been agreed that the service quality is a basic and powerful tool to create the competitive advantage. Due to similar reason, many service marketing practitioners have been also focused on the service quality to retain the existing consumers and collect the new consumers. However, service quality is subjectively perceived by individual consumers. Consumer evaluation of service quality can be different from each other. Especially consumers with one life-style may evaluate the service quality differently from the consumers with the other life-styles. Therefore we need to know whether there are differences in service quality perception on the categories of life-style. Life-style refers to a distinctive mode of living in its aggregate and broadest sense. It embodies the patterns that were developed and emerged from the dynamics of living in a society. Since the concept of life-style and its relationship to marketing was introduced in 1963 by William Lazer, methods of measuring the life-style and their application have been developed. Life-style has been usually used to segment the marketplace because it offers marketers a unique and important view of the market. When Life-style is combined with clustering methods, life-style segmentation can generate identifiable whole persons rather than isolated fragment. Life-style segmentation begins with people instead of products and classifies them into different life-style types, each characterized by a unique style of living based on a wide range of activities, interests, and opinions(Plummer, 1974). In this study we applies the life-style segmentation based on the AIO(Activities, Interests, and Opinions) to the consumers of the large discount stores. In Korea, the large discount store market has entered into maturity stage so that the market differentiation strategy is becoming a more critical issue to the marketing practitioners. One of the most important tools to differentiate from the competitors in large discount store market is continuously to provide service of better quality than competitors. This study tries to find answers about the following questions: 1) How can we categorize the consumer life-styles in the large discount store? 2) What are the characteristics of the categorized groups? 3) Are there any differences in service quality perception among the consumers with different life-styles 4) Are there any differences in consumer behavior among them in the large discount store? For the purpose, we collected survey data from consumers and analyzed the data with the SPSS package where we had $X^2$-test, factor analysis, ANOVA, MANOVA, and cluster analysis. The survey was made during one month in the April of 2008. Among the collected 306 copies of questionnaires, 281 copies were chosen as the effective samples for empirical analysis except 25 copies with wrong responses. To identify the life-style patterns, we used the measures employed by Kim and Kwon(1999), where 44 items on a seven-point scale were used to measure factors of the life-style patterns. The Principal Component Method was used for factor extraction, and the VARIMAX orthogonal factor rotation was employed. The 7 items showing low factor loading were eliminated. The results of the factor analysis suggested that nine factors of the life-style patterns were identified as follows: 1) the equality-of-sexes and pursuit-of-independence tendency 2) self-management tendency 3) sociable tendency 4) self-display tendency 5) degree of a dilettante life 6) pursuit-of-information tendency 7) bargain hunter tendency 8) TV preference tendency 9) pursuit-of-leisure tendency. Next, after the K-means cluster analysis was performed with nine factors of the life-style patterns, the life-styles of the respondents were classified into four groups which are named as the 'progressive practicality-oriented group', 'positive success-oriented group', 'sociable ostentation-oriented group', 'stable conservation-oriented group'. The analysis results for usage behavior between the market segments showed statistically significant differences in the frequency of usage, duration time in the store, consumer satisfaction, and loyalty. Also, we tried to investigate whether the large discount store consumers differently perceive the quality of service based upon the types of life-style. To measure the service quality of large discount store, we adapted several measurement models measuring the service quality such as SERVPERF, BCP, R-SERVPERF, R-BCP. MANOVA and One-Way ANOVA were performed to confirm the difference in service quality perception based on the market segments. The results have also shown significant differences between life-style types in service quality perception. These findings show that the large discount store marketers should consider consumer life-style as one of the most important market segments for marketing and understand the difference in service quality perception between life-style types. Our findings give important implications to marketers of large discount stores as well as life-style researchers. First, this study showed there were significant differences in consumer's service quality perception and usage behavior between the types of life-style. It provides evidence that the life-style approach can be a important basis in segmenting the large discount store market and will make consumers perceive the service quality high. Second, most previous researches on service quality have been in aggregate level. However, our results imply that the future research on service quality have to focus on segment level.

