대학생 소비자의 신발제품 구매성향 분석 연구

Abstract

Background Shoes are changing into the segmentalized consumption propensity, different from the producer- driven consuming pattern in the past, whose importance is being more emphasized on fashion. Accordingly, the footwear consumption market is rapidly growing, and the preference analysis on shoe shopping of the consumers in their university students, who are very interested in fashion, may get to have very important meaning. Methods The purpose of this study lies in classifying the consumer styles and comparing the purchasing behaviors, based on the purchasing characteristics and shopping tendencies of footwear product aiming at the men and women consumers in their university students. As the research methods, the consideration on preceding researches and the survey were carried out, and 323 units among 350 units of questionnaire were used as the final analysis materials. In the statistical analysis on the investigated data, SPSS(V.18) statistical package program was utilized, and on the questions, the statistics, reliability, frequency analysis, factor analysis, cluster analysis, variance analysis, and so forth were implemented. Result The shoes shopping tendencies were classified largely into a total of 4 groups, ‘royal brand seeking tendency’,‘functional convenience seeking tendency’, ‘aesthetic pleasure seeking tendency’, and ‘impulsive seeking agreement tendency’, and the consumer type of high school students was analyzed into sympathetic functional convenience, enjoyable emotion seeking, and impulsive brand seeking. Conclusion When recalling the consuming pattern of shoes is changing from manufacturer-oriented one to consumer-oriented one, I hope that based on the result of the consumers’ consuming behavior and shopping propensity which were analyzed in this study, the various positioning and segmentalized marketing on the shoe marketing would be carried out.