衣類購買女性의 特性에 關한 硏究-라이프 스타일을 中心으로-

A Study on the Characteristics of Female Dress Buyers

The purpose of this article is to investigate on the relationship between the buying behavior and consumer's personal characteristics such as life style and demographics, and thus to construct some hypotheses for future causal and analytical studies. This study is exploratory in nature in that its main goal is to provide a basis for future in-depth studies on the causal strength and directions of the various behavior-determinant variables, in addition to hypothetically suggesting some marketing strategies. A convenient sampling method, therefore, is applied in order to collect data on 62 questions concerning buying behavior, life style, demographics, and media habits of female college students of Seoul. Data on responses of 378 persons are collected, edited, and analyzed in order to construct hypotheses and to formulate rough marketing strategies. 7 hypotheses are derived which is to be tested in future studies for any conclusions concerning the relationship among the variables-buying behavior, life style, demographics, and shopping and media habits. In addition, some useful informations for marketing-strategy formulation are provided in relation to the decisions of life style segmentation, product positioning, media and message, and promotion.