• Journal of the Korean Society of Costume
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• v.52 no.4
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• pp.25-38
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• 2002

The purpose of this study was to investigate the relationship between lifestyle and the evaluative criteria of the Korean traditional costume, Hanbok and saenghwal hanbok. The questionnaires were administered to 291(men:.102,Women:189) university students in Seoul. Data were analysed by factor analysis, correlation coefficient, t-test. The results were as follows : 1) Factor analysis was used to determine the dimensions of the evaluative criteria of Hanbok, Saenghwal Hanbok and life style characteristics. The evaluative criteria dimensions were found to be different according to Hanbok. Saenghwal Hanbok. 2) In Hanbok, evaluative criteria were classified into comfort & easy care, prestige, design, fashion, suitability to yourself. 3) In Saenghwal Hanbok. evaluative criteria were classified into prestige, ease of care, design., appropriateness, brand. 4) The life style characteristics were classified into independence, activism. conservatism, and materialism. 5) There were the significant relationships between life style factor and clothing evaluative criteria. Especially for design in Hanbok and Saenghwal Hanbok was negative relationship with conservatism and positive relationship with activism. materialism. and Independence.

• Korean journal of food and cookery science
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• v.21 no.6 s.90
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• pp.867-876
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• 2005

The purposes of this study were, 1) to investigate the causal relationship between customer's life-style and motivation of eating-out, and 2) to research the causal nexus between motivation of eating-out and satisfaction of attributes to choose the restaurant. Reliability analysis, factor analysis, and Structure Equation Model(SEM) were adapted by Windows SPSS 10.0 and Amos 4.0. Life-style was divided into 7 factors and eating-out motivation into 5. Life-style influenced significantly each motivation of eating-out. It had positive influence on 'Reception and congratulation', 'Change of dietary life', 'Economic saving', "'Preference motivation', and 'Advertisement and companion's need', but negative influence on 'Reception and congratulation', 'Change of dietary life', and 'Preference motivation'. Customer's motivation of eating-out also influenced significantly the attributes. Factorl 'Reception and congratulation' had positive influence on all attributes except for 'Transportation convenience and distance to the shop'. Factor 2 'Change of dietary life' had negative influence on 'Food's taste, quantity, price', 'Sanitation and cleanness', and 'Staff's service quality' Factor 3 "Economic saving' had positive influence on 'Food's taste, quantity, price' and 'Transportation convenience and distance to the shop'. factors 'Advertisement and companion's need' had positive influence on 'Atmosphere of restaurant' and negative influence on 'Food's taste, quantity, price'.

• Journal of the Korean Home Economics Association
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• v.26 no.3
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• pp.153-169
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• 1988

This study aimed at investigating the socialization of householdwork to the difference of life style pattern of housewives. For the purpose, questionnaires were administrated to the housewives in Seoul and to analyse of the date, factor analysis F-test, t-test and path analysis were used. The results can be summarized as follows ; 1. By utilizing factor analysis, the life style patterns of housewives were classified into 7 types, they were named, self-improvement type, social activity type, modernistic type, sound and thrifty type, variety-seeking type, passive stability-seeking type, the traditional and conservative type. And the patterns of life style differed significantly according to all of the demographic variables except family type. 2. The level of socialization of householdwork was not reaching the medium, and the mean was 19.45. 3. The socialization of householdwork were influenced indirectly by the age, educational level, income level, family type and social activity type, variety seeking type, traditional and conservative type of the life style pattern. And directly, the age and educational level influenced the socialization of householdwork.

