• The Research Journal of the Costume Culture
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• v.24 no.4
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• pp.511-529
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• 2016

The current study aims to segment Chinese female consumers using their lifestyle dimensions in the cosmetics market, and analyze their cosmetics purchasing behavior based on that segmentation. Specifically, lifestyle groups were examined to see if there is any group difference(s) in consumer behavior for Korean cosmetics. Lifestyle groups were examined based on: consumers' demographic characteristics, perceived brand attributes, loyalty toward Korean cosmetics, usage of Korean cosmetics products, preferred stores of shopping for Korean cosmetics, and use of information sources in purchase decisions. An online survey was administered to female consumers who live in Beijing and Shanghai. A total of 493 surveys were used for data analyses. The results of the study were as follows: First, factor analysis revealed 11 significant lifestyle dimensions. Second, using these 11 lifestyle dimensions, cluster analysis was conducted, which revealed four distinct groups of consumers: (1) "timid inactive group," characterized by having low scores in most lifestyle dimensions; (2) "showcase goers," who tend to be highly fashion/appearance-conscious and brand-oriented; (3) "practical buyers," who tend to be price-conscious, sensitive and timid; and (4) "sensible buyers," who enjoy finer meals and wellbeing lifestyles, as well as hardworking in everything and impulse-buy things. Third, consumer behavior of purchasing Korean cosmetics brands were examined; significant differences among the four lifestyle groups were found. The study concludes with a discussion of the results and practical implications.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.12
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• pp.1981-1989
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• 2008

Different people buy the same or similar products for different reasons. Benefit segmentation attempts to understand these differences by grouping together people who assign a similar level of importance to the same attributes. We focused on identifying market segments for knit fabrics by comparing the relative attribute preference for knit fabrics according to segmented clusters, and testing to establish if there were significant differences between the preferences of clusters. Three consumer segments emerged, and there were three clusters with different ideal knit profiles: a preferred wool group, a preferred acrylic group, and a preferred long stitch length group. The preferred wool group and the preferred acrylic group rated the mixture ratio as the main attribute that determined their preference, followed by the stitch length. The preferred long stitch length group considered stitch length as being the most important attribute, followed by the mixture ratio. The difference in the preferences for the mixture ratio and stitch length of knit fabrics was the highest between the three clusters, The preferred wool group preferred a knit fabric that has a greater wool mixture ratio and a short stitch length, and the preferred acrylic group and long stitch length group preferred a knit fabric that had a higher acrylic mixture ratio and a short stitch length.

• 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 Korean Operations Research and Management Science Society
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• v.42 no.2
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• pp.1-17
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• 2017

Based on increased popularity and use of social network services as a marketing tool, social commerce became an emerging trend in e-commerce platforms. Social commerce involves sellers offering potential consumers the products and services at a lower price in a limited time period. Through comparison of the performances of domestic social commerce websites, we found that the buying environment such as price, number of available products, and the remaining time period for sale has a significant difference influencing on the purchase decisions of consumers. This study aims to analyze the interaction effects and preference levels of four characteristics (price, discount rate, number of purchases and purchase time) by conducting choice-based conjoint analysis. Survey experiment was performed using a sample of 146 undergraduate and graduate students. The results showed that consumers importantly consider purchase time, discount rate, price, number of purchases in the order of their preference. Also, discount effect is more significant on purchase decisions than price effect and consumers distinguish less the differences among the buying environment characteristics in the closing days of purchase period. Customer segmentation using the preference levels of characteristics indicates that the preference levels have different effects in the purchase utility of each segment. The proposed customer segmentation and differences in feature utilities are expected to be valuable in forming future sales promotion strategies in social commerce.

• 한국HCI학회:학술대회논문집
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• 2008.02b
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• pp.460-464
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• 2008

To improve and optimize user interfaces of the system, the accurate understanding of users' behavior is an essential prerequisite. Direct questions depend on user' s ambiguous memory and usability tests depend on the researchers' intention instead of users'. Furthermore, they do not provide with natural context of use. In this paper we described the work which examined users' behavior through log analysis in their own environment. 50 users were recruited by consumer segmentation and they were downloaded logging-software in their mobile phone. After two weeks, logged data were gathered and analyzed. The complementary methods such as a user diary and an interview were conducted. The result of the analysis showed the frequency of menu and key access, used time, data storage and several usage patterns. Also, it was found that users could be segmented into new groups by their usage patterns. The improvement of the mobile phone user interface was proposed based on the result of this study.

