유아복(乳兒服) 구매실태(購買實態)에 관(關)한 조사(調査) 연구(硏究)

A Study on the Purchasing Conditions of Infant's Wear

The purpose of this study is to provide for the basic data useful to the effective production and thereby, help them improve their apparel life. For this purpose, 180 Korean mothers who bring up from newborns to fouryear-old babies were sampled to survey their practices of purchasing the infant's wear and positively identify the factors affecting the practices. Data is processed by a computer(SAS) and analyzed by using frequency, percentage, $\chi^2$-test, Duncan's Multiple Range test. The main results of this study are as follows; 1. The mothers tend to gather the information from the items displayed(50.6%) in the stores. The criteria for purchasing considerably depends on the 2. The places of purchasing on which the mothers rely most for infant's wear are department stores(35.2%) and stores nearby their house(28.5%). The frequency of infant's wear depend on the change of season and necessity. 3. It had been disclosed that the brand favored most by the mothers is AGABANG(48.6%). The most influential factors for the popularity of brands are Design(53.1%). The most important reference affecting the mother's choice of infant's wear is size(51.1%) followed by functionality and price(26.7%). After the purchase, mothers are discontent with the high prices of infant's wear. In all, it has been found through this study that the behavior of number in purchasing infant's wear was influenced by many external factors. Therefore, manufacturers and retailers should manufcture and sell products that are of the highest quality. This must be their utmost concern for the satisfaction of their customers.