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ABSTRACT
A Study on the Difference of Product Attitude and Advertising Attitude among Market Segments
Ahn Il-Yong(Department of Business Administration, The Graduate Schoo1 Yonsei University)
The objective of this research is finding out the differences among groups in product attitute and advertising attitude perspectives. In doing so, the mid and low-priced casual wear market has been segmented by its stock of casual wear and consumer's attitude towards clothing. In addition to that, the results provide a market segmentation guideline for product strategy and advertising strategy.
In order to conduct this research, theory on market segmetnation has been taken into account while a convenience sampling method has been used for a survey on college students.
The results of 172 valid data are as follows.
Each market segment by its stock of casual wear shows valid differences among product attitude, so this market segmentation method will be useful in product strategy decisions.
Results also suggest that each market segment by consumer's attitude toward clothing shows valid differences among advertising attitude, and therefore this segmentation method will be useful in advertising strategy decisions.
Key words: Market segmentation. Casual wear, Product attitude, Advertising
