미혼여성의 웨딩드레스 선택행동과 구매의도에 관한 연구

A Study on the Selection Behavior and Purchasing Intention for the Wedding Dress

  This research surveyed 426 single women, potential purchaser of the wedding dress who live in Kyonggi-do and Chungcheong-do, ages between early 20s and late 30s.   The wedding dress selection behavior and the preference for image and fabrics based on different silhouette were studied. The data analysis of the factor analysis, x² and Pearson"s correlation were performed using the SPSS/WIN 10.0.   The result of this study as follows. For the selection of the wedding dress, many preferred the rental of the customized dresses at the dress specialty shops at the price ranging from 500,000 to 800,000 won. Most women obtained the information on the dresses from the magazines. There was a difference in the preferred dress type, purchasing place, use of available information and price of the dress according to age, education and income level.   Through such research, I am going to propose marketing suggestion to the companies in the wedding business. They have to consider a society population trait about the consumer behavior of the wedding dress selection, and need various market segmentation based on the age, education and economic level. They must establish the distinct marketing strategies for each market. The consumers" economic level must be considered in sales of the dress. The expensive dress should be of higher quality while making available the mid- to lower priced dresses.   They must provide the wide selection of the dress while continuing to improve to meet the consumer needs of the better design and comfort of the dress.