의류 치수 조견표 개선에 관한 연구

Abstract

정부는 2007년 7월부터 기존 비 법정계량단위 사용을 금지하고 법정계량단위로 통일하여 사용토록 하였다(디지털타임즈, 2007). 의류 치수도 기존 사용되던 인치 단위를 센티미터 단위로 통일되었다. 그러나 소비자들은 기존의 인치단위에 익숙해있어서 의류 구입 시 조견표를 직접 참고하거나 직원에서 문의를 하는 등 많은 혼란이 발생하고 있다. 특히, 판매직원에 접근이 항상 용이한 백화점과는 달리, 대형마트에서는 의류매장 전문 직원 상주가 어려워 소비자의 문의에 신속한 대응이 힘들다. 이런 상황은 소비자의 구매 포기로 이어져 바로 매출에 영향을 미칠 수 있다. 또한, 현재 인치와 센티미터를 비교해 볼 수 있는 조견표가 제시되고는 있지만(L마트 기준), 소비자가 쉽게 찾아보기 어렵다. 따라서 소비자가 원하는 치수를 조견표를 통해서 쉽게 찾아볼 수 있도록 개선된 방식으로 제공한다면 소비자 불편 감소, 만족도 상승 및 직원 인건비 부담 감소 등의 효과를 볼 수 있을 것이다. 본 연구에서는 기존의 조견표를 개선한 3가지 방안을 개발하였다. 그리고 이들에 대한 소비자의 선호도 및 인지도 조사를 통하여 가장 좋은 방안을 선정하였다. 이를 이용한다면 이상의 단점을 극복하여 매출 상승의 효과를 가져 올 것이다.

Since July 2007, the government has banned the use of the existing non-legal measurement units, and has forced us to use the unified legal measurement(Digital Times, 2007). Therefore, the existing clothing size unit also has been changed into centimeter dimensions from inches. However, consumers have been familiar to used to the traditional inches unit. So they have the confusion to directly survey the size table sign for clothing or to contact the employee when purchasing clothing. Specifically, unlike the department store where is always easy to access to the staff, the staffs of large-discount mart are difficult to stay always near the clothing corners. Therefore they are difficult to respond quickly to customer inquiries. This situation can force customers to give up the purchasing action, and it can have an impact on sales volume directly. Moreover, by the current size table sign the customers can compare the inches unit and centimeters unit, but they are difficult to see it (A Mart base). Therefore, if the size table sign improved by the way that can be easy to be found and seen by consumers is given to the clothing corners, the large-discount mart has the advantages of decreasing customers' dissatisfaction, increasing satisfaction and falling labor costs, and so on. In this research, three improved size table sign for sign are developed. And they are evaluated by the consumers in terms of preferences and awareness of them. Eventually, the best size table sign is selected. First, for the preference survey on alternatives, the simple comparison rating questionnaire has three questions and the criteria comparison also has three questions. Three alternatives were compared each other in this way. The results were calculated by AHP method. And the second question asked respondents for demographic information. The respondents were divided into mart employees, customers, and general public. The survey results suggested that the simple comparison and the criteria comparison have no difference. In other words, the staff selected the alternative 3 as the most preferred one. Mart customers and the public preferred to the alternative 2. From this result, if the large-discount mart use the size table sign like alternative 2 preferred by customers and the general public on behalf of the current size table sign, the problems of existing size table sign will overcome and improve customer satisfaction. Ultimately Mart sales will lead to expansion. As further study, we need to find the improved size table sing by surveying the preference on more than 3 alternatives or on other alternative which is combined by alternative 2 and 3. we can use the other standards of relative evaluation like color, font, etc.