A Study on Store Image preferences according to clothing life Style patterns.

Lee, Jin

Home Economics Education Major

Graduate School of Education

The purpose of this study was as followings:

1) to patternize colthing consumer groups according to clothing life style

2) to examine differences between store image preferences these patterns

3) to establish efficient store image strategies

Theoretical study and empirical study were adopted for these purposes.

Theoretical study was done by the review of documents and previous studies on clothing life style and store image.

Empirical study was done by the collection of data with written questionnaires 485 Women aged Between 20-40.

Statistical methods- factor analysis, cluster analysis, t-test, F-test. α²-test, and Duncan Multiple Range Test- were conducted for the analysis.

The obtained results are summarized as follows:

1. Clothing life styles of the respondents are classified into four patterns, which are named by each characteristics : fashion pursuit pattern, Brand-oriented pattern, economical pursuit pattern, practical pattern.

2. Store image preferences of those respondents according demographic variables are significantly different by the age, marital status, income, occupation, the place of residence.

3. The results of examining preference motives of store types according to clothing life style patterns are found that : store types which are prefered by those respondents are department store-speciality store, general clothing store, discount store, wholesale market in order.

Additionally, the results of examining differences between preference motives according to store types are revealed that those differences are statistically significant : the quality of product, the assortment of product, varieties of clothing sizes, the uniqness of design, the size and price indication of clothing, parking facility, store hour, store facility, advertisement and sales promotion, credit card acceptance, post-purchase satisfaction, display of clothing, and cleaness of store.

4. The results of examining store image preferences according to clothing

life style patterns are revealed that store image attributes important to those respondent are post-purchase satisfaction, the quality of product, the easiness of exchanging and returning goods, the price of product, and the attitude and product knowledge of sales personnel in order. Additionally, the results of examining differences between preferences according to clothing life style patterns are revealed that those differences are statistically significant : the quality of product, the price of product, the uniqness of design, the size and price indication of clothing. Parking facility, store facility, the easiness of exchanging and returning goods, post-purchase satisfaction, and display of clothing.

The above results lead us to suggest distinguishing marketing strategies according to clothing life style patterns.