Journal of the Korean Home Economics Association 2003;41(11):21-33.
소비자의 구매행동유형과 상표충성도에 관한 연구
A Study on Consumer's Buying-behaviors Types and Brand Loyalty
김시월, 박배진
건국대학교 소비자ㆍ주거학과
ABSTRACT
According as the importance of brand value has increased, it's so significant that we analysis brand loyalty and buying-behavior types in the side of various consumption. Also, it will make it for us to presuppose consumer's buying-behaviors in modem society. As an analytical result of consumer's buying-behavior type, they were divided into four type; price value consciousness type, sale orientation type, price-quality schema type, convenience type. As a result of cluster analysis and one-way ANOVA on the three type of consumer's buying-behavior : Price-orientation type, high quality orientation, convience orientation. And it was found that there was relation between buying-behavior types and brand loyalty. Specially, it was high positive relationship between high quality orientation and brand loyalty, convience orientation and brand loyalty.
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