• Journal of the Korea Convergence Society
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• v.9 no.9
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• pp.371-378
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• 2018

The purpose of this study is to classify the customers according to the characteristics of the relational benefits and to compare the performances of the sub-groups. As a result of the research, the group type according to the relational benefits was subdivided into 3 groups, and each group was named emotional relational group, continuous relational group and intermittent relational group considering customer characteristics. First, the emotional relational group is the group that emphasizes the empathy and assurance between the service provider and the customer, and the continuous relational group is the group with the highest social, confidence and economic benefits. The intermittent relational group was simply a transaction-oriented group. This implies that a differentiated customer management strategy is needed for each relational benefit group based on customer experience in medical services.

• Culinary science and hospitality research
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• v.16 no.1
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• pp.254-268
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• 2010

The purpose of this study is to determine the relative importance of restaurant attributes, preference in choosing a restaurant and to find out differences between segments. The web survey was conducted among 400 customers(aged from 20~39 years old) who lived in Seoul and Kyunggi, Incheon Province, from the period of August 23 to September 4, 2009. The statistical data analyses were performed using SPSS/WIN 12.0 for the conjoint analysis. The main results of this study were as follows : according to the analysis on the attributes and the levels of restaurants, the relative importance of restaurant attributes was assessed in taste (43.46%), price(27.62%), restaurant type(18.49%) and atmosphere(10.44%). Differences were found among three segments by the cluster analysis. Relative importance of restaurant attributes was assessed in price (45.96%), restaurant type(40.00%), taste(11.93%) and atmosphere(2.11%) in segment 1, taste(50.93%), price (33.37%), restaurant type(10.75%) and atmosphere(4.95%) in segment 2 and taste(56.24%), restaurant type (22.60%), price(14.06%) and atmosphere(7.10%) in segment 3. The results of the conjoint analysis indicated that customers preferred a restaurant with 'tasty food & various menu items', 'food priced 10,000~20,000 won', 'calm atmosphere' and 'the type of family restaurant'. The customers in segment 1 preferred a restaurant with 'not tasty food & simple menu', 'food priced more than 20,000 won', 'calm atmosphere' and 'the type of fine-dining restaurant'. The customers in segments 2 preferred a restaurant with 'tasty food & various menu items', 'food priced less than 10,000 won', 'exciting atmosphere' and 'the type of fine-dining restaurant' and the customers in segments 3 preferred a restaurant with 'tasty food & various menu items', 'food priced 10,000~20,000 won', 'calm atmosphere' and 'the type of family restaurant'.

• The Journal of the Korea Contents Association
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• v.11 no.10
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• pp.416-424
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• 2011

This study aimed to look into the Korean food consumption behavior, satisfaction, and loyalty between segmented groups through Korean food market segmentation in accordance with brand personality. A survey was conducted to the Japanese residing in Korea and also Japanese tourists in Korea. For the statistic analysis, frequency analysis, factor analysis, anova, $x^2$ and cluster analysis were conducted with Hangul SPSSWIN 19.0. The results of an empirical analysis include the following. First, the brand personality of Korean food was deduced into the following five levels: sincerity, ruggedness, competence, sophistication, and excitement. As a result of stereotyping based on the above, it was classified into three groups involving an excitement pursuing group (18.7%), a sophistication pursuing group (59.7%), and a competence sincerity pursuing group (21.6%). Second, it was found that there was a significant difference in the demographic characteristics and Korean food consumption behavior between segmented groups. Third, there was a significant difference also in satisfaction with and loyalty to Korean food between segmented groups. Specifically, competence and sincerity pursuing groups were discovered to exhibit the highest satisfaction and loyalty when compared with any other of the groups. Accordingly, it would be necessary to conduct a Korean food marketing strategy appropriate for each segmented group.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.20 no.1
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• pp.185-192
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• 2016

