KOREASCHOLAR

The purpose of this study was first, to clarify the clothing benefits that Uzbek female college students seek through clothing products; and second, to determine whether there is a difference in clothing involvement and clothing purchasing behavior according to the type of clothing benefits. Data were collected from 290 female university students from Tashkent, Uzbekistan, and analyzed using factor analysis, K-means group classification analysis, ANOVA, Duncan test, χ2-test, and frequency analysis. Respondents were classified into four types according to their clothing benefits: individuality/economy-pursuit, comfort-pursuit, fashion/brand-pursuit, and indifference. Significant differences were identified in terms of clothing involvement, information sources, clothing evaluation criteria, clothing store attributes, clothing wearing conditions (including monthly clothing expenses), number of purchases per year, clothing purchase location, clothing preference style, and clothing dissatisfaction. The fashion/brand-pursuit and personality/economy-pursuit types were influenced more by fashion and symbolism of clothing involvement, information sources, clothing evaluation criteria, and clothing store attributes. The individuality/economy-pursuit type purchased more frequently, spent more monthly clothing expenses, and used the internet. Clothing store attributes were considered more important by female students than the other attributes. In these results, clothing benefits were identified as consumer characteristics of female Uzbek college students and market segmentation was determined. In addition, it is meaningful in providing basic data for efficient marketing activities and minimizing trials and errors in establishing local-friendly strategies for target customers in different cultures.

Abstract
I. Introduction
Ⅱ. Background
    1. Clothing pursuit benefits and market segmentation
    2. Characteristics of consumers related to clothing pursuit  benefits
Ⅲ. Methods
    1. Research question
    2. Measurement
    3. Sample and data collection procedures
Ⅳ. Results and Discussion
    1. Participant characteristics
    2. Factor analysis on variables and K-means cluster analysis
    3. Differences in clothing involvement according to the types of clothing pursuit benefits
    4. Characteristics of clothing purchase behavior according to the type of clothing pursuit benefit
Ⅴ. Conclusion
References

• Parpikhodjaeva Nargiza(순천대학교 패션디자인학과)
• Okhee Lee(순천대학교 패션디자인학과) | 이옥희 Corresponding author