• Journal of the Korean Society of Costume
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• v.25
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• pp.233-247
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• 1995

The objectives of this study were to classify the contents of clothing involvement, to group elderly women into life style types. A method of this study was face to face re-search and questionnaire. Questionnaire was comprised of four sections : 18 Likert type items of clothing involvement measure ; 26 Likert type items of life style measure ; 3 items of clothing purchase measure ; and 3 demographic variables. Samples were 215 elderly women(60∼79 years of age) in Seoul, Korea. The data were analyzed using factor analy-sis, cluster analysis, one-way ANOVA, Dun-can's multiple range test,χ2 test. The results of the study were the follow-ings. 1. Four factors of clothing involvement derived by factor analysis : F.1 'clothing pleasure'; F.2 'clothing symbolism' ; F.3 'perceived risk in clothing purchase' ; F.4 'clothing interest'. 2. Four factors of life style derived by factor analysis : F.1 'active-leisure';F.2 'confidence oriented';F.3 'appearance interest';F.4 'house-work interest and community conciousness'. Three types of life style were defined by the cluster analysis of the 4 factors : T.1 'passive stag-nation'; T.3'outside activity'. 3. There were significant differences in clothing involvement factors according to life style types. Outside activity type perceived 'clothing pleasure' highest level among 3 life style types. Outside activity type and house-work and positive living type perceived 'cloth-ing symbolism' and 'clothing interest' higher level than did passive stagnation types. 4. Elderly women high in educational level were more distributed in outside activity type and the low in educational level in passive stagnation types. 5. There were significant relationships be-tween life style types and source of a clothing allowance, clothing purchase frequency, and a companion of dress store.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.1
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• pp.77-89
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• 2014

This study looked into the effect of the life style of single females in 20s and 30s on beauty behavior recognition, and spss 17.0 is used for data analysis method. As for the statistical analysis method in order to validate the measurement tools, reliability verification is conducted and life style groups are sampled using K-means taking into account factor scores by life style. To find out the difference between general beauty behavior recognition and life style, descriptive statistics and One Way ANOVA were carried out, and Duncan Test was implemented for the post examination method. Multiple regression analysis was also carried out to figure out the effect of life style on beauty behavior recognition. The result is as follows. First, according to the results of reliability verification and factor analysis for the lifestyle type and the recognition of the behavior for beauty, the types of the life style of the subjects were divided into Economic Utility, Convention Conservatism, Self Development, Showy Consumption, and Appearance Oriented, and the recognition of the behavior for beauty was named as Makeup and Hair, Cosmetic Surgery, Body Care, and Skin Care. Second, as to the recognition of the behavior for beauty based upon the lifestyle, the Appearance Oriented in Showy Consumption recorded the highest. Third, the analysis of the influence of the style on the recognition of the behavior for beauty showed that the behavior recognition for Makeup and Hair and for Skin Care was affected by the life style of Self Development, Showy Consumption, and Appearance Oriented; the behavior recognition for Cosmetic Surgery was affected by the life style of Conventional Conservatism, Showy Consumption, and Appearance Oriented; and again the behavior recognition for Body Care was by that of Economical Utility and Showy Consumption.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.8
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• pp.1141-1152
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• 2002

This study examined the life style of Korean-Chinese co]loge students in YnBian region of China and analyzed the purchasing behavior of clothing according to the life styles. The sample consisted of 296 undergraduate students of the YanBian University in China. The Questionnaires were used to collect the data and the data were analyzed by Sequency, factor analysis, cluster analysis, $X^{2}-test$ and ANOVA. The major results were as follows : 1) Results of factor analysis showed that life styles of the respondents could be classified into 5 factors: the ostentatious sense factor, positive activity factor, circumspective economy factor, self-repletion factor and information conformity factor. 2) The respondents were divided into five groups according to the life styles; active shoppers, conspicuous compulsives, economic planners, self indulgers, and conspicuous planners. 3) Evaluative criteria in purchasing clothing, information sources and store patronage, differed among the five consumer groups. Especially, the conspicuous planners group differed from other groups in al1 aspects. 4) Gender, major, income and allowance were not significantly different among the groups. But, there were more one-child respondent in the ostentatious planned group, while planned consumer group had more respondents who were not one-child in their families.