The purpose of this study is to compare smartphone addiction tendencies among the subdivided groups of undergraduates according to their lifestyle characteristics integratively. The results of positive analysis are as follows: first, undergraduates' lifestyles were drawn as six factors: the 'economic oriented type', 'aggressive activist type', 'fashion pursuing type', 'self-confident type', 'materialistically oriented type', and 'free will pursuing type'. Second, according to the result of dividing the groups based on the six factors, they were classified into the 'fashion pursing group', 'self-confident group', and 'aggressive, self-confident, and materialistically oriented group'. Third, each of the subdivided groups showed significant difference in smartphone addiction. Generally, the 'fashion pursuing group' indicated higher smartphone addiction tendencies than the other group. The findings of this study can provide fundamental and useful information to solve problems related to smartphone addiction resulted from excessive use of smartphones and causing a lot of troubles socially and also in health.

• Journal of Digital Convergence
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• v.20 no.4
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• pp.159-168
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• 2022

This study was conducted to classify segmental group based on the factors of foodservice motivation and then conducted a survey for one month from July 15 to August 14, 2021 to analyze the influence of demographic characteristics, usage behavior, and motivation on eating out choice behavior. A total of 310 copies were used for empirical analysis. The result is as follows. First, males showed higher task type than females, and females showed higher number of change type, gastronomic type, and fit type. Second, in demographic characteristics, all groups showed strong motivation for foodservice in married people aged 31-40 and 41-50. Third, in the restaurant selecting behavior difference between the segmental groups according to the motivation for foodservice the most preferred menu was korean food for fit type, gourmet type, duty type and western food was the highest in the change type. Fourth, in the ordering method of difference in restaurant selecting behavior among segmental groups, all four groups showed higher order type than unlimited type or buffets type. The limitations of this study are limited to the food field and analysis should be done, but the results of the study on specific food items have not been obtained. Therefore, it is hoped that the future research will be conducted by designating specific food fields.

• Journal of Global Scholars of Marketing Science
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• v.16 no.2
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• pp.77-94
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• 2006

The purpose of this study was to identify the consumers who use the level of price as the indicator of the product quality and calibrate the price response function with price-dependent quality evaluation. In order to implement the purpose of this study, Home theater market in China had been segmented by the mixture regression model, and price response function was calibrated at segment level. 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.

• Korea Science and Art Forum
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• v.37 no.2
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• pp.205-217
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• 2019

This study began with the focusing the growth of importance of cultural marketing and its successes by applying to branding in a phase in which the cultural production era has arrived after the industrial production era. This study aimed to reveal the effect of cultural marketing, which are used as marketing strategy in the tourism field, on brand attitude and awareness. Therefore, this study tried to investigate the brand equity and attitude in accordance with the cultural marketing factors by survey Chinese tourists visiting Korea. The result and contents of the study are as follows. First, it was confirmed that the research question on the possibility of market segmentation in accordance with cultural marketing factors; the market segments were classified as Cluster 1 general involvement perceived group, Cluster 2 high involvement perceived group, Cluster3 middle involvement perceived group. Second, it revealed significant differences on brand attitude among the segments; Cluster 2 showed high brand attitude and Cluster 3 showed average level on brand attitude. Third, it found a statistically significant differences in the perception of brand equity including perceived quality, brand awareness and brand image of tourism destination. In conclusion, this study was able to identify market segments in accordance with cultural marketing factors of tourism destination and revealed significant differences in the segments by brand attitude and brand equity. This could provide practical implication that various cultural marketing activities to generate positive results on brand equity and brand attitude and cultural marketing strategies is also needed to increase foreign tourists' awareness of these cultural marketing activities.

