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박원선(Won Sun Park),이선재(Sun Jae Lee) 한국복식학회 1999 服飾 Vol.43 No.-
This study was aimed to analyze consumers` wearing attitude and the purchase behavior of jeans, and the jean manufacturers` marketing strategies. Subjects were 448 male and female in their teens, twenties and thirties living in Seoul. Data were obtained by self-administered questions and analyzed by SAS package. The main findings of this research are as follows: 1. A result of factor-analysis of the consumers` jeans wearing attitudes variables were typed as 4 factors of fashion pursuit, famous brand pursuit, sexual attraction pursuit, practicality pursuit. 2. In analysis between jeans wearing attitude, type of information source purchase behavior and demographic characteristics showed significant difference partially. 3. The most influential design of jeans purchase was a fitting factor. The consumers preferred low price shops in downtown and colledge area and department store because of it`s variety of jean goods. So the market segmentation and the brand positioning method according to consumers` wearing attitude and purchase behavior should be concerned properly in maketing strategy design include product and advertising strategy.