• The Research Journal of the Costume Culture
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• v.4 no.2
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• pp.125-143
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• 1996

The purposes of the study were (1) to segment the female college apparel market based on clothing shopping orientation and (2) to develop a profile of each segment regard to fashion life style, information sources, clothing selection criteria, the importance of store attributes and patronage behavior. The data were collected through questionaire by random sample of 526 female college students. By cluster analysis of shopping orientation factors, four groups were identified(apathetic apparel shopper, highly involved apparel shopper, economic apparel shopper, psycho-socializing apparel shopper). Four groups were then compared through multivariate analysis of variance and chi-square statistics on 3 fashion life style factors, 11 information sources, 10 clothing selection criterias, 9 store attributes and 1 patronage behavior variable. Significant difference were found among the four groups on all these variables which indicate that clothing shopping orientation can be a useful base for segmenting female apparel market and these groups are unique in terms of the above 5 variables.

• Journal of the Korea Society for Simulation
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• v.24 no.4
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• pp.97-106
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• 2015

In recent, hybrid market segmentation techniques have been widely adopted, which conduct segmentation using both general variables and transaction based variables. However, the limitation of the techniques is to generate incorrect results for market segmentation even though its methodology and concept are easy to apply. In this paper, we propose a novel scheme to overcome this limitation of the hybrid techniques and to take an advantage of product information obtained by customer's transaction data. In this scheme, we first divide a whole market into several unit segments based on the general variables and then agglomerate the unit segments with higher QAP correlations. Each product network represents for purchasing patterns of its corresponding segment, thus, comparisons of QAP correlation between product networks of each segment can be a good measure to compare similarities between each segment. A case study has been conducted to validate the proposed scheme. The results show that our scheme effectively works for Internet shopping malls.

• Journal of Distribution Science
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• v.14 no.10
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• pp.81-91
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• 2016

Purpose - This study proposes a strategic model for the late mover to effectively penetrate an industry that is dominated by a leading company. Thus, this study presents strategic implications for several late movers in overcoming the advantages of the leading company. Research design, data, and methodology - This study begins with a literature review followed by the formation of a strategic model that consists of: Repositioning, Utilization of Competence, Strategic Leadership, and Innovation. Specifically, this research analyzes LG Electronics (LG) as an example and investigates how LG infiltrates and grows in the water purifier market, overcoming the advantages of the powerful leading company. Results - The major steps taken by LG are summarized into four. First, LG studied the market, which had been conventionally treated as a single market. To penetrate the market, LG founded a new, special market segment. Subsequently, LG further segmented the market, executing a marketing strategy for each segment. Second, the unbending will of top managers was a key factor that addressed the challenge persistently. Third, even though LG was the late mover in the water purifier market, it had several technology competences such as compressor, refrigeration cycles, and algorithms. LG had profound knowledge in technology and used it effectively. Fourth, LG created a premium market through three innovative and distinguished factors such as the stainless water tank, sterilization service, and luxury design. Conclusions - This research draws four key findings from the example of the late mover in the water purifier industry: the reestablishment of a strategic position based on environmental change is an effective strategy for the late mover; strategic leadership is an important motive to generate late mover performance; and the late mover can utilize its existing knowledge and resources to overcome the first mover, such as presenting new added value compared to existing products as an effective catch-up strategy. Consequentially, through the study of performance determinants and the market penetration strategy of the late mover, this research has significance in providing basic material for companies trying to penetrate the market.

• Proceedings of the Korea Society of Costume Conference
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• 2003.10a
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• pp.43-43
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• 2003

The first purpose of this study is to establish the database of color palette and coordination for casual wear and sports wear market by analyzing and comparing the characteristics of practical colors for each market segment. Furthermore, this study will make the proposal of the differential color palette and color coordination that will be used for effective color planning for the niche market.

