Comparative Research Between Value And Garment Consumption Of Chinese And Korean University Students

In recent years, the volume of business between China and South Korea is increasing, especially since China's accession to WTO in 2001, the Chinese market became fully open, While Korean companies regard china as "second domestic market" and conduct a variety of economic and cultural activities frequently. Meanwhile, with the social development, college student become the dominant consumer group no matter in rag trade or other industries. However, because of the cultural and institutional differences between China and Korea, consumer attitudes and behavior of the college students in the two countries has a great difference. However, research about the comparison among value, consumer psychology and garment consumption in different countries' college students is lacking. So this paper chooses the Korean and Chinese college students as object of study, and compares different values and garment consumptions using empirical methods. This paper analyses this in the background of the two countries' different culture and students' different growth environment. At last, the author wants to offer reference and basis of marketing strategy for garment companies through research findings.This paper takes college students of Korea and China as starting point, uses theoretical research and empirical research methods and then compares the college students' value, garment consumption and their relationship of the two countries. At first, this paper definite and interpret Chinese colleges students and Korean college students' value and consumer behavior using document study. And then this paper summary the theories about college studnets' consumer psychology, consumer behavior, value and garment consumption generating by Chinese and foreign researchers. On this basis, this paper puts forward a compare model about Chinese and Korean college students' value and garment consumption.In addition, this paper using questionnaire survey. And then this paper gets four categories about Chinese and Korean college students' value by using factor analysis, that is displaying personality, self-display, frugality, and pursuit of fashion. Meanwhile, this paper finds out the different garment consumption and critical value between Chinese and Korean college students by using ANOVA. What's more, this paper finds out and compares the critical value which influences the two countries' college student garment consumption.Finally, this paper takes the two countries' college students as variable, and classifies the two countries' college students to four segment markets that is rational purchase type, careful purchase type, personality type and enjoy purchase type by using cluster analysis basing on garment market segmentation theory. What's more, this paper research the characteristic of the four segment markets. On these basis, this paper puts forward marketing strategy according to Chinese and Korean college students' garment consumption characteristic for the global companies to consult.