중년 여성의 니트웨어 구매 시 선호 이미지와 선호 디자인에 관한 연구

Recently, the knitwears industry has faced increasingly competitive markets at the global level and increased specificity on consumer demand. Therefore it has been required to be more customer oriented. The purpose of this study is to analyze the preferred image and the preferred design of women's knitwears of the middle-aged women who purchase knitwears. 250 questionnaires were distributed and a total of 214 usable data were coded for further statistical analysis including descriptive statistics(frequency, crosstabs, factor analysis) by using SPSS/WIN 12.0 program. The result of the study was as follows: First, the preferred image type was elegant image, conservative image, individuality image type. Second, the knitwears purchasing motive of preferred design was braid details, wool materials, achromatic color, and pastel tone(beige color). Third, preferred recognize the relationship between preferred image of a middle-aged woman and knitwear design elements showed the results as follows. There was no difference among the preferred detail, the preferred material, the preferred color, and the preferred pattern. The only element that showed a significant difference between the preferred image and the preferred design element was th tone.