衣類購買女性의 特性에 關한 硏究-라이프 스타일을 中心으로-

• 영문명: A Study on the Characteristics of Female Dress Buyers
• 발행기관: 인하대학교 산업경제연구소
• 저자명: 최병룡(Choe Byung-Yong)
• 간행물 정보: 『경상논집』연구논문집 제6집, 263~300쪽, 전체 38쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 1992.08.01

영문 초록

The purpose of this article is to investigate on the relationship between the buying behavior and consumer's personal characteristics such as life style and demographics, and thus to construct some hypotheses for future causal and analytical studies. This study is exploratory in nature in that its main goal is to provide a basis for future in-depth studies on the causal strength and directions of the various behavior-determinant variables, in addition to hypothetically suggesting some marketing strategies. A convenient sampling method, therefore, is applied in order to collect data on 62 questions concerning buying behavior, life style, demographics, and media habits of female college students of Seoul. Data on responses of 378 persons are collected, edited, and analyzed in order to construct hypotheses and to formulate rough marketing strategies. 7 hypotheses are derived which is to be tested in future studies for any conclusions concerning the relationship among the variables-buying behavior, life style, demographics, and shopping and media habits. In addition, some useful informations for marketing-strategy formulation are provided in relation to the decisions of life style segmentation, product positioning, media and message, and promotion.

목차

Ⅰ. 서론

Ⅱ. 라이프 스타일연구의 중요성

Ⅲ. 의류구매여성의 특성

Ⅳ. 결과의 분석과 가설의 설정

Ⅴ. 분석결과의 마케팅전략적 의의

참고문헌

설문지

Abstract