A Study on Bedding Purchasing Behaviors according to Consumption Value of Adult Female Consumers - Focused on Married Women in their 30s∼60s -

Abstract

The purposes of this study were to investigate consumption value and bedding purchasing behaviors of married women in their 30s∼60s, and to figure out the differences of bedding purchasing behaviors among consumer groups segmented by consumer value. The subjects were 623 married women and research method was survey. The data were analyzed by descriptive statistics, cross tab analysis, multiple response analysis, factor analysis, cluster analysis, ANOVA, and Duncan’s multiple range test, using SPSS program. The results were as follows. First, five factors(social value, epistemic value, functional value, emotional value, and conditional value) were emerged on consumption value. Second, subjects were divided into 3 groups(high consumption value group, middle consumption value group, and low consumption value group) by consumption value variable. Third, these consumer groups showed many differences on bedding purchasing behaviors. The high consumption value group considered interior change, hygiene issues as the main purchasing motivation, and functionality and aesthetics as important selection criteria rather than the other two groups. This group used store display and TV as purchasing information sources, bedding specialty stores and department stores as the main purchasing place, and used a lot of money to purchase bedding than the other groups. On the other hand, the low-consumption value group considered physical damage to existing bedding as the major purchasing motivation, and practicality and manageability as important selection criteria. than the other groups. In addition, this group used past purchasing experience as an information source, and discount store as an important purchasing place, and used less money to purchase bedding than the other groups. This results concluded that consumption value is an useful variable to understand female consumers’ bedding purchasing behavior and to segment female consumer market effectively.