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A Study on Jeanswear Market Segmentation of High School Students Based on Brand Loyalty
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고등학생의 상표충성차원에 의한 진의류 시장세분화연구

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Type
Academic journal
Author
임정선 (이화여자대학교 의류직물학과) 임숙자 (이화여자대학교 의류직물학과)
Journal
The Korean Society of Clothing and Textiles 한국의류학회지 한국의류학회지 제21권 제4호 KCI Accredited Journals
Published
1997.1
Pages
782 - 794 (13page)

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A Study on Jeanswear Market Segmentation of High School Students Based on Brand Loyalty
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The purpose of study were 1) to find whether brand loyalty is reasonable measurement for market segmentation or not, 2) to know consumers' purchasing behavior by marketsegmentation, 3) to draw preference jean product. Objects were 462 high school students who live in Seoul and random sampling referred from "Korean school guide book". The questionnaires were selected from the previous studies and various bibliographies. For statistic analysis, percentage, average, ANOVA, x2-test, Duncantest, paired t-test, and multiple regression were used by SAS package. The results of this study were as follows. 1) Consumers were classified into affective brand loyalty group, familiar brand loyalty group, habitual brand loyalty group, brand interest but no brand loyalty group, and no brand loyalty group. 2) There were notable differences in clothes purchasing behavior variable through market segments' purchasing (requency, price. 3) The most Prefered jean Product is 80,000 won, domestic well-known brand, baggy style and preferable jean product shows different when it classified brand loyalty.d loyalty.

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