분야
doc2. Review of Related Literature with APA format citations
3. Quantitative research report
1) Survey Result on lifestyle, personality, and shopping behaviors
a)Analysis(those who exercise regularly)
① Personal Information
② Lifestyle
③ Personality
④Shopping behaviors
4. Qualitative Research Report
Conclusion:
Appendix 1
Reference
We have conducted this survey to prove our hypothesis: ‘Person who regularly exercises would wear Calvin Klein Jeans’. Since we believe that a person who regularly exercises are highly sensitive to their appearance and have high self-esteem, we want to find out if there is INDEED a linkage between Calvin Klein Jeans and a fit person.
Due to the restrictions of the area, the ‘person’ we have considered are only students from HUFS, and we have done the survey to only seventy students. Moreover, to analyze more about a person, we have divided our survey into four parts: personal information, lifestyle, personality, and shopping behaviors. The main purpose of asking personal information related questions were to divide the sample into ‘target’ and ‘non-target’, and simply collect the basic information of the target. The result is as follows: about 44% of the sample exercise regularly, girls are more into exercise than boys, and those who have boy or girl friend tends to exercise more.
Lifestyle questions were asked to find out the personality of the target. Overall, those who regularly exercise are very active people, goal-oriented achievers and have a strong self-esteem.
By asking shopping behavior questions to target, we have found out the following characteristics. First, they tend to do a lot of research before shopping. Second, once they build a brand loyalty toward a certain brand, they repeatedly shop at the same brand store. And last but important, brand image is the most important factor when they shop.
After gathering the results from the survey, we chose three people from our target sector and conducted an in-dept interview. The interview was held in cafeteria, between Nov. 25 and 26 at 3 O'clock in the afternoon. There were five core questions and follow-up questions asked, mostly to find out the brand personality but also tried to identify the improvements that might be needed to enhance the image of Calvin Klein Jeans. The overall characteristics of Calvin Klein Jeans are premium, sexy, simple and classical.
1) Dongdaemun public library, http://www.dpl.go.kr/
2) Calvin Klein, http://www.calvinkleininc.com/
3) Levi's, http://www.levi.co.kr/
4) National Assembly Library, http://www.nanet.go.kr/main.jsp
5) HUFS library, http://weblib.hufs.ac.kr/
2. Books
1) About style, Younjeong Lee, Kyobo publisher, 2007
2) Fairchild's dictionary of fashion, Calasibetta& Charlotte Mankey, 2006
3) The fashion bible, Haeyoung Lee, 2009
4) Lifestyle ＆ Trend, Jaejung Lee, Yekyoung, 2004
5) LG AD Consumer Behavior analysis : Lifestyle and consumer behavior, LG AD, 2002
3. Thesis
1) Research on premium brands based on psychology, Kyungmi Cho, Seogang University, 2004
2) Research on consumption of clothes, Jeongsang Lim, Dankuk University, 2006
