• The Journal of the Korea Contents Association
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• v.12 no.12
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• pp.779-786
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• 2012

The purpose of this study was to segment latent horse riding market. Demographic characteristic, psychological characteristic, lifestyle, and perception of horse riding factor were included in the segmentation basis but, only lifestyle was useful factor for horse riding industry. The statistical techniques for data analysis were descriptive analysis, explanatory factor analysis, confirmatory factor analysis, reliability analysis, cluster analysis, crosstab analysis, and Chi-square analysis. The result showed that sport activity, activity, and passivity factor were identified by lifestyle. The latent market of horse riding had two segment markets. First segment was known as a sport activity oriented group and the other is nonactivity oriented group. According to three demographic variables and preference of horse riding were statistical significant at the level of .05.

• Science of Emotion and Sensibility
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• v.7 no.1
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• pp.83-95
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• 2004

Market globalization rapidly has changed market environment. So, in this study, we suggest global design process for many global companies which try to get global competitive advantages over through design. We create a new frame of study for global design as examining the circulative causal sequence structure of global consumer culture, global design, and global segment consumers in the meaning structure of global consumer culture and movement. And, with the new frame of study, the purpose of this study is to propose global consumer culture-based global design process for preference design. For the purpose, we reviewed global segmentation market, global consumer, global consumer culture and global design. And to search the circulative causal sequence structure, we applied to the theory of cultural movement structure by McCraken to constitute the frame of this study. For the empirical research, we focused on global teens consumer culture as the second data. Finally, we suggested global consumer culture-based global design strategy and discussed our future study.

• 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.

• The Korean Publising Journal, Monthly
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• s.253
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• pp.28-28
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• 1999

현재 투자 요구에 정확하게 부응하는 내용의 책을 펴낸다 하더라도, 시장 특성을 이해하고 뉴미디어와의 경쟁을 고려한 과학적 마케팅이 도입되지 않으면 곧 투자의 외면을 받거나 서가에서 퇴출당하게 마련이다.

• Electronics and Telecommunications Trends
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• v.23 no.2 s.110
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• pp.80-90
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• 2008

신규 통신서비스인 와이브로 시장을 개발, 확대하기 위해서는 시장을 일정한 기준에 의거 세분화하고 세분화된 시장을 목표시장 선정과 포지셔닝을 통해 비즈니스 실행을 효율화하는 전략이 요구된다. 이러한 비즈니스 차원에서의 정교한 접근은 신규 서비스의 조기 시장안착과 효율적인 시장확산에 크게 기여할 것으로 기대된다. 이에 본 고에서는 국내 일반인을 대상으로 시장조사를 수행하고 와이브로 현 이용자, 잠재 이용자, 비이용자를 중심으로 시장을 심층적으로 세분화하고, 각 세분시장을 공략하기 위한 비즈니스 전략을 제시하였다.

• 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.

• Culinary science and hospitality research
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• v.16 no.4
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• pp.139-150
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• 2010

The purpose of this study is to examine the market segments of Korea specialty coffee shops based on the benefit variables by customers when they visit a coffee shop. For this study, SPSS WIN 17.0 was used for the frequency analysis, factor analysis, reliability test, cluster analysis, one-way ANOVA and cross tabulation. Benefit factors were divided into atmosphere factor, value factor, marketing factor, cleanliness & comfort factor, and service factor. Three distinct segments of customers were identified: passive benefit seekers, marketing benefit seekers and emotion benefit seekers. In order to explore differences between clusters and demographic and behavior variables, cross tabulation were used. These findings could be helpful for the marketers who need to establish a marketing strategy for grasping the characteristics of market segments and generating profits.

• Journal of Distribution Research
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• v.12 no.4
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• pp.1-25
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• 2007

The purpose of this study is to provide the strategic implication of the Korean open air market by examining the factors affecting customer loyalty for various market segments as their competitive environment becomes more turbulent. We have undertaken empirical research that uses the methodology of a mixture regression modeling, as a way to ascertain the determinants of customer loyalty toward the Korean open air market, which should form the base of strategy for each segment. We construct a mixture regression model which uses perceived the Korean open air market value dimensions as explanatory variables, an income as a covariate variable, and a customer loyalty as a dependent variable. The analysis of results show that customers are statistically divided into four segments: 'Accessibility'(33.7%), 'Price'(29.7%), 'Shopping environment,'(22.0%), and 'Merchandising,'(14.5%) groups. The findings also showed that parameter estimates are different for each group, which indicates that the sensitivity to changes in the Korean traditional market perceived value and the income variable affecting customer loyalty vary among segments.

• Journal of Digital Contents Society
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• v.13 no.3
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• pp.385-392
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• 2012

The definition of the product market in a supplier's point of view can cause various problems in the market activities of companies because specific situations are excluded and the consideration for discontinuity is lacking by identifying segmented markets with processes, raw materials, the similarity of product functions and so forth. Furthermore, as this definition is static and general, it is difficult to express and predict the dynamic market changes. Meanwhile, customer-oriented market segment can be obtained by grouping substitutable products and related customers in the situation pursuing specific benefits. This definition of the product market enables us to find threats and opportunities emerging in markets and promotes effective performance assessments and resource allocation. The purpose of this paper is suggesting a framework to select data mining techniques proper for the customer data characteristics to identify customer oriented product market.