• Journal of the Korean Society of Food Culture
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• v.14 no.4
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• pp.333-352
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• 1999

This study investigates the impact of International Monetary Fund(IMF) Age on the household behavior of food consumption and analysis the related factors(demographic variables, family life style) to find out the reasonable consumer's consciousness and food market conditions. The results are as follows. 1. General life style and food life style, considered as family life style, were classified into 7 types and 9 types respectively as family life style by factor analysis. 2. The rationality of using and disposing stage on food life has increased, the rationality of the planning stage on food life has decreased since the IMF age began. But the rationality of overall food consumption has hardly changed. 3. The amount of purchasing was decreased, discount store was favorite place to buy food, and safety and freshness were major determinants in purchasing for most of food items. But this was different with food items. The various information sources were used impartially to buy food, cash was used mainly, and the degree of using the discount ticket/coupon was a little low. 4. Income level is an influential factor on the rationality of the planning and purchasing stage on food life, while environment-oriented food life style has influenced on the rationality of using and disposing stage. The purchasing amount of grain products, meats, milk products, bread and snacks, drinks, alcoholic drinks, water and convenience goods has influenced by demographic variables, eating out had been influenced by general life styles, and fruits, healthy foods, processed foodstuffs, favorite foods, vegetables seaweeds, import foods and seafood had been mainly influenced by food life style since IMF age began.

• Journal of the Korean Society of Costume
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• v.28
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• pp.137-150
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• 1996

The objectives of this study were to classify daily clothing selection motives and to group men into life style types and to examine the differences in daily clothing selection motives according to the life style types. Questionnaire comprised of three sections: 36 Likert type items of life style measure; 29 Likert type items of daily clothing selection motives measure: and 4 demographic variables. Samples were 267 salary men in gheir 20's to 30's in Seoul Korea. The data were analyzed using factor analy-sis cluster analysis one-way ANOVA Dun-can's multiple range test and t-test. 1. Five factors of life style were derived by factor analysis ; F. 1 'appearance oriented' f. 2. 'positive activity' F. 3 'economy oriented': F.4 'active-leisure';F. 5 'contemporary' Four types of life style of men were defined by cluster analysis of the five factors: T. 1'posi-tive activity'; T. 2.'economy interest'; T. 3'contemporary' : T 2'economy interest' T.3'contemporary' ; T. 4 'appearance interest' 2. Four factors of daily clothing selection motives were derived by factor analysis: F.1 'clothing harmony'; F.2 'clothing utility'; F.3 'psychological influence'; F.4 'exogenous situ-ation adaptation 3. There were significant differences in daily clothing selection motives according to the life style types. The types of positive activity economy interest and contemporary had 'clothing utility' motive more than appearance interest type. Economy interest type had 'hpsychological influence' motive more than other three types. Economy interest type and appearance interest type had 'exogenous situ-ation adaptation' motive more than other two types 4. 20's and unmarried men had'psychological influence' motive more than 30's and married. Upper class had 'clothing harmony' and 'ex-ogeneous situation adaptation' motives more than middle and low. Men with less education had ' clothing utility' and 'exogenous situation adaptation' motives more than did more edu-cation.

• Journal of Families and Better Life
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• v.6 no.1
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• pp.1-25
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• 1988

The purpose of this study was to classify the communication styles of the husbands and wives in Korea. The instrument of this study was questionnaire which was made through the three times' pre-research by the researcher. In the pre-research, husbands and wives were asked what were the communication styles in their daily life. Among the gathered data 55 items were chosen by the frequency of the communication styles. The subjects were 240 husbands and 264 wives who lives in Seoul. In this study the following questions were examined. 1) What are the communication styles of the husbands? 2) What are the communication styles of the wives? The data were analyzed by the method described below with SAS and SPSS computer programs. 1) To find out general character of the subjects, frequency distribution and frequency percentage should be computed. 2) To analyze items of the scale, mean standard deviation, and relative frequency distribution of the respective items should be computed. 3) To extract factor of the respective group, the procedure of factor analysis should be applied. 4) To verify the reliability of the respective factor, Cronakch's α should be computed. 5) To notice the differences in background variables, the analysis variance should be computed. The conclusions derived from the findings were as follows: 1) The communication styles of the husbands group were categorized into authoritarian style, contactful style, sincere style, speculative, speculative style, other-oriented style. 2) The communication styles of th wives group were categorized into authoritarian style. sincere style, other-oriented style, sacrifice style, speculative style.