패션 시장세분화를 위한 탐색적 연구An Exploratory Study for Dividing Fashion Product Buyers
- Other Titles
- An Exploratory Study for Dividing Fashion Product Buyers
- Authors
- 김연희; 이규혜
- Issue Date
- Apr-2011
- Publisher
- 복식문화학회
- Keywords
- 시장세분화; 패션 소비자들의 세분화 변수; 심층면접; market segmentation; variables for dividing fashion product buyers; in-depth interview
- Citation
- 복식문화연구, v.19, no.2, pp.116 - 131
- Indexed
- KCI
- Journal Title
- 복식문화연구
- Volume
- 19
- Number
- 2
- Start Page
- 116
- End Page
- 131
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/168667
- DOI
- 10.29049/rjcc.2011.19.2.116
- ISSN
- 1226-0401
- Abstract
- The fashion market focuses on consumers and maximizes consumers’ satisfaction. The fashion market has been segmented to better satisfy the variety of consumer group. Although market segmentation has been studied, efficiency and effectiveness of market segmentation continuously bring problems. Also, problems of prediction about real consumer behavior, and efficiency and effectiveness of standards are pointed out. The purpose of this study is to determine the most important variables for dividing fashion product buyers. This study was designed as qualitative study and in-depth interview was conducted. The in-depth interview was conducted with five experts in fashion intelligence agency. In-depth interview was completed by an analytic induction and an investigator triangulation.
Questions were about characteristics, demographic characteristics, important factors and fashion buying relationship,and interests of current clothing shoppers. The results of qualitative research demonstrated that clothing shoppers,with their valuable consumption and selective buying behaviors, seek differentiated products. They also long for high quality apparel for its price, because of their valuable consumption and price centered tendency. They illustrated active sides, such as enthusiastic information searching and emotional or experiential consumption, rather than attitudinal sides. The variables for dividing fashion product buyers included: "innovative seeking", "symbolic seeking", "personalized seeking", "quality-seeking", "selective seeking", "price-seeking", "utility-seeking", "hedonic seeking", "sensitive seeking", "brand-seeking", "digital seeking", "information-seeking", and "eco-seeking".
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