• Journal of Distribution Science
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• v.9 no.4
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• pp.5-13
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• 2011

This study provides analysis of the effectiveness of domestic marketing strategies of the Korean coffee shop "Caffe Bene". It bases its evaluation on statistical outputs of 'choice attributes,' "market segmentation," demographic characteristics," and "satisfaction differences." The results are summarized in four points. First, five choice attributes were extracted from factor analysis: price, atmosphere, comfort, taste, and location; these are related to coffee shop selection behavior. Based on these five factors, cluster analysis was conducted, with statistical results classifying customers into three major groups: atmosphere oriented; comfort oriented; and taste oriented. Second, discriminant analysis tested cluster analysis and showed two discriminant functions: location and atmosphere. Third, cross-tabulation analysis based on demographic characteristics showed distinctive demographic characteristics within the three groups. Atmosphere oriented group, early-20s, as women of all ages was found to be 'walking down the street 'and 'through acquaintances' in many cases, as the cognitive path, and mostly found the store through 'outdoor advertising', and 'introduction'. Comfort oriented group was mainly women who are students in their early twenties or professionals, and appeared as a group to be very loyal because of high recommendation to other customers compared to other groups. Taste oriented group, unlike the other group, was mainly late-20s' college graduates, and was confirmed, as low loyalty, with lower recommendation activity. Fourth, to analyze satisfaction differences, one-way ANOVA was conducted. It shows that groups which show high satisfaction in the five main factors also show high menu satisfaction and high overall satisfaction. This results show that segmented marketing strategies are necessary because customers are considering price, atmosphere, comfort, taste, location when they choose coffee shop and demographics show different attributes based on segmented groups. For example, atmosphere oriented group is satisfied with shop interior and comfort while dissatisfied with price because most of the customers in this group are early 20s and do not have great financial capability. Thus, price discounting marketing strategies based on individual situations through CRM system is critical. Comfort oriented group shows high satisfaction level about location and shop comfort. Also, in this group, there are many early 20s female customers, students, and self-employed people. This group customers show high word of mouth tendency, hence providing positive brand image to the customers would be important. In case of taste oriented group, while the scores of taste and location are high, word of mouth score is low. This group is mainly composed of educated and professional many late 20s customers, therefore, menu differentiation, increasing quality of coffee taste and price discrimination is critical to increase customers' satisfaction. However, it is hard to generalize the results of study to other coffee shop brand, because this study have researched only one domestic coffee shop, Caffe Bene. Thus if future study expand the scope of locations, brands, and occupations, the results of the study would provide more generalizable results. Finally, research of customer satisfactions of menu, trust, loyalty, and switching cost would be critical in the future study.

• The Journal of the Korea Contents Association
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• v.17 no.3
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• pp.31-41
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• 2017

Foreign tourists who are visiting Korea urban tourism destination have been continuedly growing and more various tourism products and service are requested to fit those foreign tourists' needs and wants. Accordingly, tourism contents and its satisfaction in urban tourism destination have been developing to provide more valuable products and service to tourists. This study was conducted to segment foreign tourists based on 4 different tourism urban destination contents, including destination facility contents, leisure entertainment contents, shopping contents, accommodation contents. Cluster analysis provided four different groups based on the mean score of urban tourism destination contents. MANOVA was conducted to identify whether ot not there are differences among the segmented groups in terms of travel performances and destination loyalty, Chi-square analysis were also conducted to see if there are differences among the segmented groups based on demographic informations. Theoretical and practical implication were discussed in the conclusion section. The results of this study would be helpful for tourism products planners and developers.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.12 s.138
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• pp.1632-1643
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• 2004

The competitiveness of the domestic cosmetics market will improve more rapidly when efficient market segmentation is secured, qualitative information about each of the segmented markets is gathered, and adequate marketing strategies to meet the demands of each segmented markets is established. Therefore, continuous studies are needed to secure qualitative information for market segmentation. In order to find out whether the domestic cosmetics market could be segmented according to consumers' shopping orientation, the present study analyzed cosmetics purchasing behavior, complaint behavior, and demographic characteristics of each consumer group classified according to their shopping orientation. The study was implemented by a normative-descriptive survey method using a questionnaire. Three groups of consumers were identified according to their shopping orientation: price-oriented group, information-oriented group, and brand-oriented group. It was confirmed that the groups, classified according to shopping orientation, have significantly different demographic, purchasing, and complaint behavior. Therefore, shopping orientation should be carefully considered in the segmentation of the cosmetics market.