청주지역 대학생의 패션 명품에 대한 의식 및 구매 태도

Recognition and Purchasing Attitude toward Fashion Luxury Brand by University Students in Cheongju

  The purpose of this study was to investigation fashion luxury brand purchasing behavior and recognition among university students. 269 students living in Cheongju were surveyed for this study. For data analysis, descriptive statistics, factor analysis, factor analysis, ANOVA, and regression were used for this study. The results showed significant differences in recognition and purchasing attitude for luxury products according to age, grade, major, monthly porket money. They took a serious view of materials, design, prices, degree of recognition for luxury products by purchasing. They prefer to Calvin Kline, Gucci, DKNY, Louis Vuitton and Burburry products. Generally, the preference toward the luxury brand were associated with its degree of recognition. Based on these results, fashion marketing strategies would be suggested.