국내 MZ 세대 여성의 브래지어 착용실태와 만족도

초록

The current bra market and the purchasing behavior of women of the MZ generation in Korea are reviewedin this study. Therefore, basic data for bra product planning for women of the MZ generation are presented by inves-tigating the wearing status and satisfaction. Through online surveys, 272 questionnaires were obtained and were analyzedthrough frequency analysis, cross-analysis, t-test, and variance analysis. Generation M and Generation Z share digital cul-ture, but, due to age differences, they are compared by generation. There was, however, little significant differencebetween these groups. In addition, there was no significant difference between groups when factoring for the time ofwearing, place of purchase, and material of bras. However, there were big differences between groups depending onwhether bras had wires, lace, and their size, especially in body correction items. According to the results, it is pointlessto target each generation when making a bra. Also, the young generation consumers are more interested in functionalitythan in the design compared to 10 years ago. It will improve consumer satisfaction if two different types of bras are pro-duced; one that corrects the body and one that fits well even if the body is less corrected.

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