بخش های بازار پوشاک زنان کره جنوبی بر اساس ویژگی های فروشگاه

This research explores the aspect of the interface between store and shopper. The following variables were investigated as functions of apparel shopping orientations: (a) store attributes, (b) apparel purchase influences, (c) personal characteristics, and (d) life-style characteristics. A multidimensional approach was used on a sample of 273 female consumers in four urban South Korean markets to test relevant hypotheses. By cluster analysis of store attributes, three shopper groups were identified. Further, results showed these groups to be unique in purchase decision-making characteristics. Implications for penetrating the South Korean apparel market and suggestions for further research are discussed.

As retail concepts and markets become saturated in most industrialized economies, retailers are venturing beyond their home base for new growth opportunities as a means of increasing revenues (Alexander, 1997; Particelli, 1990). Since the early 1990s, government deregulation and general lowering of barriers to doing business have in large part sparked the globalization trends sweeping across the continents (National Retail Federation, 1998; Sternquist, 1998). Yet, expansion into international operations can be fraught with significant risks. One area of challenge relevant to international expansion is market orientation. Developing appropriate shopping formats to meet the needs of local consumers is paramount to success in foreign markets as in domestic operations (Alexander, 1997; Sternquist, 1998). Most retailers now undertake extensive market research before entering a new country (Martin, 1997). On the consumer side, merchandise selection and presentation, store layout, and customer service levels are areas that need to be adapted to individual markets (National Retail Federation, 1998). In this context, truly universal fashion-oriented products are few and far between (DeLong et al., 1998). Apparel marketers of the next millennium must develop a comprehensive and integrated marketing program that can establish a viable position within the competitive global environment (Dickerson, 1995). The most successful apparel retailers will embrace marketing strategy that can customize the merchandise mix at each store location to meet different levels of demand. The cornerstone in establishing such a position is the efficacy of the segmentation process (National Retail Federation, 1998). That is, segments must be selected that are not only profitable, but are based on characteristics that are comprehensive, well understood, and stable (Alexander, 1997; Sternquist, 1998). It is not uncommon for apparel designed in one culture to be marketed and used across cultures (DeLong et al., 1998). A defining characteristic of South Korean culture for the past 30 years has been rapid and pervasive change. This change has been called modernization, sometimes westernization (Jacobs, 1985). Modernization has brought the pursuit of a western ideal to many areas of life in South Korea, one of which is dress (Park et al., 1993). Worldwide, economic development has increased demand for Western Hemisphere products. With some exceptions in more rural areas, South Korean women wear Western-style apparel for everyday wear (Geum and DeLong, 1992). Along with a strong preference for Western-style apparel (DeLong et al., 1998) and as the world's 14th largest economy, South Korea offers potential opportunities to fashion-oriented textile and apparel manufacturers and retailers considering entering into or expanding international ventures (Organisation for Economic Cooperation and Development, 1997). This study explores the aspect of the interface between store and shopper with South Korean female apparel shoppers. The following variables were investigated as functions of shopping orientations: (a) store attributes, (b) apparel purchase criteria (i.e., preference of store type for apparel purchases, money expenditure on apparel products, apparel purchase influences), (c) personal characteristics (i.e., marital status, family income, family size, city of residence, education, and age), and (d) life-style characteristics.

The study focused on a specific product category, women's apparel, among South Korean female shoppers by using store attributes indicative of soft-line retailers. Store attributes served well as a base for segmenting the female shoppers into three groups: Fashion Conscious/Prestige Shopping Orientation (44%); Value Conscious/Quality Shopping Orientation (33%); and Non-conscious/Avoider Shopping Orientation (23%). These three groups differed in importance of store attributes, apparel purchase influences, life-style characteristics, and demographics. See Table 7. Table 7. Groups by store attributes: Shopping profiles and patronage orientations Consumer groups Shopping profiles Patronage orientations Group 1. Fashion Conscious/Prestige Shopping Orientation Consumers are influenced by in-store merchandise displays, up-to-date clothing, and store atmospherics. They expended the highest amount annually on apparel, considered first impression and intrinsic product attributes as important in the purchase decision, were predominantly 26–35 yr old, and characterized themselves as the least venturesome To meet these shoppers’ expectations, retailers might increase patronage through: designer and name-brand fashion-oriented apparel merchandise selections, unique visual presentation of merchandise, fashion promotions and media events, personal selling, and customer service initiatives Group 2. Value Conscious/Quality Shopping Orientation Consumers are influenced by best value for the money, latest merchandise assortments, and product quality. They expended the lowest amount annually on apparel, considered extrinsic product attributes important in the purchase decision, were predominantly 46–57 yr old, and characterized themselves as somewhat venturesome To meet these shoppers’ expectations, retailers might increase patronage through: name-brand and private-label quality-oriented apparel merchandise selections, value-oriented advertising, standardized visual presentation of merchandise, and quality-oriented in-store sales promotions Group 3. Non-conscious/Avoider Shopping Orientation Consumers are not influenced by specific store attributes. They did not consider any particular product attributes important in the purchase decision, were predominantly 46–57 yr old, and characterized themselves as the most venturesome To meet these shoppers’ expectations, retailers might increase patronage through: unique apparel merchandise selections and non-store shopping formats Table options The findings of this study demonstrated that South Korean female shoppers who possess different store attribute preferences were unique in apparel shopping orientations. To meet the needs of female apparel shoppers and gain operational advantage in South Korea, further research is needed to learn more about distinctive characteristics of Korean consumers that could be applied to a variety of store (i.e., private- and chain-owned; department, specialty, and discount stores and franchise operations) as well as non-store retail formats (i.e., home shopping channels, catalog sales, and internet sites) (Cho, 1995; Sohn, 1997). Apparel purchase criteria of female Korean consumers could be expanded to determine how decision-making is impacted when different operational variables are used to group consumers (i.e., store choice and employment) and different statistical methods are employed to analyze data (i.e., logistic regression). This increased understanding of product-person-situation specific antecedents to consumer decision-making would contribute to effective product; development, pricing, positioning, and promotion. In turn, retailers should develop the appropriate marketing strategies in order to be adaptive to the dynamics of a deregulated distribution industry and diverse consumer marketplace. Developing and maintaining a local look and feel in each individual market will require an enormous scope of consumer information. Technology enhances the access to data base capabilities in international markets that once seemed physically out of reach for retailers (Martin, 1997). While technology travels well to foreign-based operations, seizing upon the opportunity to target apparel operations to the unique needs of each individual market creates fertile ground for (a) applied consumer behavior research, (b) assessment of the transference of rating scales and consumer behavior theories empirically tested in the Western culture, and (c) development of standardized instruments to measure marketing-related constructs in the Eastern culture.