| Price Attitude of Apparel Products and Store Choice Behavior According to Vanity Type of College Students |
| Miwoo Nam |
| Department of Fashion Design, Seo Kyeong University |
| Corresponding Author:
Miwoo Nam ,Tel: 82-2-940-7483, Fax: 82-2-940-7539, Email: miwoonam@skuniv.ac.kr |
|
Received: August 2, 2009; Revised: August 6, 2009 Accepted: December 2, 2009. |
|
|
| ABSTRACT |
|
The objectives of this study were 1) to classify survey respondents according to vanity scales, and 2) to identify price attitude among the classified groups. The participants were 276 university students who were residents in Seoul. Data were analyzed by factor analysis, cluster analysis, and one-way ANOVA. The vanity scales consisted of four factors; physical concern, physical view, achievement concern and achievement view. Based on these four factors, the respondents were classified into three clusters(interested, vain, and self-confident) as an attached group name. There were significant differences in the dimensions of materialism, price attitude and store choice behavior among the clusters. Marketing implications are discussed. |
| Keywords:
vanity scale, price attitude, store choice behavior |
|
PDF Links
Full text via DOI
Download Citation 
Supplement 
