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캐주얼제품 구매행동에 관한 실증적 연구 : 청주시 여자대학생을 중심으로
최현직 청주대학교 산업경영대학원 1990 국내석사
There are been a lot of studies on factors which influences consumer behavior in they marketing field, and a lot of researchers have suggested results variables which can explain and predict consumer behavior through their models. Consumer behavior is a process and purchase is only one stage that process. There are many underlying influences, ranging from internal motivations and attitudes to social influences of various kinds. To understand the meaning of consumer behavior better we whould carefully examine who and what are involved. In any buying activity there are at least three potential forces on the buying side of the transaction : buyers, influencers, and consumers. The buyer makes the purchase, while the consumer uses the service or product purchased. Influences are not directly involved in buying or using the product but knowingly or unknowingly affect the decision of the buyer. When consumer buyes a product or choose brand he or she will decide how, when, where, why the brand he will choose. Therefore, marketing behaviors are designed in terms of the circumstances which he or whe face. The purpose of this study is to reveal factors which affect buying behavior with special reference to theories about goods buying behavior. To achive this abjective, this writer analyzed factors which affect coed's casual goods buying behavior, The results are as follows ; It is revealed that commercial advertisement greatly influenced on their buying behavior and formal education level affected types of buying information sources. Monthly expenditure had effect on their brand choice behavior. Types of hobby affected factors which influenced buying behavior. Housing tenures also influenced information source. Therefore, marketing stratiges toward consumer which reflect students socioeconomic and demographic characteristics(class year, monthly expenditure, housing tenure, and hobby etc) which influence their buying behavior.
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