• Proceedings of the Korean Society of Health Policy and Administration Conference
• /
• 2003.11a
• /
• pp.200-213
• /
• 2003

• Proceedings of the Korea Technology Innovation Society Conference
• /
• 2005.10a
• /
• pp.609-618
• /
• 2005

• 주류산업
• /
• v.20 no.1
• /
• pp.49-59
• /
• 2000

• Proceedings of the Korea Inteligent Information System Society Conference
• /
• 2000.11a
• /
• pp.65-82
• /
• 2000

• The Journal of the Korea Contents Association
• /
• v.12 no.6
• /
• pp.475-485
• /
• 2012

The purpose of this research study was to identify the factors that influence comsumer who make decisions on preferred coffee types. Data was collected for a month from September $12^{th}$ to October $10^{th}$, 2010 from 807 participants who visited a cafe' in Seoul. The Limdep(LIMited DEPendent) 8.0 program was used in analyzing the determinants for preferred types of coffee using the multinomial logit model(MNL) approach. The results revealed that there were four taste preference groups being Espresso, Americano, Cafe' Late, and Cafe' Mocha ; as well as confirming that demographic characteristics influenced the coffee selection attributes, type of packaging, preferred coffee brand, and visit frequencies. This study found seven coffee selection attributes were significant factors in influencing patrons choices for purchasing speciality coffee being age range, profession, packing status, elation, superficial appearance, weight control, and habitual, respectively. The research reflects the coffee selection attributes by the customers' preference and concludes that it would be helpful to make marketing strategy for particular coffee brands.

• Journal of Korea Technology Innovation Society
• /
• v.10 no.1
• /
• pp.73-97
• /
• 2007

R&D into future technologies should be conducted in conjunction with technological innovation strategies that are linked to corporate survival within a framework of information and knowledge-based competitiveness. As such, future technology strategies should be ensured through open R&D organizations. The development of future technologies should not be conducted simply on the basis of future forecasts, but should take into account customer needs in advance and reflect them in the development of the future technologies or services. This research aims to select as segmentation variables the customers' attitude towards accepting future telecommunication technologies and their value orientation in their everyday life, as these factors wilt have the greatest effect on the demand for future telecommunication services and thus segment the future telecom service market. Likewise, such research seeks to segment the market from the stage of technology R&D activities and employ the results to formulate technology development strategies. Based on the customer attitude towards accepting new technologies, two groups were induced, and a hierarchical customer segmentation model was provided to conduct secondary segmentation of the two groups on the basis of their respective customer value orientation. A survey was conducted in June 2006 on 800 consumers aged 15 to 69, residing in Seoul and five other major South Korean cities, through one-on-one interviews. The samples were divided into two sub-groups according to their level of acceptance of new technology; a sub-group demonstrating a high level of technology acceptance (39.4%) and another sub-group with a comparatively lower level of technology acceptance (60.6%). These two sub-groups were further divided each into 5 smaller sub-groups (10 total smaller sub-groups) through two rounds of segmentation. The ten sub-groups were then analyzed in their detailed characteristics, including general demographic characteristics, usage patterns in existing telecom services such as mobile service, broadband internet and wireless internet and the status of ownership of a computing or information device and the desire or intention to purchase one. Through these steps, we were able to statistically prove that each of these 10 sub-groups responded to telecom services as independent markets. We found that each segmented group responds as an independent individual market. Through correspondence analysis, the target segmentation groups were positioned in such a way as to facilitate the entry of future telecommunication services into the market, as well as their diffusion and transferability.

• The Journal of the Korea Contents Association
• /
• v.9 no.8
• /
• pp.272-284
• /
• 2009

In this paper, we proposed the methodology for analyzing online customer reviews by using text mining technologies. We introduced marketing segmentation into the methodology because it would be efficient and effective to analyze the online customers by grouping them into similar online customers that might include similar opinions and experiences of the customers. That is, the methodology uses categorization and information extraction functions among text mining technologies, matched up with the concept of market segmentation. In particular, the methodology also uses cross-tabulations analysis function which is a kind of traditional statistics analysis functions to derive rigorous results of the analysis. In order to confirm the validity of the methodology, we actually analyzed online customer reviews related with tourism by using the methodology.

