Abstract
Abstract : The purpose of this study was to observe premium handbag users who are 20 to 30 year old of age, to deter-mine purchase behavior and design preference of handbags by lifestyle and age variable to help market segmentation. Asurvey instrument was used. A sample was selected by quota sampling method from 20 to 30 aged Korean women, andreliable 538 data were analyzed by SPSS. Cluster type towards lifestyle and age were independent variable. There aretwo types of lifestyle clusters toward luxury handbags; Strongly favored and weakly favored group toward luxury hand-bags. Strongly favored group of luxury goods considered more brand, country of origin, and trend, while young people con-sidered more new arrival of design in purchase of products. Preferred design type of hand bag was statistically associatedwith age variable. 20s consumers preferred shopper bag style and big size of handbags. Leather was preferred by thegroup of the strongly favored luxury goods. Through this research finding, we hope handbag brand market segmentation willbe based on lifestyle and age variable to reflect customer's demand.Key words:luxury handbag, lifestyle, purchase behavior, design preference
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