Abstract

The purposes of this study were 1) to reveal the consumer's brand loyalty on clothing, 2) to identify the relationships between the consumer's clothing brand loyalty and consumer characteristics, product characteristics, and consumer's clothing buying behavior. Subjects were selected from the employed and unemployed housewives living in Taejon. A questionnaire was developed and administered by 316 housewives during Spring in 1992. Data were analysed by frequency, Pearson's correlation coefficient, regression and oneway- ANOVA. The result.; of the study were as follows: 1) The half of subjects had brand loyalty on clothing. 2) The relationships between consumer's clothing brand loyalty and housewives' and her husbands 'educational level and average income of a month were significant. Consumer's clothing brand loyalty and housewives 'age had significantly negative relationship. 3) Consumer's clothing brand loyalty was significantly related to price of clothing. 4) The relationships between consumer's clothing brand loyalty and satisfaction toward brands, and the store patronage behavior were significant. The relationships between consumer's clothing brand loyalty and her prepurchase information search behavior, and the amount of purchasing of clothing were not significant.

Keywords