| Summary: | 碩士 === 輔仁大學 === 織品服裝研究所 === 86 === The sale channels in the children''s dress market have been changing a lot along with society''s fast-moving developments. Among them, there are three major types of competing sale channels in this aggressrive market: department stores, chain stores and small dress shops. The purpose of this study is to assess the differences in consumers'' recogntition toward store images of sale channels in the general market followed by a more spcific study focusing on children''s wear retail outlets. Based on the research results concerning the differences in consumer group recognition of store images related to children''s wear sale channels, suggestions for more effective ways of marketing are discussed.
The research is based on personal interviews and questionnaires extended to parents of elementary school children in the Taipei area. Statistical analysis examines nine major aspects of store images related to department stores, chain stores and small dress shops. Results indicate that interviewees'' recognition toward these sale channels is significantly diverse diverse, except for the"customer" and "services" related aspects. The lattetr show no significant differences between customers'' impression toward department stores and chain stores. However, the degree of customers'' positive impression toward both kinds of stores is higher than toward small dress shops. As regards the other seven aspects, customers'' impression toward department stores score highest, chain stores second, and small dress shops last.
In terms of, the market division, this research furthermore sets the total store image of each of the three sale channels as principal variable against consumer characteristics using CHAID analysis to identify different consumer market segments. Results indicate that the image of department stores may be divided along five consumer market segments, of chain stores along eight, and of small dress shops along two.
The results indicate that the preference of the consumer group that like to purchase children''s wear at department stores is highly related to age and average family monthly income. In other words, ''age'' and ''average family monthly income'' are the meaningful category variables that affect department store customers'' behavicrs in children''s wear shopping. Furthermore, ''age'', ''average spending on children''s wear'' and ''purchasing motives/reasons'' are the meaningful category variables which are decisive to the consumer shopping preference of those who get used to buying children''s wear at chain stores. Finally, in regard to small dress shop consumers, there are no significant differences among category variables.
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