40-50대 남성화 소비자 세분화에 따른 구매평가기준 연구

Abstract

Background: Shoe product consumers show their various personality and purpose into their purchase pattern. However there has been not much studied about shoe market segmentation. Various styles of Shoes of individual consumer’s activity, interest, opinion and characteristics, are wearing together with garments according to fashion trend and it’s functional purpose. Methods: The purpose of the study was in classifying the 40-50s’ male consumer market segmentation and comparing the purchase evaluation criteria based on the consumer market segmentation of footwear products. Preceding researches and the survey methods were carried out. 244 questionnaire were used for the final analysis. SPSS(V.18) statistical package program was used for the data investigation. The questions and the statistics were implemented as well as reliability, frequency analysis and factor analysis. Cluster analysis and variance analysis were also investigated. Result: The shoes purchasing tendencies were classified into a total of 3 segmentation as ‘practical value seeking tendency market’, ‘social brand seeking tendency market’ and ‘aesthetic pleasure seeking tendency market’. As a result, 9 purchase evaluation criteria were analyzed by those 3 groups. There are meaningful differences of 7 criteria(design, color, fashion, comfortableness, durability, brand and price) on 3 consumer groups, except shoe materials and services. Conclusion: It will be expected that the footwear marketing strategy would be carried out, based on the results of this study, the factors of shoe purchasing tendencies of 40-50s’ male consumer and the differences of shoe market segmentation by purchasing evaluation criteria.