女大生 旣成服 滿足度에 관한 硏究

Abstract

오늘날 變化하는 마아케팅 環境에 있어서 企業은 販賣競爭에 對處하고 마아케팅 活動의 效率性을 높이기 위하여 消費者 行動 및 態度와 그 變化에 대해 注意를 集中하고 있다. 消費者가 商品購賣를 決定하는 데 直接的인 影響을 주는 態度는 消費者들의 過去 製品을 使用해 본 經驗에 의해 影響을 받는다. 따라서 이러한 購賣後의 評價란 마아케팅 擔當者에 대하여 중요한 것이다. 本 硏究의 目的은 女大生을 對象으로 하여 旣成服 産業의 보다 合理的 마아케팅 活動을 위해 消費者의 價値觀과 社會·經濟的 化位等의 消費者 特性이 消費者의 旣成服 購入時 製品屬成에 미치는 影響을 알아보고 이러한 消費者들의 製品에 대한 期待와 市販되는 旣成服에 대한 製品評價에, 따른 滿足水準을 알아보고자 한다. 硏究方法으로 一舫的 價値觀 檢査는 Allport-Vernon-Lindzey(1960)의 檢査尺度를 使用하였고, 社會階層尺度로서 父母의 敎育程度, 職業, 收入程度, 家內物品所有率을 測定하였으며 旣成服에 대한 滿足度를 測定하기 위해 屬性 重要度와 製品의 履行度를 測定하였다. 調査對象은 344명으로 서울市內 7個大學에서 3個의 專政系列을 區分하여 標集하였다. 資料處理方法은 度數分布(frequency), 平地(mean), 標準傷差(sto-ndard deriation), Pearsonsr, F-ratio, Root MSE, χ^(2)을 算出하여 分析하였다. 本 硏究의 資料分析 結果는 1. 調査對象者의 一般的 價値觀 分布 順位는「宗敎的 價値觀」,「政治的 價値觀」,「審美的 價値觀」,「經濟的 價値觀」,「理論的 價値觀」,「社會的 價値觀」의 順으로 나타났다. 2. 旣成服 屬性 重要度 順位는「디자인」,「色相,무늬」,「사이즈」,「質感」,「바느질 」,「價格」,「洗濯難易度」,「附屬品 」,「流行」,「써어비스」,「商標」의 順으로 나타났으며 a. 屬性 重要度는 價値觀에 따라 差異를 보였다. b. 屬性 重要度는 社會階層에 따라 部分的인 有意度를 보였다. c. 屬性 重要度는 學年, 專攻에 따라 部分的인 有意度를 보였다. 3. 各 業體가 提供하는 旣成服에 대한 分析한 結果, 消費者가 重要시 여기는 基準이 잘 履行되고 있지 못하며 가창 큰 問題點으로「價格」이 指摘되었다. 4. 消費者의 商標別 滿足度를 側定한 결과, J, I, H, B, G, A, C, E, F, D의 順으로 滿足함이 나타났으며, 所有한 商標에 대해 滿足하는 程度가 44.4%로 나타났다. 또한 各 商標에 대한 再購買 意思와 北較해 본 結果 消費者滿足度와 再購買 意思가 서로 關係가 있음을 알았다.;As the marketing situation of these days is changing rapidly, all the enterprises are paying their attention to the consumption behavior, attitude and their change of preference, in order to meet selling ,competition and elevate the efficiency of maketing activity. In deciding to purchase goods, consumers are influenced directly by their past experience of having used goods, and so this sense of preference acquired after purchasing should not be treated Lightly by persons in charge of marketing. The purpose of this study lies in checking on the influence exerted upon the expectation to the ready-made clothes, by both the consumers' value judgement and by consumers' behavorial pattern according to their social and economical status in order to show more rational marketing activity in ready-made clothes industry, and the questionnaires mailed to coed was used as my research method. The purpose of the thesis lies in the identifying the expectation of comsumers to the products and their contentment level according to product-evaluation ofready-made clothese on the market. For the test of general value judgement, only 30 questions in part I of Allport-Vernon-Lindzey (1960)'s test measurements were used, and for the measurement of social and economic status of a home, parents education level, occupation, income and possession-rate of goods in home were measured, and for the measurement of consumers attitude toward ready-made clothes, the degree of importance of goods and the performance degree of products were measured. For the research, 344 coeds from 7 different colleges in Seoul were made into 3 groups according to their major field of study and their academic status for sampling. The result of analysis of the data is as follows : 1. The respondents to the questionnaire answered their Criteria for the general value judgement as teh following order. Religious Value, Political Value, Aesthetic Value, Economic Value, Social Value. 2. The respondents to the questionnaire answerd their criteria for the judgement of importance in the ready-made clothes as the following order; design, color and size, texture, sewing, price, management, parts, fashion, service, and trade-mark. a. As to the importance of the inherent nature of ready-made clothes the respondent's opinions were diversified according to the difference of their value judgement. b. As to the importance of the inherent nature of ready-made clothes the respondent's opnions were different depending on their social status in the degree of recognition of importance. c. As to the importance of the inherent nature of ready-made clothes the respondent's opinions were also different depending on their academic status and major in the degree of recognition of importance. 3. My analysis of performance of after-service done by the readymade clothes makers shows that the consumers of the ready-made clothes are not contented with their after-service and that the consumers are not happy with the highly-priced clothes. 4. The analysis of the degree of contentment of consumers based on each brand of ready-made clothes showed the order of salisfaction as follows ; J,I,H,B,G,A,C,E,F,D. The degree of satisfaction to the clothes labeled with maker's brand that they wear showed only 44.4%. The sonsumer's intention to make future purchasement of the clothes of same brand has been found to be equivalent to the degree of their satisfaction.