백화점 패션의류제품에 있어 기상요인이 매출에 미치는 영향에 대한 탐색적 연구
AN Exploratory Study on the Effect of Weather Factors on Sales of Fashion Apparel Products in Department Stores
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Abstract
-Weather marketing is firms' effort to incorporate changes of diverse weather factors into marketing planning and activities. The concept has already been applied in many products with mostly seasonal variation. However researches in this area have been limited only in practical areas and has not been supported by scientific approaches.Here, we investigated the effect of diverse weather factors like temperature, rain and wind on product sales based on empirical data and scientific methodology. For this, we selected the fashion clothing items in department stores. We tried to find the relationship between daily sales of clothing items and daily whether factors. Results showed that there is a meaningful relation between the two factors.