A Study on the Shopping Attitude and the Apparel Purchase Behavior of Korean High-Income Consumers

고소득층 소비자의 쇼핑성향과 의류상품구매행동 특성 - 서울 강남지역 여성들을 중심으로 -

The Purpose of this study were to find out general characteristics of apparel purchase behavior of high-income consumers, and to segment the high-income consumers according to their shopping attitude. One hundred and ninety-five high-income consumers living in Kang-nam area of Seoul were surveyed. and the following results were found : 1) high-income consumers were less conscious of 'price'. and more conscious of'prestige'and'design'compared to the ordinary consumers. (2) and prefer information they gain during store shopping to mass communication information. (3) High-income consumers were more agreed on 'price-conscious shopping attitude' than 'conspicuous' & 'hedonic shopping attitude'. (4) According to shopping attitude, high-income consumers were divided into two different segments. 'conspicuous&hedonic group' and 'reasonable shopping group', and their age, income, and purchase behavior factors were significantly different from each other.