• 한국의류학회지
• /
• 제30권2호
• /
• pp.233-244
• /
• 2006

The purpose of this study is to examine the effects of situational involvement on impulse buying of clothing products in cable TV home shopping. Data were obtained from 235 women aged between 20 and 50 living in Seoul metropolitan area who have bought apparel products on impulse through cable TV. The data were analyzed using factor analysis, cluster analysis, MANOVA, and Chi-square analysis. By factor analysis, two factors of situational involvement factors were identified: Emotional Involvement and Cognitive Involvement. Based on situational involvement, consumers were classified into four groups; High Involvement, Low Involvement, Cognitive Involvement, and Emotional Involvement groups. These groups showed different decision making styles. The situational involvement groups were also different in terms of demographic characteristics, purchase behaviors, types of impulse purchase products, and responses to marketing stimuli. The findings of this study provide useful information for retails of Cable TV home shopping. Retailers may need to make useful marketing efforts for each types of situational involvement.

• Journal of Forest and Environmental Science
• /
• 제30권3호
• /
• pp.267-276
• /
• 2014

Collection of lichen together with tree twigs of oak and other trees bearing abundant growth of lichens is a common practice among the villagers and the rivals residing near Oak forests in Kumaun Himalaya. Nainital forest division represents about Twenty nine percent vegetation of the Oak forest in Kumaun Himalaya. In Kumaun, the lichen trade share is decreasing at an alarming rate of 21.93% which requires immediate actions by the Government. Lichen contributed significantly to household earnings with off-farm activities and this sector was found second highest income creator after Agriculture. It is a source of cash income during the season of extraction, which increases economic access to food. It has been observed in the present study that the secondary collector and transporters together get maximum share (>50%) of income generated from lichen, thus economic exploitation of the poorly educated people by the traders was still prevalent in the area. To improve the socio-economic standard of the people of Kumaun, it may is necessary to increase and improve the lichens resources of the area. There is a strong need for scientific management, best harvesting practices and strict monitoring of resources. The present study was conducted to assess the present and future resource potential for the conservation and sustainable management of lichens, existing market mechanism, role of Lichens in economic upliftment and livelihood generation of rural communities in Kumaun Himalaya.

• 한국의류학회지
• /
• 제32권7호
• /
• pp.1023-1033
• /
• 2008

The purpose of this study was to segment home-shopper market by using the demographic characteristics. This study enables a better unders landing of home-shoppers and improving the strategy of marketing. The specific objects of this study are as follow: First, it was to exam market segmentations by demographic factors using mixture model. Second, it was to exam shopping orientations of fashion merchandise according to segmentation groups. The data was collected from 637 subjects who had used the home shopping more than one time in a year. The data was analysised through frequencies, factor analysis, ANOVA, Duncan's mutiple range tests with SPSS 12.0 and Mixture model. The results of data are as follows: 1. The result of market segmentation as demographic factor using Mixture model was extracted to 4 market segments called 20's/ unmarried stage, 30's/ children bearing & rearing stage, 40's/ families with children's education stage, 50's/ aging stage. 2. Shopping orientations were extracted to 5 factors called a pleasure oriented, convenience oriented, off-line oriented, human oriented, thrift oriented.

• 한국의류학회지
• /
• 제32권7호
• /
• pp.1104-1115
• /
• 2008

The main purpose of this study is to analyze how differences in lifestyle affect the consumer decision making process on Korean and Chinese consumers. We conducted a survey on 210 female college students to gather the data needed. Through this study we were able to distinguish five different type of lifestyles; the confident, the charismatic, the vogue pursuing, the competitive, and the sociable. We also found out that the consumers of Korea and China with different lifestyles act differently throughout the decision making process. Chinese consumers were more influenced by advertising than Korean consumers. Korean and Chinese consumers also showed a difference in the perception of cosmetic prices, purchasing motivations, types of cosmetics, and where it was made from. Both Chinese and Korean consumers are influenced by salesperson more than any other marketing variables at point of purchase. The findings of this study are expected to help marketer make successful marketing strategy for cosmetics business in China.

• 패션비즈니스
• /
• 제12권6호
• /
• pp.124-137
• /
• 2008

The present study was implemented to understand high school girls' buying patterns of fashion products at online and offline shopping malls; and to obtain the information needed for the development of online and offline mall marketing strategies that are differentiated from each other. The study was conducted through a descriptive survey method using questionnaires. The sample consisted of 242 girls from four high schools located in Seoul. Descriptive statistics, cross-tabulation and a paired t-test were used for the analysis of the data. Results are as follows: First, most of the high school girls (82.2%) had experience of purchasing fashion products at online shopping malls. And, those who have purchasing experience at online shopping malls, compared to those who do not have such purchasing experience, showed a higher purchasing intension at online shopping malls. Second, both the degree of pre-purchase searching and ongoing searching was higher in online shopping than in offline shopping. Third, the quality of material, place produced, brand name, and store atmosphere/type were considered more in offline shopping than in online shopping. Shopping convenience and information service about the products were considered more in online shopping than in offline shopping. Fourth, the purchasing frequency of underwear and hair accessaries was higher at offline stores than online shopping malls, but the purchasing frequency of bags was higher in online stores than offline stores. When the differences between the purchasing patterns at online shopping malls and offline stores are considered carefully, marketing activities would be more effective.

