earticle

영어

The purpose of this study is to provide with an evaluation of the domestic outer-wear brand image efficiently according to consumers' perception and emotional factor on its purchasing pattern by applying FCB Grid theory on its. Local consumers who are over twenty in Seoul and Kyoung-Ki with an experience of purchasing outer-wear are selected for this study. 266(88.6%) valid samples are selected excluding faithless, incomplete 34 samples out of 300 survey samples used Nov. 1,2011 through Dec.31,2011. All data collected were analyzed with SPSS WIN Version 15.0 Program for a frequency analysis and FCB Grid model formula was used to analyze its concept. The result obtain from the study process above is this. First, the high-involvement outer-wear brand is K2 and the most ideal outer-wear brand is Blackyak. Second, the involvement and rational is brand KolonSports, high-involvement is brand K2, Blackyak. lastly, low-involvement and emotional is brand NEPA.