Comparison Of Clothing Impulse Buying Behavior Between Chinese And Korean College Students

With the economic development, impulse buying behavior is considered a pervasive phenomenon in modern lifestyles and it has received increasing attention from marketing strategy researchers. Clothing is a producer with strong visibility, and be listed as the products that easily stir impulse buying. Moreover, young people are sensitive to fashion, they are a group with the high impulse buying tendency. Clothing appliers have to know the characters of clothing impulse buying,cultivate high loyalty consumer group,and meet consumers need butter. China and Korea are adjacent, and Chinese traditional culture has something in common with South Korea. Recently, volume of clothing trade between two nations was increase, and Korean clothing wins Chinese young consumer's favor. It's significant to compare clothing impulse buying behavior between Chinese and Korean college students. This study will promote understanding of cultural difference and instruct clothing appliers take multiple marketing strategy.This study takes college students in Suzhou (China) and Jeonju (Korea) as subjects, and investigates their clothing impulse buying behavior by questionnaire. The data statistical methods including descriptive analysis, reliability analysis, factor analysis, k-means cluster analysis, independent-sample T test.In this thesis, firstly, factor analysis was conducted to identify dimensions of clothing impulse buying behavior. Secondly, the subjects were classified according to the result of factor analysis. The subjects were divided into 4 groups named as reasonable group, aimless group, traditional group and emotional group. Reasonable group were emphasize on self-image congruence, purchasing plan. They were rational and well-planned. Aimless group were influenced by consumption situation, such as time and advertisement. Traditional group concerned clothing quality, economical and pragmatic facet, they were easily be affected by friends and salesmen. Their consume behavior were conservative. Emotional group with a strong unplanned buying tendency were put psychogenic needs as the first place. Thirdly, compare the differences in age, gender, education background, monthly allowance and monthly family income among 4 groups. Also, examine the differences over clothing buying behavior such as buying place and clothing brand between two nation college students. Finally, by combining research results with practical experience, a marketing mix including the product, communications, price, distribution and services was put forwards as reference for making marketing strategies.