브랜드 넥타이에 대한 소비자 구매 경향에 관한 연구 : 백화점 중심으로 = (A)study on the brand Neck-tie of consumer purchasing trend

다국어 초록 (Multilingual Abstract)

The purpose of this study was to present the direction for the marketing strategy of the necktie business enterprise. For this purpose, this study attempted to analyze consumers' propensity to purchase brand-name neckties in the internationalization age with a focus on the brands introduced as the type of license brand occupying more than 90% of the Korean department stores. As a result, the following study results were obtained:
First, the recent tendency to wear neckties showed that the age group of less than 24 years and 25 to 35 years wore neckties less than five times a month and the age group of 36-45 years and beyond wore neckties more than 20 times a month. This age group showed the high number of possessed neckties and the high proportion of necktie purchase to an extent that they used neckties much.
It can be found that changes in the number of wearing neckties and the age group of wearing neckties has been clearly occurring as the clothing recently worn in the company has recently been changed into the form of active clothing
Second, it was found that the highest proportion of consumers used "department stores" as the outlet where they bought neckties. As for the reason, the high proportion of consumers responded " because I can compare a diversity of products" at one place. That is, this is because that consumers not only attach importance to their own personality in contemporary society but can choose the necktie well-suited to themselves, of several products, at one place without shopping for necktie products and save their time as the contemporary people busy living a life. The research on their form of purchase showed that the high proportion of consumers bought neckties in accordance with the advice from around them. It is thought that the high proportion of consumers bought neckties at department stores as the place capable of accommodating all of these conditions and universally available to them.
Third, as for the purchase factors of consumers, contemporary people thought of design as the highest priority given to neckties due to economic stability and abundant life when they purchased products, followed by harmony with the suit>color>brand>price>fashion>quality.
Fourth, purchasers showed the tendency to purchase neckties around the department store. They showed that DAKS had the highest brand recognition, followed by PIERRE CARDIN>CHRISTIAN DIOR>NINA RICCI>VALENTINO....... Consumers' preferred brands were shown to be DAKS>PIERRE CARDIN>NINA RICCI>CHRISTIAN DIOR......
The research showed that in terms of the number of possessed neckties, consumers possessed DAKS-brand neckties, followed by PIERRE CARDIN>NINA RICCI>PACO RABANNE.... As seen in the level of brand recognition, preference and possession, Korean people were accustomed to the neckties with the high brand recognition easily available anywhere at the department store and had a preference for th brand-name products.
Fifth, for purchasers' evaluation of necktie products, they thought that brand-name design showing the high brand recognition, preference and possession was fashionable. They made a good evaluation of the quality of brand-name necktie products but thought them to be expensive in terms of price. Consumers think that the brand-name necktie products sold at department store are expensive as they are not private brand but license brand.
Taking this point into consideration, foreign license brand presently occupies more than 90% of the Korean necktie market. At this situation, Korean necktie business enterprises are required to introduce world-class brands to the market by bringing the international-sense designed products into it. For this purpose, they should produce the more complemented necktie products with the development of differentiate concept based on improved technologies, peculiar materials, and the color well reflective of peculiar design, harmony with suit and fashion consumers think importantly in purchasing neckties and add the brand vale to those necktie products.

목차 (Table of Contents)

• 목차
• I. 서론 = 1
• 1. 연구의 목적 = 1
• 2. 연구 범위 및 방법 = 2
• II. 넥타이의 역사적 배경 및 우리나라에 전래 = 3
• 1. 넥타이이의 발생 기원 = 3
• 2. 넥타이의 변천 과정 = 4
• 1) 17세기 = 4
• 2) 18세기 = 5
• 3) 19세기 = 6
• 4) 20세기 = 8
• 3. 한국의 넥타이 전래 = 9
• III. 넥타이 브랜드 = 11
• 1. 국내 백화점 넥타이 현황 = 11
• 1) 브랜드의 유형 = 11
• 2) 한국 라이센스 넥타이 브랜드 현황 = 11
• 2. 넥타이 소비자 현황 = 13
• 1) 넥타이 사용층과 사용빈도 = 13
• 2) 소비자의 넥타이 구매 현황 = 16
• 3) 넥타이 실구매자 = 21
• 4) 넥타이 구매 결정 요인 = 24
• 5) 넥타이 구매처 = 24
• 6) 백화점에서 구매 요인 = 26
• 7) 넥타이의 구매 형태 = 28
• 3. 넥타이 브랜드에 대한 소비자의 성향 = 31
• 1) 인지도 = 31
• 2) 선호도 = 32
• 3) 보유도 = 33
• 4. 넥타이 브랜드에 대한 소비자의 평가 = 34
• 1) 가격 = 34
• 2) 디자인 = 35
• 3) 품질 = 36
• V. 결론 = 37
• 참고문헌 = 39
• ABSTRACT = 41
• 설문지 = 44
• 부록(세계의 디자이너들) = 48