소비자의 구매행동유형과 상표충성도에 관한 연구 = A Study on Consumer’s Buying-behavior Types and Brand Loyalty

다국어 초록 (Multilingual Abstract)

According as the importance of brand value has increased, it?s so significant that we analysis brand loyalty and buying-behavior types in the side of various consumption. Also, it will make it for us to presuppose consumer?s buying-behaviors in modern society.As an analytical result of consumer?s buying-behavior type, they were divided into four type; price value consciousness type, sale orientation type, price-quality schema type, convenience type.As a result of cluster analysis and one-way ANOVA on the three type of consumer?s buying-behavior : Price-orientation type, high quality orientation, convience orientation.And it was found that there was relation between buying-behavior types and brand loyalty. Specially, it was high positive relationship between high quality orientation and brand loyalty, convience orientation and brand loyalty.주제어(Key Words): 구매행동(buying-behavior), 구매행동유형(buying-behavior types), 상표충성도(brand loyalty)