A Comparative Study On The Purchasing Guidance And Behavior Of Chinese And Korean University Students

China has achieved rapidly economic growth and has been the world largest clothing consumption market.The purpose of this study is to clarify the more specific and peculiar character of Chinese consumer by comparing the clothing purchase behavior and demographic characteristics between Korean and Chinese consumer.In the theoretical study, according to consideration of the notion of clothing shopping orientation and previous study, standards for classifying consumers are set.For empirical study, questionnaire for quantitative research is developed. Questionnaire was distributed to300university students in Seoul and Shanghai.Based on the questionnaire, first, the clothing shopping orientation of Korea and Chinese consumer is revealed and then consumer is classified. Second, clothing purchase behavior and demographic feature among classified groups are analyzed and compared. Third, distribution of consumer group between Korea and China are examined and difference in clothing purchase behavior and demography according to nations within identical consumer group are revealed. Fourth, Chinese consumers’actual purchase condition of Korean clothing product is investigated and Chinese consumers’evaluation of Korean clothing product and source of information for Korean clothing product are explained.As the result, Similarities and differences could be explained after revealing existence of difference in clothing purchase behavior and demography between classified groups according to clothing shopping orientation and existence of difference according to nations within identical group.Based on results of empirical research, this dissertation proposes some marketing strategies for Korean firms whose aimed customers are Chinese consumers.