＂St. John 스타일＂ 니트웨어의 소비자 구매 및 착용 현황에 관한 연구

Abstract

This study is to examine consumer needs through investigating actual conditions of consumer behavior about knitwear and to collect diverse information about the niche market of “St. John style” that is distinguished from others and to provide information on the market of this area. In this study, survey via questionnaires on 300 women of their 30s～60s who live in Seoul and the Metropolitan area was conducted from May 2008 to September 2008 and, excluding the incomplete responses, a total of 214 questionnaires were used. For the statistical analyses of frequency, percentage, mean, standard deviation, cross～tabulation analysis, t-test and One Way ANOVA were conducted using SPSS/WIN statistical program 12.0. The results of examining consumers’ buying behavior showed that the purchasers of “St. John style” knitwear were found to be professionals/liberal professions with high educational background who are in the high income bracket earning a monthly income of more than 5 million won. The most preferred item was found to be upper and outer garment of knitwear mainly worn in “St. John style” of formal dress. The products were found to be purchased by consumers after they have looked around 4 or 5 shops with the purchasing time of about one hour. Since consumers tend to purchase in sale price rather than in normal price, knitwear products of “St. John style” were found to be purchased for 200～300 thousand won despite the fact that the products are high～priced articles. Domestic brands were found to be most purchased and department stores were most preferred place for the purchase, and the younger the purchasers were, the cheaper products were purchased on sale or at the discount stores. The number of the respondents who wear knitwear product once or twice a week was found to be the highest, which represented a relatively high rate of wearing knitwear products which were mainly worn as formal dress for the special occasions such as official events and social gatherings. The results of examining the degree of satisfaction with “St. John style” knitwear showed that the respondents were found to be satisfied in the items of color, needlework, keeping warm, weight, while they were found to be not satisfied in the items of fluff, change in shape after laundry, change in size, static electricity.