침구 쇼핑성향에 따른 한지 침구류 이미지 평가에 관한 연구

Abstract

Abstract This study examines shopping orientation regarding bedclothes and the effect of the segmentation of con-sumers on the image of Hanji yarn bedclothes derived from mulberry fiber in order to contribute to the de-velopment of Hanji bedclothes products and consumer marketing segmentation. Data from 294 question-naires filled out by female consumers in their 30s to 50s were used for statistical analysis. The shoppingorientations for bedclothes are classified into six groups (trend oriented, material oriented, price oriented, con-venience oriented, individuality oriented, and assurance oriented). Consumers were subdivided into fourconsumer segments (show-offish, self-confident, reasonable, and unconcerned case) based on shopping ori-entations for bedclothes. The images of Hanji bedclothes are categorized into four types (classic, practical,aesthetic, and natural) as related to the shopping orientations of consumers. In terms of consumer segmen-tation, the ‘reasonable’ segment is more likely to consider the ‘classic’ image of Hanji bedclothes as thehighest image value; however, the ‘show-offish’ segment provides the highest value to the ‘practical’ imageas compared to other segments.Key words: Hanji-Bedclothes, Shopping orientation, Image, Consumer segmentation; 한지 침구, 쇼핑성향, 이미지, 소비자 세분화