지방 소도시 소비자의 라이프스타일 유형과 구매행동

A Study on the Lifestyle Trait and Buying Behaviour of Local City Resident

  The purpose of this study is to supply basic marketing Information and establish marketing strategy on local market by analyzing related using behavior of lifestyle type and buying behaviour of local residents. On this viewpoint, we focused on indentifying the lifestyle, shopping behaviour, and media usage pattern. For this research, we surveyed consumers living In Jecheon city and analyzed questionnaires by multivarite statistical analysis. Through empirical analysis, we derived overall lifestyle profiles including demographic traits, media usage, leisure pattern in each lifestyle types and marketing implications.