A Study on Innovators in Korean Market

This paper investigates the lifestyles in Korean market. We will classify the groups using cluster analysis, and exploit the characteristics of innovators. These groups can be verified by multiple comparisons. This research is accomplished by sample survey between June 92003 and June 27 2003. Korean market for innovation can be classified into four groups such as innovators, early adopters, late majority, and laggards, which are similar to Rodger's classification. The ratios of four groups are 11%, 24.4%, 48.9%, 15.7% respectively. innovators, and late majority are heavy groups in that early adopter group is omitted on the contrary. Whereas innovators have a tendency to adopt the innovation quickly, rest groups have resistance for innovations and adopt slowly. The brief demographic characteristics of innovators are that the ratio of students is 44.44%, the ratio of single is 69.44%, the age between 15 and 25 is 56.95%, and the salary is relatively low compared with other cluster. The summary of lifestyle of innovators is that they are active, want to do worldwide business, want to have good relationship with high society, want to know the information of innovations, etc.