Journal of the Korean Home Economics Association 2009;47(6):39-49.
중,고등학생의 대기업과 중소기업 교복에 대한 구매동기, 치수만족도, 수선행동 비교
김덕하, 김국희, 석혜정
Comparative Analysis of Purchasing Motives, Fitting Satisfaction, and Mending Behaviors of School Uniform among Middle and High School Students
Hye-Jung Seok, Kim, Deuk-Ha, Kim, Kug-Hee
Department of Fashion Design, Osan University, Clothing & Textile Major, Kyung Hee University Clothing & Textile Major, Kyung Hee University
ABSTRACT
The purpose of this study were to compare school uniforms made in major and minor companies. Especially, purchasing motives, fitting satisfaction, and mending behaviors of school uniform were compared by middle and high school students. The most evident difference was exhibited in purchasing motive. Brand preference was the most important criterion in purchasing motive from a major company, while good pricing was the most important criterion in purchasing motive from a minor company. Apart from purchasing motive, purchasing behaviors such as fitting satisfaction, mending and mended part of school uniforms were not significantly different in relation to sex, grade, and type of company. These results indicate that major companies should consider lowering their prices and also adopt a high quality strategy for school uniform production. Minor companies need to identify areas of differentiation between themselves and larger companies, and produce niche market products that are for appealing to teenagers with a tendency to orient towards brands instead of quality. Furthermore, mature teenagers as consumers of school uniforms are receptive towards competition for reasonable price.
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