Journal of the Korean Home Economics Association 2005;43(10):155-165.
성인여성의 체형인식에 따른 의복 선호도 차이에 관한 연구
Clothing Preference Based on the Perceived Body Types
Youn Joo Cho
Dept. of Clothing & Textile, Busan National Univ.
ABSTRACT
The purpose of this study was to analyze difference in clothing preference based on the perceived body types. The objects of this study were to prepare for the establishment of a marketing strategy and alternative plan intended for users operating in a subdivided market, after analyzing the differences in clothing preference based on the perceived body types. The respondents comprised 192 female adults, who were residents in Busan. The questionnaire was composed of three sections: style, textile, and color of clothing. Data were analyzed by frequency, factor analysis, cluster analysis, discriminate analysis, and ANOVA. Cluster analysis was employed to identify groups of respondents based on the five delineated measure items. Based on the findings, three distinct groups were formed: thin, normal, and obese. The result of this study showed statistically significant differences among the three groups in terms of style, textile, and color of clothing, as well as in terms of demographic characteristics. Marketing and management implications for effectively targeting the segments are discussed.
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