천연염색 상품의 구매 선호도와 소비자 특성에 관한 연구

Abstract

Targeting women more 20 years old in Jeju, this study was to find out the purchase preference on natural-dyed products and some customers Characteristics according to purchasing behavior factors. The research questionnaire was issued into 256 copies and carried out the frequency analysis, the factors analysis, K-Means Cluster analysis, and the χ2-test using the SPSS 11.0 version, a statistical analysis program. The result is as follows:It was appeared that they have gotten the most information about natural-dyed products from their families and friends. The most purchased item was the scarf, and followed the necktie, the daily clothes, the bedding, and the modern Hanbok in order. Most customer purchased natural-dyed products for their own uses. The biggest purchase motive was the material, and followed the health, the color in order. Customers mainly purchase in some speciality stores, and 94.2% of purchasers expressed higher satisfaction than average level. This proves that the consumers having purchased natural-dyed products know natural-dyed products' good features, advantages and disadvantages well, and they are considered as the consumers enjoying naturally dyed products. Main problems related to naturally dyed products were the washing & management, the insufficient information & promotion about products, and expensive costs in order. It was considered that correct indication each product's features or washing & management method in its tag is very important. Consumers preferred brownish, natural image, trees and traditional patterns. Favorite item was daily clothes. Consumer's purchasing behavior was composed of 7 factors of the friendly-environmental effect, the lifestyle, the cultural marketability, the individuality, the esthetic feature, the comfort, the preference. As the most plausible factor, the friendly-environmental effect was considered as the most important factor in deciding a purchase. Specifically the purchase customers were divided into progressive purchaser group and passive group. Progressive purchase group liked the natural-dyed products providing esthetic feature, its friendly-environmental feature, and comfort, and progressive purchasing behavior level was proportional to more age, higher income, longer marriage period and higher academic level. Also it was appeared that they mainly got information about naturally dyed products from clerks on the display stand or around people. Passive purchase group had lower purchasing behavior factors. This passive group was mainly composed of young, single people with lower income and people under 10 year marriage period. Marketers can use the results to access the market of natural-dyed products for promotion.