Abstract

The purposes of this study were to analyze the lifestyle of women in their 50's and 60's and to provide the basis for the efficient strategy of silver market by classifying women in their 50's and 60's according to lifestyle types and investigating the effect of consumers' lifestyle and demographic characteristics on consumers' clothing buying motived and information sources. In this study, a self-administered questionnaire was distributed to women in their 50's and 60's. 226 questionnaires of 350 were used in the following analysis. The data were analyzed with the SPSS package. The results of this study were as follows. First, lifestyle were analyzed to find out the underlying factors, and then the subjects were grouped according to factor scores by the cluster analysis. Four lifestyle types were defined. They were the traditional family-oriented, the ostentatious purchase, the economical material-oriented, the active economics-oriented type. Second, a consumer's buying motives and information sources in buying clothing were significantly different depending on the consumer's lifestyle. The ostentatious purchase type attached importance to impulse buying and in diversion in clothing buying motives and display in information sources. The economical material-oriented type tend to buy clothes to purchase economically during bargain sales. The active economics-oriented type attached importance to worn out clothing in buying motives.

Keywords

• lifestyle;
• buying motive;
• information source

• 라이프스타일;
• 구매동기;
• 정보원천;