스포츠 의류 마케팅 전략이 소비자 구매욕구에 미치는 영향 = The effect of marketing strategy for sports clothing on customers' interest

다국어 초록 (Multilingual Abstract)

The object of this study was to find out enterprises' marketing strategy factors of clothing and the effect of them on customers' interest.
The strategy factors were found out in the interview with sports clothing
marketers such as NIKE and Pro-specs, and the selected items for questionnaire of customer's interest were as follows.
1. Interest, information,opinion,advertisement,frequence on the sports clothing.
2. Purchasing method,purchasing place,purchase,price,satisfaction level on the sports cothing.
3. The frequency on the matters under consideration in choosing the sports clothing.
4. The recognition level of products by sex.

198 K.J university students in Kyongki-do were selected as a sample through accidental cluster sampling and these data were computerized by using spsswin, Ver 7.0 and applying FREQUENCY and ANOVA.

The results were found:
1. 34.7% of the respondents had interest in the sports clothing, 37.4% of the respondents got the informations by the articles on display, 41.4% of them thought the advertisement as average, and 82.8% selected a sportsman as the model for advertisement.
2. 57.1% of the respondents answered that they purchased the sports clothing with friends in the item of purchasing method, 43.4% of them purchased in the famous brand shop,31.3% purchased the clothing once a season, 65.2% thought the price expensive, and the satisfaction level after buying was highest(47%) when they purchased the high quality one.
3. As the matters under consideration in choosing the sports clothing, fashion was rated as usual (32.4%), utility was important (39%),design was very important(52.5%), brand was very important(41.9%), and sewing important(39.9%).
4. In case of Pro-specs, male(x=2.74) showed lower recognition level than female(x=3.00). In case of NIKE, male(x=3.88)showed higher recognition level than female(x=3.61)

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 연구방법
• Ⅲ. 연구결과
• Ⅳ. 논의 및 결론
• ※. 참고문헌