아울렛 여성소비자 연령별 집단의 라이프스타일과 의복구매행동- 20대와 30대를 중심으로 -

Abstract

In order to increase the consumers' satisfaction level with clothing products carried by outlet stores, and to increase the effectiveness of marketing activities of outlet stores, it is needed to investigate consumers' life style and buying behavior more specifically and continuously.The present study was conducted to classify outlet consumers according to their lifestyle and demographics, and to investigate their clothing buying patterns by the classified groups. The study was implemented through normative-descriptive survey method using self-administered questionnaire. Data were collected from January to March in 2006 and the sample consisted of 310 women between the ages of 20 and 39, residing in Seoul area. Factor analysis, cluster analysis, ANOVA, Duncan's multiple comparison, and chi-square were employed for the analysis of data. The results indicate that the differences in life style between and among the age groups. The twenties than the thirties showed higher tendency toward fashion and impulse purchasing. The late 30's showed higher preference to practicality than the early 30's do. Differences were also found in information source according the age groups. The 20's and the early 30's used observation and self-experience more often than the late 30's do. Among age groups, the late 30's considered practicality most as a selection criterion.Considering the result that there are differences in buying motivations, information sources, buying frequency and criteria for purchasing according to the age of outlet consumers, there must be a greater effort to differentiate product lines reflecting the particular characteristics of the groups classified.