Abstract
In the examination of purchasing action on 197 subjects (girl students) and 122 pieces of garments, through the analysis of factors of choice in purchasing garments, the cluster analysis and the percentage examination, the following results were obtained :
1. According to the cluster analysis of factors of choice in purchasing, the 122 pieces of garments, they are devided into six groups characterized by :
1) the design and the price,
2) the finish and the material,
3) the average,
4) brand-orientation,
5) functionalism,
6) anti-brand orientation.
2. According to the cluster analysis conducted to clarify their awareness in choosing garments, 197 subjects can be devided into the following six groups characterized by :
1) the design,
2) unknown (1),
3) the size,
4) functionalism,
5) unknown (2),
6) the price.
3. In purchasing garments, the characteristics of the subject groups have more significant effects as the factors of choice than those of the garment groups.
