Cross-cultural consumer values, needs and purchase behavior

This study examined the relationship of consumer values, needs and purchase behavior in two Asian consumer markets, China and South Korea. Between self-directed values and social affiliation values, self-directed values were the underlying determinant of needs to be satisfied by apparel products. Among the three types of needs identified to be satisfied through apparel (i.e. experiential, social and functional needs), experiential needs were the most important needs that influenced apparel purchases of female consumers in both Asian markets. Consumers in both country markets exhibited brand loyal behavior in apparel purchases, fulfilling all three needs. However, actualization patterns of each need through brand loyal behavior differed between the two consumer samples. While for brand-loyal Chinese consumers experiential image was the most important aspect of the branded apparel appeal to female consumers, social image with performance quality assurance was a more important feature of the branded apparel appeal to consumers in Korea. Implications for brand image management for international markets were discussed

Expenditure patterns of divorced single-mother families and two-parent families in South Korea

This study examines differences in expenditure patterns between divorced single-mother families and two-parent families in South Korea. Data were obtained from 353 families living in Seoul: 51 divorced single-mother families and 302 two-parent families. Expenditure patterns are considered as the budget share of each given expenditure in addition to the elasticities of those expenditures. The budget shares for food consumed at home, shelter, and education of divorced single-mother families are substantially higher than those of two-parent families. Income elasticities of expenditures of divorced single-mother families for education and for apparel and shoes are more elastic than for two-parent families, while food eaten at home and entertainment are less elastic. The results of this study indicate that there are significant differences in the patterns of consumption expenditures between divorced single-mother families and two-parent families. © 1997 Human Sciences Press, Inc