1Department of Clothing & Textiles, Jeju National University 2Department of Fashion Design, Seo Kyeong University
Corresponding Author:
Miwoo Nam ,Tel: +82-2-940-7483, Fax: +82-2-919-0345, Email: miwoonam@yahoo.co.kr
Received: August 10, 2010; Revised: August 10, 2010 Accepted: October 11, 2010.
ABSTRACT
The purposes of this study were 1) to divide consumers into segments according to their consumption attitude and subjective knowledge about natural dyed products 2) to develop a profile for each segment with respect to the media types, the preferred media programs, the information sources, the lifestyle activities and the demographics. Data(n = 213) was collected using questionnaires via the internet. By cluster analysis of the consumers' attitude and their subjective knowledge about natural dyed products, four groups were identified 1) the loyal consumption group (20.1%), 2) the conditional/reluctant consumption group(36.6%), 3) the negative/reluctant consumption group(24.2%) and 4) the non purchasers(19.1%). Several characteristics of these four groups were then compared by ANOVA and chi-square statistics. The results indicated that the consumption attitude and subjective knowledge could be the criteria for segmenting the consumers and that the segmented groups had unique consumer characteristics. Implications of this study were discussed.
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