ABSTRACT

A Study on Positioning with the Composition Factors of Women's Underwear Brand Image

Lee, Hong (The Graduate School of Business Administration Yonsei University)

The purpose of this research is to gain the attributes and factors which compose the brand image of women's underwear, and to subdivide the purchasing group on the basis of them. By using the Statistical Analysis System, the perceptional degree and preference of brand image were pulled out, and analyzed in the perceptional dimension to present the positioning strategy for seven leading brand in women's underwear.

The objectives of research are as follows:

1. To analyse the factors of brand image of women's underwear.

2. To subdivide purchasing groups based on the attribute appraisal of the brand image of women's underwear.

3. To obtain the image positioning of each brand of women's underwear.

4. To evaluate the brand preference in these subdivied groups.

The subjects of the research were 400 females visiting department stores who Purchase or at least may influence for purchasing from twenties to thirties.

In order to collect necessary data, the researcher used questionaires devised and supplemented by the researcher based on previous researches and Pretest data on brand image attitude and brand positioning.

In order to achieve the objectives of this research, the researcher implemented following analysis methods. - Chisquare test, Anova test, Duncan's multiple range test, Factor analysis, Cluster analysis and Correspondence analysis.

The results of the research arc as follows:

1. According to the factor analysis, the composing factor of women's underwear brand image are "Fashion-orientedness" , "Practicality" and "Advertising-orientedness" .

2. Accordoing to the cluster analysis based on the attribute evaluation of brand image, respondents were classified into the following groups : "Group regarding advertising as important", "Group regarding fashion as important", "Group having no interest in any factor".

3. According to the analysis, the perceptional degree of brand image and composing factors are as follows.

1) "Vivien" and "Venus" have very similar perceptions for "Lavora". They are closely related to "Practicality" factors.

2) "Scandale" and "Wacoal" images are Perceived differently from the previous 3 brands. These are closely related to "Fashion -orientedness" factors.

3) "Calvin Klein" is perceived closely related to "Advertising -orientedness". 4) "Triumph" is less homogenity than any other brands and has little perception with above three factors.

4. According to preference analysis of brand image, all the subdivided groups by age showed heterogenity. The early twenties preferred "Calvin Klein". The late twenties and the early thirthies preferred "Wacoal". "Venus" and "Vivien" have common preference from twenties through thirties. "Triumph" is still far from becoming the preference of any consumer group.