20 대 여성의 내의류 상표 선호도와 구매시 평가기준 = Brand Preference and Evaluation Criteria on Phurchase of Underwear among the Age of 20`s Female

다국어 초록 (Multilingual Abstract)

This study is to analyze the competition structure and the brand image in underwear market, and to examine the relationships between brand preference and evaluation criteria on purchase among the age of 20`s females. The samples are composed of 591 females aged 20`s in cheong-ju city. For data analysis, MDS, ANOVA, t-test were used. The results of this study are followed as; Brand group Ⅰ 〔BYC·Try·Vicman〕 was positioned on the dimensions of casual/classic image, brand group Ⅱ 〔BodyGuard·DonandDons·schaolphio·x-zon〕 was positioned on the dimension of casual/fashionable image, and brand group Ⅲ 〔Wacor·Venus·Ravora〕 was posiotioned on the dimension of elegant image. Brand preference in groupⅢ was the highest, and brand preference had significant difference by age, occupation, and education level. Customers who prefer the group Ⅰ evaluated useful and management attributes the most and customers who prefer the group Ⅱ, considered economical and esthetic arributes for purchasing underwaer. Also, customers who prefer the group Ⅲ, evaluated the esthetic appreciational quality, the functional quality, and the brand-symbolic quality. Also, the influence of advertisement is most effective to purchase underwears. A main source of information is the broadcast medium such as TV or radio. The main store types on purchase were types like a department store and underwear special store.