Underwear Purchase Behavior and State of Male College Students according to the Level of Interest in Appearance
2018
Lee, Y.J., Kyungsung University, Busan, Republic of Korea
The present study was conducted to provide basic data for the segmentation of the underwear market for male college students in their 20s. This demographic is expected to lead the underwear trend as the main body of consumption and subsequent underwear production. In addition, the data will help establish marketing strategies, and expand the underwear market through research on the purchase behavior and state of college students in their 20s according to the level of interest in their appearance. A questionnaire survey was conducted on 243 male college students living in Busan, in May 2015. The choice of underwear design and brand was influenced by the level of interest in appearance. On the other hand, the level of interest in the appearance of male students were found to have no significant influence on the economic factors of underwear. Therefore, the establishment of marketing strategies through a differentiation of design and brand may be more effective than the price of underwear or economic factors for segmentation of the underwear market according to the interest in appearance. Because the group with a high level of interest in appearance and the group with a low interest in appearance management showed similar purchasing behavior to the design/brand pursuit type and underwear indifferent type, underwear marketing strategies should be established by analyzing the purchase form of underwear according to the level of interest in appearance.
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