한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)

  • 제26권11호
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  • Pages.1605-1614
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  • 2002
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
권호 표지

청바지제품 세분시장 내 가격-품질 평가집단 추출에 관한 연구: 결합분석과 mixture model를 이용하여

Market Segmentation With Price-Dependent Quality Evaluation in Denim Jeans Market ; Based on Conjoin analysis and mixture model

  • 발행 : 2002.11.01
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초록

The purpose of this study was to identify the consumers who use the level of price as the indicator of the product quality. In order to implement the purpose of this study, Jeans market had been segmented by the mixture regression model, and price response function was calibrated for each segment. Based on the types of price response function, segments were allocated into one of two groups; the group using the level of price as the quality indicator or the group not using the level of price as that. Then, characteristics of both groups were compared in terms of product attributes and demographic variables. Data were co]looted from the sample of the 23o undergraduate and graduate students in Seoul. For the data analysis, mixture regression model, conjoint analysis, and t-test were used. As a result, jeans market was divided into 5 segments. Segment 1,2,3 were allocated into the group not using the level of price as the quality indicator while segment 4,5 were done into the other group. Significant differences existed between two groups in product attributes, not in demographic variables. Mixture model and conjoint analysis were proved to be an effective set of tools in market segmentation.

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