Kim, Yong Duck (Dept. of Business Admin., The Graduate School of Business Admin. Yonsei University)

It could be said that ultimate goal of any company is profitmaximization. In order to achieve this goal, companies should have information on customers who are the object of company activities. In general, purchasing behavior is not fixed, but it takes on various forms according to individual situation or product. The common thing in all purchasing behavior is that customers purchase products or services to satisfy one's needs.

Among many products, automobile is a very important factor and also it could be said that purchasing behavior for automobile is important to companies. As automobile becomes basic necessity of modern life, automobile industry is growing at tremendous paste and many products and services are appearing. Taking a look at Jeeps, which is fast growing, shows this situation and its markets are becoming one of the most important market to Participating companies. This is due to the fact that customers who acquire Jeeps are much different compared to those accquiring ordinary cars and also factors to be considered when customers decide to purchase Jeeps are significantly different.

Through those differences, this study aims to find out strategical meaning in the view of participating companies. This study aims to find out strategical meaning in the view of participating companies.

This study collected data on customer behavior through surveys and applied various statistical method to analyze collected data.

Through such efforts, strategical implications were found. Following are the results and hypothesis which were grooved.

First, when customers decide to purchase Jeeps, many factors infouence such decision compositely .

Second, there is a significant difference between factors being considerd between Jeep purchasers and ordinary car purchasters .

Third, factors being considered by ordinary car purchasers dosen't feel all the factors are important in the sane degree. The differences are being shown on the basis of feeling for those importances .

Fourth, when customers decide upon purchasing a ordinary car, there is significant differences in purchasing decision methods like information source for purchase and people influencing purchase.

Above strategical implications are considered to be important to establishing strategies and various statistical methods are needed to for establishing concerts and detailed strategies. This study has its limits, but it could be said that it has meaning by having compared and analyzed Jeeps and ordinary cars which are being paid attendion recently .