• 한국생활과학회지
• /
• 제19권6호
• /
• pp.1013-1030
• /
• 2010

Recently a prevailing trend in marketing has been the use of consumer participations or prosumer activities and this has caused consumers to become skeptical in their treatment of information found on blogs. Therefore, these marketing practices can be usefully examined to ensure they represent a neutral source of information for consumers. This study thus investigated married women's production activities of consumer information using personal blogs, their motives and experiences, and the characteristics of the information they produced. A qualitative study was undertaken using focus group interviews with two groups of sixteen married women in their 30's and 40's. Results suggested that personal bloggers' information production activities were primarily initiated by businesses and that bloggers were paid for their activities either with money or through the products they reviewed. Although the information produced was, because of its basis in consumer experience, consumer friendly, its quality was limited in the sense because it primarily reflected the perspective of businesses. The bloggers, themselves, expressed ethical uncertainty about their practices. Implications for consumer education and policy were also discussed.

• 산경연구논집
• /
• 제9권11호
• /
• pp.7-15
• /
• 2018

Purpose - This study surveys factors such as lifestyles, nutritional status, physical indicators, and physical fitness levels that affect the health of seniors over the age of 65 and based on the collected data attempts to create a senior health index model that provides health service information, help support seniors' successful aging, and improve their quality of life. Research design, data, and methodology - This paper conducted the development for senior health index model and the cross validity verification to examine the status of senior health level, and aimed at setting the health status evaluation criteria. Seniors 384 usable data were analyzed. Results - As an attempt to segment the senior health service market, I divided the results of this study based on measurability, accessibility, disparity between groups, and the size of the potential client base. I divided the senior market into five subgroups: very healthy, healthy, normal, weak, and very weak. Conclusions - The findings of this study may prove useful in preparing for the forthcoming super-aged society through segmentation of the senior market, understanding differences between groups with different health conditions, and discovering effective marketing strategies that meet the demands of different senior groups.

• 동아시아식생활학회지
• /
• 제24권5호
• /
• pp.585-603
• /
• 2014

The purposes of this study were to investigate managers' and chefs' perception on importance and performance of operation management of Korean restaurants, and to examine Importance-Performance Analysis (IPA) for operation management. A total of 342 managers and chefs working at Korean restaurants in Seoul and Gyeonggi province were surveyed and 314 responses were returned. Excluding responses with missing data, 250 responses were used for data analysis. In terms of importance of operation management attributes, 'sanitation management (4.38)' category received the highest scores, followed by 'facility and equipment management (4.35)', 'service management (4.17)', 'production management (4.04)', 'inventory and financial management (4.04)' and 'marketing (3.25)'. In terms of performance, the highest operation management attribute was associated with 'sanitation management (4.00)', followed by 'facility and equipment management (3.80)', 'production management (3.69)', 'inventory and financial management (3.55)', 'service management (3.51)' and 'marketing (2.53)'. As the results of IPA, 'customer care and hospitality education for hall servers', 'training hall servers for menu explanation to customers', and 'neat appearances and clean uniforms of the hall servers' fell into the Quadrant II(concentrate here).

• 복식문화연구
• /
• 제10권5호
• /
• pp.493-503
• /
• 2002

This study examined consumer characteristics and consumers' clothing purchase behavior for each of the four fashion brand types. The ultimate purpose of this study is to suggest the most effective marketing strategy for competitive advantage in fashion brand strategy. The subjects selected for the final analysis are 412 women of age 20 thru 34 in Seoul and areas. The data were analyzed using frequency, percentage, factor analysis, chi-square test, ANOVA, duncan test. The results of our study indicate that it is possible to meaningfully describe and contrast four brand types based on consumer's characteristics and purchase behavior. 1. The clothing brand is classified into four types : Designer brand 10.9%, National brand 27.2%, Middle-price brand 36.2%, Low-price brand 25.7%. 2. There are significant diferences according to four brand types in the demographic traits such as age education and income the average monthly spending on clothing. 3. There are an important discrimination according to tow brand types in their clothing purchase behavior such as information usage, clothing choice criterion and brand choice motivation. 4. Based on the result of this analysis and the review of literature, the brand strategy is suggested that characteristic and products development is efficient way to each brand consumers' purchase need. Therefore each brand which pursue an added value must frame marketing strategy on the basis of the target consumers' sensitivity characteristic according to the fashion consciousness.

• 복식문화연구
• /
• 제21권2호
• /
• pp.272-286
• /
• 2013

Mass customization is a marketing strategy to meet consumer needs for variation and uniqueness of products. Although there are quite a few studies quantitatively investigated the options provided by mass customization process, scholarly work related to mass customization has provided mixed results on consumer perception of complexity and their responses. The purpose of the study is to derive the factors that influence consumer complexity perception in online apparel mass customization process and consumers' needs to enhance mass customization services. Data were collected by conducting focus group interviews of which 29 participations in 4 groups. The results of the study suggested that consumers perceived complexity through mass customization process due to too many choice options. However, the effect of number of options on respondents' complexity perception was different depending on consumer characteristics such as consumer expertise and fashion involvement, and the characteristics of consumer preference development. Shopping context such as shopping purpose is another moderating factor. This study also suggests that a variety of marketing strategies which can enhance mass customization services affect the relationship between the number of options and consumers' complexity perception. The findings of the study provide academic and managerial implications.