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KOREAN FEMALE ATTITUDE AND PURCHASE DECISION CRITERIA TOWARDS PREMIUM PADDED OUTERS FOR COLD WEATHER
Padded outers (jackets, jumpers or coats) are a popular and “must have” item for cold weather because they provide light weight warmth and good style. This study investigates Korean female’ attitudes and factors on purchase decisions for luxury padding outers by level of involvement. A total of 287 female respondents participated in the survey with data obtained using a random sampling method from on and off line respondents aged20’sto40’sinthe Seoul and Gyeonggi area. The study was based on the Maslow’s Hierarchy of needs and Zaichkowsky’s concept. Respondents were asked to indicate their degree of agreement on a 5 point Likert scaled that measured involvement, attitudes, and decision purchased factors. Factor analysis, cluster analysis, correlation and T test were conducted. A factor analysis on 9 needs/motivation measures about padded outer products indicated two factors of a motivation factor and physiological factor for “expectations to have a more positive outcome”. Involvement related to 10 measures about padded outer products indicated two factors of “personality/desires” and “interest/value”. In addition, two other factors were extracted in attitude measure variables of “positive attitudes” and “negative attitudes” towards premium outers. We realized that “expectations to have a more positive outcome” motivation influenced positive attitudes more than “physiological” motivation about premium padded outers. “Personality” involvement factor correlated highly with “positive” attitude factor towards exclusive padded outers (Pearson r=0.766), while the “interest” involvement factor correlated slightly. We can interpret individuals are very positive towards premium products if someone has expectancy to achieve desirable outcomes and wants to express personality. Clustering from involvement measures based on needs, values and interests were classified into two groups. There was a significant difference in the respondents’ purchase decision factors between two segments based on the levels of involvement (p<0.001). The high product involvement group was brand and country of origin conscious, material conscious, trend sensitive, luxury image seeking, and less padding outer price conscious. The low product involvement group was more color conscious in purchases. The findings imply that different marketing approaches are recommended to target each segment in the outer clothing markets.
