ABSTRACT

The purpose of this study was to analyze the behavior of purchasing shoes and shoes shopping orientations determined by consumer groups in male and female highschool students. Of 299 returned questionnaires 287 were used for the data analysis. As a method, both written reference review and empirical research were made. Data was analyzed by percentage, frequency, mean, ANOVA descriptive statistics, factor analysis and Duncan's multiple range test by means of SPSS. As the result, consumers are classified into four different groups of shoes shopping orientations: pleasure-oriented group pursuing name-brand, utility -oriented group pursuing function, belonging-oriented group pursuing accordance, impulse-oriented group pursuing purchase. Analysis of the characteristics of shoes purchasing and shoes shopping orientations; annual buying amount is 1~2 pair of shoes, price of pair of shoes is 100,000~140,000won, criteria of purchasing is shoes design and preferred shoes types is fashion sneakers by three groups of male shoes shopping orientation. Based on these results, shoe industries targeting highschool students consumers would be more concer -ned about shoes shopping orientation. Therefore, it is suggested that shoes for hight school students market -ing needs strategies of improvement of fashions, functions and new shoe designs.

KEYWORD

Shoe Products, Purchasing Behavior, Consumer Groups in Male and Female High School, Characteristics of Shoes Purchasing, Shoes Shopping Orientations

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