부산대학교 도서관

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