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http://dx.doi.org/10.14479/jkoos.2015.20.4.405

A Study of Market Segmentation of Optical Shop Based on Customer's Values  

Lee, Jung-Kyu (Dept. of Global Tourism Management, Shinhan University)
Cha, Jung-Won (The Faculty of Beauty Health Sciences, Major in Ophthalmic Optics, Shinhan University)
Publication Information
Journal of Korean Ophthalmic Optics Society / v.20, no.4, 2015 , pp. 405-414 More about this Journal
Abstract
Purpose: We analyse characteristics of optical shop customer's segmented market by using clustering analysis, and we expect it would be a useful indicator of marketing strategy for optical shops. Methods: Survey was conducted from March 10 to March 31, 2015. The survey asked customers who have visited optical shops in Seoul and Northern Gyeonggi-do regions, and analyzed by utilizing SPSS v.10.0 statistical package program. The analysing methods are frequency analysis, factor analysis about variable of values, clustering analysis for market segmentation, and crosstabs. Results: The market is segmented based on values. In the process of establishing marketing strategy, it is useful to establish strategy by classifying customers into 3 types of cluster; "middle level value oriented cluster", "high level value oriented cluster", "high level value oriented and non-religious cluster". In marketing strategy of progressive lenses, it turned out that the most important strategy is to target self-employed person in "middle level value oriented cluster". Conclusions: As a result of market segmentation by using clustering analysis, it was classified into 3 types of cluster, and we found that most important customer for progressive lenses is self-employed person in "middle level value oriented cluster" who is more than 41 years old.
Keywords
Values; Clustering analysis; Market segmentation; Optical shop;
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Times Cited By KSCI : 13  (Citation Analysis)
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