여고생의 주니어복 구매행동에 관한 실증적 고찰

Abstract

衣服이 人間의 行動과 心理에 미치는 影響은 어느 年齡層에서나 重大하지만 특히 靑少年期에는 精神的, 身體的 發達上의 特徵으로 因하여 衣服에 대한 心理的 依存과 重要性을 갖게 된다. 1983年 3月 實施된 校服 自律化 政策 以後 衣類生産業體에서는 주니어 市場 確保를 위한 활발한 움직임이 시도되었으나 예상과는 달리 有名 브랜드 製品이 低調한 市場占有率을 나타내었다. 本 硏究의 目的은 購買行動 및 着衣實態把握과 製品生産實態 分析을 통한 유명 브랜드 製品의 販賣不振要因을 把握하는 데에 있다. 調査對象集團은 人文系 6個校와 實業系 3個校의 女高 2年生 總 495名으로 構成되었으며, 硏究方法은 本 硏究者가 豫備調査를 거쳐 修正 補完하여 作咸한 設問紙를 使用하였다. 設問紙 構成은 衣服購買行動 15問項, 製品購入實態 2問項, 有名 브랜드 製品에 대한 견해 3問項등 總 20問項과 社會經濟的 背景 調査를 위한 6問項으로 構成되었다. 消費者 實態調査는 設問에 應答한 學生을 對象으로 全身 寫眞 촬영을 하였다. 業體 選定은 豫備調査 結果 브랜드 認知率이 높은 7개 브랜드로 하였으며 市販製品을 色彩 寫眞 촬영하여 分析하였다. 硏究結果 나타난 販賣不振 要因은 크게 價格과 디자인으로 대별할 수 있다. 1. 消費者의 購買 希望價格보다 業體製品 販賣價格이 높기 때문인 것으로 나타났다. 2. 選好실루엣은 학생 약 80%가 풍성한 실루엣(Bulk Silhouette)을 選好하였으며, 市販製品은 풍성한 실루엣(Bulk Silhouette) 이 66%로 다소 낮았다. 3. 衣服種類別로 學生들의 選好티셔츠는 둥근 네크라인의 박스(Box)형이 약 71%였으며 市販製品은 44%로 差異를 보였다. 4. 學生의 Y셔츠 選好가 市販製品 比率보다 높아서 약 71%로 나타났다. 5. 진(Jean)의 選好가 높아 약 71%였으며 스트레이트 바지(Straight pants)가 약 70%였다. 反面 市販製品의 진(Jean) 使用率은 15%로 낮았다. 6. 學生들의 選好스커트 디자인은 개더스커트(Gather Skirt)가 51%로 市販製品보다 높았다. 7. 選好 네크라인은 學生들은 V네크라인을, 市販製品은 둥근네크라인(Round N.L.)을 選好하였다. 8. 무늬는 무(無)무늬를 選好하는 경향이 市販製品보다 높았다. 9. 選好色相間에는 뚜렷한 差가 없었으나 學生들이 옅은 빨강(Light Red)系列을 選好하는 경향이 市販製品보다 높았고 청색(Blue)系列과 남색(Purple Blue)系列 選好도 市販製品보다 높았다.;The influence of clothes on human behavior and mentality is important in every age group. Especially, adolescents have high psychological dependence on clothes, because of their mental and physical development. Clothing manufactures got into lively actions after the school uniform's liberation policy in March, 1983. Against our expectation, it proved that noted brand's products form a low market occupancy rate. The purpose of this present study is to understand the dominant course of famous brand product's inactive selling through the analysis of buying behavior, consumer's real dressing and clothes' producting condition. The subject group of investigation is composed of 495 second grade girls who attend 6 girls' high schools and 3 vocational high schools. For this study, the questionaire is used, which is adjusted by preliminary investigation. Questionaire has 20 questions which is composed of 15 questions about clothes' buying behavior, 2 questions about the actual purchasing condition, and 3 questions about opinion of famous brand products. In addition to these questions, 6 questions about socioeconomic background are appended. To grasp the consumers' real dressing aspects, I took the girls' full-length photographs, who answer the questions, 7 brands were choosed through preliminary investigation on the base of high brands recognition. Goods on the market is analysed color photographs. In this study, the major are classified by price and design cause inactive selling is as follows. 1. The price of producers is more expensive than the price of consumer's actual buying. 2. The 80% of the subject group of investigation were more like the bulky silhouele than the ready-made clothes for junior. 3. The 71% of the subject group of investigation were more like the round-neck line of T-shirt than the ready-made clothes for junior 4. The 71% of the subject group of investigation were more like the Y-shirts than the ready-made clothes for junior. 5. The 70% of the subject group of investigation were more like straight pants than the ready-made clothes for junior. 6. The 51% of the subject group of investigation were more like gather skirt than the ready-made clothes for junior. 7. The subject group of investigation were more like V-neck line than round neckline. 8. The subject group of investigation were more like a no pattern on the textile than ready-made clothes for junior. There is no difference between favorable color but light fed color, blue color and purple blue color in the subject group of investigation and ready-made clothes for junior.