earticle

영어

The purpose of this study was to analyze the difference of the store attributes importance, such as facilities, atmosphere, and environment of the store, according to the demographic characteristics, the purchasing power, and the purchase frequency of the clothing-product consumers. A questionnaires was administered to clothing-product consumers who live in Daejeon city. The final sample size was 319. The results were as follows: 1) As a result of factor analysis, four factors(Factor 1: the store facility and the purchase convenience, Factor 2: the atmosphere of the store, Factor 3: the subsidiary facilities and display, Factor 4: the convenience of transportation and accessibility) had been identified.2) The importance of facilities, atmosphere, and environment of the store according to the demographic characteristics was varied by the four factors.3) The differences among the groups on the purchasing power shifted in three factors while the difference between groups on the frequency of purchase varied in the all four factors.The findings of this study propose that the importance of facilities, atmosphere, and environment of the store is one of the key factors which should be considered in marketing planning process. It is because the importance of the facilities, atmosphere, and environment of the store is varied by the demographic characteristics, the purchasing power, and the shopping frequency of the clothing-product consumers.