여대생들의 보정속옷 착용실태와 착용만족도

The wearing behaviors and wearing satisfaction of the foundation which female college students wear

The aim of this study is to examin wearing behaviors and wearing satisfaction of the foundation according to the ideal body types and the ones which they really conceive, conducting the survey of 273 female college students. Most of them were apt to want themselves to be slimmer and taller and wish their breasts larger than the body types which they conceived. The meaningful relationship between the degree of obesity, the conceived body shape and the body parts which they wanted to correct was showed. The female college students wore the foundation in order to prevent their flesh from hanging loose and make themselves look more glamorous. When they purchased the foundation, they placed an importance on practicality and correction, but it was shown that their satisfaction was low. The need of the foundation which especially makes the lower body look longer is on the rise and the pressure the wearers feel needs to be improved while wearing it for a long time. First of all, the reason that they want to wear foundation and the body parts which consumers are unsatisfied with and want to correct should be grasped. Based on these, the products which can satisfy the needs of consumers should be developed through the specialized market segmentation, considering the physical and psychological features of the wearers.