• 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.

• The Journal of Asian Finance, Economics and Business
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• v.6 no.4
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• pp.159-170
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• 2019

The paper aims to understand the mediating effect of Country Image (CI) on the relationship between consumer cosmopolitanism and consumers' purchase, visit and investment intentions towards a foreign country, considering the moderating effects of ethnocentrism, materialism, product familiarity, and visits to a country in a global market. The study extends research on the global and local consumption by simultaneously analysing the influence of country image dimensions and several moderating effects on consumers' behavioural intentions. Four hundred and fifty-seven valid responses from international consumers were collected through a questionnaire measuring country image dimensions. Findings indicate that cosmopolitanism has a significant and positive effect on foreign consumers' behavioural intentions and country image dimensions mediate this relationship. Moreover, a moderating effect was found for ethnocentrism, materialism, product familiarity, and visits to a country on the relationship between country cognitions and the intentions to visit the country. This study shows the importance of considering cosmopolitanism as a potential segmentation variable in international markets. The results can help managers and policymakers to better understand the image that foreign consumers hold about Portugal, their intentions to buy or invest in the country, as well as to think of Portugal as a tourism destination.

• Journal of the Korea Fashion and Costume Design Association
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• v.6 no.3
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• pp.19-29
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• 2004

The current fashion market is experiencing a lot of difficulties in fashion forecasting due to consumers' fast-changing lifestyle on fashion, changes in consumer behavior, and the segmentation of the fashion market. To cope with this harsh reality, many fashion enterprises have paid much attention to the SPA (Specialty Retailer's Store of Private Label Apparel) brand as a promising fashion marketing strategy in terms of which they can survive in the extremely competing fashion market. The SPA brand is in the stage of inception in Korea, but the SPA brands such as MUJI and UNIQLO are already dominating the fashion business in Japan. Korea has just started developing the SPA brand, but its technological development, which was triggered by the success of 'BASIC HOUSE', is rapidly evolving. Under these circumstances, the SPA brand is getting vital for the fashion market in efficiently realizing consumers' requirements, revolutionizing the method for providing product information and the process of Marketing Mix Program, and expressing the value of shop. This paper studies the nature of the SPA brand and fashion merchandising system, and in turn examine the differences between the visual merchandising of the existing fashion brands and the Japanese SPA brands that are used as the fashion marketing strategy which is driven by the up-to-date technological system. Centering around these issues, we propose a visual merchandising system for fashion enterprises which serves to develop Korean-style SPA brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.1
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• pp.3-14
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• 2000

The purpose of this study were 1) to segment 20's female apparel market using consumer's fashion image preference in formal wear, and 2) to identify the group differences in seasonal color (hue and tone) and color image (image associate with lightness and chroma) preference as well as in demographic variables. The subjects were 253 females in their late twenties living in Seoul, Korea. The data were collected using self-administred questionnaires and analyzed by factor analysis. Cluster analysis, $\chi$2 -test, one-way ANOVA, and Duncan test. The results of this study were as follows: 1) Four fashion image groups were identified through cluster analysis using consumer's fashion image preference: Elegant image group, Sexy image group, Lively image group, and Romantic image group. 2) There were significant differences among fashion image groups in hue preference for spring clothes, tone preferences for spring and fall clothes. Color images are associated with lightness for spring and summer, and are associated with chroma for spring, summer, and fall. Group differences in demographic variables were found in socio-economic status and average expenditure for formal jacket.

• Korean Journal of Organic Agriculture
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• v.11 no.4
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• pp.15-37
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• 2003

Recently, production-consumption quantity and market size of environment-friendly agricultural products(EFAP) have been increased. Consumers have demanded food safety and nutrition of EFAP, but in the near future they will need many kinds of item, relatively low price and high quality. So producers have to make an effort for down-cost, increasing items and developing technical know-how, which can be attained by producer/region organization. Correlation coefficient between the recognition degree for certification system and purchasing amounts at a time is higher than other ones. Therefore public information works using the TV and newspaper must be promoted all the more about certification system. And if the consumer’s satisfaction level of EFAP purchased gets higher, the quantity demanded will be increased more. And consumer’s trust on EFAP is derived from certification system or close relation between producers and consumers. Thus the most important thing of marketing strategies for EFAP is continuously to focus on explanation and information works on certification system by region in metropolitan area. Also, it necessary to introduce green marketing principles and apply to strategies item type. Namely those need to establish target market segmentation And marketing strategy stages according to the green degrees of market And commodity.