라이프 스타일에 따른 소비자 구매행동에 관한 연구

A Study on the Consumer Buying Behavior with Life Style

- concentrated with bags buying behavior of middle-high school student in Korea -

Major in Marketing

Department of Business Administration

Graduate School of Kyonggi University

1. Purpose of Study

In general, the life style of an individual is derived from their value-view and personality internalized by cultural, economical and social factors of a contemporary society and therefore the life style once formed will remain for a long period of time.

If the middle and high school students, they are many difference factors between adult consumers and who will enter into the society in the future, are thought to carry out the role of opinion leader, it will have an enormous effect on the company's profit of a society as a whole.

Therefore, the study aimed to segment consumer groups by investigating consumer life style, and present marketing strategies which is proper to each segmented market in bags products by analyzing purchase behavior of each segmented market according to purchase.

The specific purposes of this study are follows ;

1) to segment bags market of middle and high school students in Korea on the base of their life style.

2) to propose marketing strategic implications for each segmented group.

2. Method of Analysis

The study selected 250 middle and high school students in Korea as the sample and used finally 210 questionnaires of them for statistical analysis because of insufficiency of response.

The study used Factor Analysis and Cluster Analysis to Group same respondents Crosstab Analysis, ANOVA Analysis characteristics of buying behavior for each group and used Regression Analysis.

3. Characteristics of Each Group

The respondents were divided into 4 groups of different life style patterns according to the result of analysis, there was difference between groups in their buying behavior. The characteristics of each group are as follows ;

1) Group 1 : Individuality pursuiting Type (18.09%)

Consumers of this group live in pursuit of individuality. They purchase according to comfortable style. price, color, brand name, express individuality and seek information very various from an agent, department store, And they showed the lower percentage than other group at the invitation of friends and acquaintances.

2) Group 2 : Fashion leader Type (7.61%)

Consumers of this group interest in new goods and receive fashion rapidly due to consider fashion life as important thing. They purchase bags according to new fashion, design, price, quality, and color. They like very different goods and seek information very hard. They also use famous special bag store and agent store mainly for purchasing, and satisfy from design, color others positive evaluation. They don't purchase bags with previous plan.

3) Group 3 : Actually participation Type (41.90%)

Consumers of this group dislike new fashion and they purchase bags based on needs. They select bags according to useful goods, use bargain sale. And they like decent simple image, they are satisfied with positive evaluation of others and cheap price.

4) Group 4 : Fashion follows Type ( 31.42%)

Consumers of this group interest in fashion and receive fashion rapidly due to consider fashion life. They purchase bags according design, price, quality, and color. And they seek information very hard. They purchase bags very various store like individuality pursuiting type.

4. Marketing Strategy

The fashion leader and follower Type interest in new goods that is high-quality, high-price bags is a design, price, quality, and color and they purchase all it. And Individuality pursuiting Type interest in the bags individuality, it is a style, price, color, and brand name. They seek information very various like agent, department store and famous store. Finally, Actually participation Type to purchase based on needs, and they like decent simple image.

The advertising and promotion is thought that the selection of medium and the contents of advertisement. That is being utilized most in studies on life-style the contents of advertisement should be consistent with the positioning of product, and the media of broadcasting such as television may be desirable, taking into consideration middle and high school students, at the selection of media.