20대 여성의 정장의류 상표군 선호도와 구매시 평가기준

The Preference of Brand Group and the Evaluation Criterion on Purchase of the Formalwear among the Age of 20's Female

This study is to analyze the compitition structure and the brand image of the formalwear and the preferance of the brand group among the age of 20' s females. The 207 samples of 20's females who live in Cheong-Ju city. The results of this study are followed as: The market competition structre appeared in positioning map have been constituted into four groups of the " Tomboyㆍy'sb", "lollol, sellyㆍbesti-belly", "VOVㆍo.z.o.c ㆍJoinus", EnCㆍi.n.v.u". The brand-trasfer of each group may easily be taken place as each compition among these groups was much feeble. By investigating the image of the formalwear brands appeared in positioning map, it may be presented that horizontality dimrnsion is "cute-ellegance image", and verticality dimension is "mannish-feminine image". Group IV such as EnCㆍi.n.v.u is brand which are prefered and purechaseed by the age of 20' s females, whereas the preferance and puechase of brand such as VOVㆍo.z.n.c.ㆍJoinus.