• Journal of the Korean Society of Costume
• /
• v.58 no.7
• /
• pp.92-103
• /
• 2008

The purpose of this study was to subdivide the shoes market in Korea and to evaluate the size and competitive strength of each segment. In order to implement the purpose of this study, the data of 300 respondents were analyzed using CBC(Choice-Based Conjoint measurement) and mixture model. The part-worth utilities were then used to predict the impact of price change on the choice probability using the legit model. As a result, the mixture model showed the optimal segments number and the shoes market in Korea was divided into 4 segments. Each segment was identified by distinctive characteristics such as brands, price and demand for comfortable shoes. Also, as a result of grasping the competitive structure and the competitive strength by sub-markets, one group was sensitive to price according to each competitive situation, whereby the choice probability was greatly influenced, and the other group on the contrary. This study made it clear that discrimination between brands whose profits Increase sharply if price is lowered and brands whose profits do not increase even if price is lowered can help brand managers with their decision-making on price lowering.

• The Research Journal of the Costume Culture
• /
• v.19 no.2
• /
• pp.360-375
• /
• 2011

The fashion market focuses on consumers and maximizes consumers' satisfaction. The fashion market has been segmented to better satisfy the variety of consumer group. Although market segmentation has been studied, efficiency and effectiveness of market segmentation continuously bring problems. Also, problems of prediction about real consumer behavior, and efficiency and effectiveness of standards are pointed out. The purpose of this study is to determine the most important variables for dividing fashion product buyers. This study was designed as qualitative study and in-depth interview was conducted. The in-depth interview was conducted with five experts in fashion intelligence agency. In-depth interview was completed by an analytic induction and an investigator triangulation. Questions were about characteristics, demographic characteristics, important factors and fashion buying relationship, and interests of current clothing shoppers. The results of qualitative research demonstrated that clothing shoppers, with their valuable consumption and selective buying behaviors, seek differentiated products. They also long for high quality apparel for its price, because of their valuable consumption and price centered tendency. They illustrated active sides, such as enthusiastic information searching and emotional or experiential consumption, rather than attitudinal sides. The variables for dividing fashion product buyers included: "innovative seeking", "symbolic seeking", "personalized seeking", "quality-seeking", "selective seeking", "price-seeking", "utility-seeking", "hedonic seeking", "sensitive seeking", "brand-seeking", "digital seeking", "information-seeking", and "eco-seeking".

• Journal of the Korean Society of Food Science and Nutrition
• /
• v.45 no.4
• /
• pp.602-612
• /
• 2016

The purposes of this study were to explore food-related lifestyle segments for commercialization of ready-to-eat Korean foods, to identify their demographic characteristics, and to evaluate perceptions and preferences related to Korean foods. The subjects consisted of 266 Koreans and 212 non-Koreans in Seoul, Gyeonggi, and Daejeon, Korea including in Grapevine of the US. Koreans' scores for food-related lifestyle of taste seeking and convenience seeking were significantly higher than those of non-Koreans. Through cluster analysis, four segments for Koreans were identified: health-oriented group, diet-oriented group, rationality-oriented group, and price-sensitive group. The clusters for non-Koreans were classified into four segments: taste-oriented group, rationality-oriented group, diet-oriented group, and convenience-oriented group. Significant differences were detected among the four segments in terms of demographic characteristics. There were significant differences in perceptions and preferences related to Korean foods by food-related lifestyle segments of non-Koreans. Japchae, Bibimbap, and Naengmyeon were selected as the most likely to purchase ready-to-eat food items for Korean clusters, whereas Bulgoggi and Bibimbap were selected for non-Korean clusters. This study shows that food companies wanting to promote commercialization of Korean foods should consider characteristics of each segment of food-related lifestyle.