중ㆍ고등학생의 유명의류상표 제품에 대한 선호도 및 구매행동에 관한 조사연구

A research on the famous clothing brand preferences and purchasing behavior of the junior high and high school students

The purpose of this study is how famous brand influence to the clothes purchasing behavior of the junior high and high school students, to inquire out the relationships among their clothing life, famous clothes brand preferences, famous clothes brand acknowledgement, clothes item’s trend, purchasing price, purchasing reason and to assist the junior high and high school students, for a rational clothing life. For the accurate data, questionnaires were distributed to the 486 present middle and high school students in Nonsan and Daejeon. The obtained data were verified by frequency, percentage, t-test, T-test. The conclusion of this study are as follows : 1. The five questions that asked the recognition of the junior high and high school students clothes brand were prepared. It was classified that「very much interest」and「very interest」are the attachment group of famous brand,「normal」are the interest group of famous brand,「little interest」and「a little interest」are the unconcern group of famous brand. There are significant differences among a great interest in famous brand, purchasing power, purchasing reason, not purchasing reason, recognition, the matter of famous clothes brand preferences, sex, area, each school and class. 2. The trend of famous brand in clothing item prefers famous brand like Nike, Adidas, Fila, Jambangee, Eland, Maru etc. There are significant differences among sex, area, each school and class. 3. The most important purchasing reason of famous brand in clothing item is the item’s design and color. There are significant differences among sex, area, each school and class. 4. The purchasing price of famous brand in clothing item is generally between thirty thousand won and fifty thousand won. There are significant differences among sex, area, each school and class. 5. When the youths purchase the item of famous clothing brand, they mainly get some information from the window display, and the regulation standard for famous brand is TV advertising brand and magazine advertising brand. The conclusion of this study as mentioned above showed that the interest and preferences of famous clothing brand influence the clothes purchasing behavior of the junior high and high school students.