Benefit Segmentation of the Korean Female Apparel Market: Importance of Store Attributes

Abstract

This study identified segments of Korean consumers of female apparel and determined the relative importance of various store attributes. Six hundred and nineteen married women aged 20 to 59, from Seoul completed questionnaires regarding (a) benefits they sought from apparel, (b) importance of attributes of stores selling apparel and (c) personal demographics. Data were reduced using factor analysis, categorized using cluster analysis and analyzed using ϰ 2 tests, t-tests and ANOVAs. Three segments of Korean female consumers were identified: brand-oriented (33.2%), budget-oriented (40.4%) and fashion-oriented (26.4%). Interactions between segment and education were significant for the importance of three store attributes: price/variety, discount policy and customer service/convenience. Significant differences among the three segments were also found in importance of information sources/promotion and apparel style.