• Journal of Distribution Research
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• v.10 no.3
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• pp.87-101
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• 2005

Market segmentation has been an important issue in marketing for a long time. Many models and statistical methods have been developed by many scholars. The purpose of this research provides one insight for market segmentation based on clustering technique in channel benefit sought. We proposed a sequential approach in market segmentation. A sequential approach means that we do market segmentation by multi-stage method based on the benefits sought in marketing channel. To achieve this approach, we divided the main benefits sought into subcategories. That is to say, after dividing each benefit sought into more detailed concepts, we did market segmentation sequentially.

• Proceedings of the Korean Information Science Society Conference
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• 2012.06c
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• pp.204-206
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• 2012

스마트폰 시장의 확대로 인한 스마트폰 고객의 증가와 스마트폰을 이용한 제품 구매 활동이 급격하게 증가하고 있다. 이러한 추세에 따라 스마트폰 고객 추천 시스템에 관한 연구가 활발히 진행되고 있다. 하지만 기존의 스마트폰 고객 추천 시스템의 경우 고객들의 고차원 데이터를 효율적으로 처리하는데 어려움이 있다. 따라서 이 논문에서는 스마트폰 고객들의 고차원 데이터를 효율적으로 처리할 수 있는 부분 공간 군집화 기법과 순차 패턴 알고리즘을 이용한 제품 추천 시스템을 제안한다. 이 시스템은 스마트폰 고객들의 고차원 데이터를 기반으로 세분화된 고객들의 부분 군집화를 한다. 이들 군집화를 기반으로 순차적 패턴 알고리즘을 이용한 고객들의 제품 구매 패턴을 추출한다. 이 연구를 통해 스마트폰 고객들의 다양한 고차원 데이터를 이용한 제품 추천 시스템은 기업의 제품 판매 및 고객 마케팅에 긍정적인 도움을 줄 수 있을 것으로 기대된다.

• Journal of Digital Convergence
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• v.19 no.6
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• pp.143-162
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• 2021

Research on consumers' perception and willingness to purchase Battery Electric Vehicles (BEVs) is necessary to simulate BEVs' deployment in South Korea because South Korea's BEVs market is still in the early stage. This paper derives a theoretical framework for consumer segmentation based on consumers' willingness to purchase before and after BEV usage experience. In particular, this study empirically evaluates consumers' willingness to purchase and concerns using the survey data from BEVs users in either Seoul or the Jeju region. The empirical results from logit models show that experienced consumers' concerns about the heater and air conditioning (HAC) in BEVs decreased the consumers' willingness to buy, while greater daily driving distances increased the consumers' willingness to buy. In addition, the empirical findings from ordered probit models show that experienced consumers' concerns about the short driving distance, the availability of maintenance service (i.e., A/S service) during unexpected events, and the difficulties of driving BEVs up-hill increased the degree of concern about HAC. This paper will provide insights related to consumer segmentation, R&D, marketing strategies, and policy design for policymakers and firms.