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A Factor-cluster Benefit Segmentation of Potential Users on Allotment Garden with Log House  

Lee, Min-Soo (Rural Resource Development Institute, RDA)
Park, Duk-Byeong (Rural Resource Development Institute, RDA)
Chae, Jong-Hyun (Community Development, Seoul National Univ.)
Publication Information
Journal of Korean Society of Rural Planning / v.13, no.2, 2007 , pp. 93-105 More about this Journal
Abstract
Allotment gardens with log house in rural area as a rural growth tool are able to adapt to current market mechanisms by communication and promotion techniques. It is important to know what and how allotment garden's users seek their benefits to market segmentations. The primary purpose of this study was to segment and profile the benefits of allotment garden's potential users so as to provide a better understanding of allotment garden in Korea. A self-administered survey was obtained from 298 allotment gardens users in the study area. Four distinct segments were identified based on the benefits; relaxer(23.7%), educator(21.9%), want-it-all gardener(42.3%), and grower(12.2%), and these were profiled with respect to socio-demographics and civic garden-related features. We suggest that the relaxers are target market of allotment gardens with log house because they have willingly intented to pay a higher rent.
Keywords
Allotment garden; Rural Development; Market Segmentation;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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