• Management Science and Financial Engineering
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• v.13 no.1
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• pp.73-91
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• 2007

We investigate factors that influence the choice of high-share brands(HSBs) vs. low-share brands(LSBs) among various product and consumer characteristics related to brand-share perceptions. Specifically, using 8 product categories varying in terms of purchase decision involvement, we show how the influencing factors vary across the categories. At the general level that cover all the 8 categories, our hierarchical Bayesian regressions analysis shows that factors that favor high-share brands are purchase decision involvement, search goods, experience goods, price-quality relationship, positive network externalities, and price-prestige beliefs. Conversely, consumers who value variety seeking and need for uniqueness favor low-share brands. The effects of these factors, however, vary across product categories. The identification of these characteristics can help brand managers establish a more effective brand-share strategy in such areas as setting an optimal market share goal, extending a brand, and developing ad copy. Furthermore, our consumer segmentation analysis demonstrates the general market has two distinct segments - (1) a segment composed of HSB buyers(86%) and (2) a segment composed of LSB buyers(14%). The two segments are also shown to have different significant factors that explain their brand choice. Our segmentation analysis can help marketers establish a marketing strategy that targets a specific segment of interest.

• Journal of the Korean Society of Clothing and Textiles
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• v.20 no.6
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• pp.1151-1165
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• 1996

The purpose of this study was to identify the pratical applicability of person-situation benefit segmentations of the female apparel market in Seoul by a prior segmentation method. The specific objectives of this study were 1) to identify the useful demographic variables for person-situation benefit segmentations of the female apparel market, 2) to assess that person- situation benefit segmentations of 1.he female apparel market are accessit)le by developing a profile of each segment based on the interactions of situation and personal characteristics on perceived risk, importance of store attributes and store-type choice, and on brand type prefered by each segment. 3) to assess the validity of person-situation benefit segmentations of the female apparel market in terms of easy accessibility. The data were collected via a questionnaire from 601 housewives of ages 20's to 50's living in Seoul, Korea. The data were analyzed by factor analysis, repeated measure two- way ANOVA and X2-test. The results of this study were as follows. First, the age-by-situation segmention basis and the education-by-situation segmention basis were useful for person-situation benefit segmentations of the female apparel market. Second, there were found three benefit segments (Youth/Fashion oriented users, Brand oriented users and Apathetic users of clothing) using age-by-situation segmention basis. Using education-by-situation segmention basis, five segments (Economic-value, Youth/Fashion, Brand/Self-expression Self-expression, and Apathetic users of clothing) were identified. And beifit segments classified by the age-by-situation segmention and education-by-situation segmention approach were accessible. Third, the pratical applicability of person-situation befeift segmentations of the female apparel market by a prior segmentation method were suggested.

• Korea Journal of Hospital Management
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• v.17 no.2
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• pp.21-33
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• 2012

Purpose : This study aims to suggest application of patients DB to hospital marketing by performing market segmentation and selecting target market. Consequently help to establish suited strategy of marketing. Method : 14,072 patients hospitalized in a University Medical Center were recruited into this study. In order to classify the customer groups, cluster analysis was used with RFM(Recency, Frequency, Monetary) model, and 1-way ANOVA verified the differences among groups. And then, sociodemographical status, healthcare utilization and diagnosis(ICD-10) of each group were compared to draw a marketing strategy. Results : Four groups were classified through clustering analysis, and'high use and high profit' and'low use and high profit' groups were selected as a target market. The features of target market were as follows, the female proportion was high; used a private room; hospitalized through the emergency room; had operation; length of stay was long; had many comorbidity and cooperative treatment. There was difference in each feature of target market: as for the'high use and high profit' group, many patients were diagnosed with 'certain infectious and parasitic diseases'; and as for the'low use and high profit'group, the proportion of patients who purchased'industrial accident compensation insurance'and'auto insurance'was relatively high; many patients were diagnosed with'Injury, poisoning and certain other consequences of external causes'. Conclusion : It is needed to establish'positioning' strategy by monitoring and communicating with'high use and high profit' group. And for the case of'low use and high profit' group, it is necessary to make a follow-up management and lead them to have a medical check-up.

• ETRI Journal
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• v.15 no.2
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• pp.53-68
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• 1993

The field of marketing research in the satellite communication services is still in the early stage of its development. Particularly, in Korean domestic satellite service market, many theoretical and methodological opportunities now exist. In this paper we develop a model, which identifies target markets and promising application services in Korean satellite communication service Market. One key contribution of this paper is a modeling approach to the assessment of market potential and priorities of the application services in each Korean industry. We define and estimate the degree of attractiveness for each segmented market which represents the market potential estimated by current usage of terrestrial services and each market segment's willingness to adopt satellite technology. Since all possible satellite application services are not equally important in the market, they should be differentiated in terms of the likelihood of success. We introduce another index prioritizing application services by tying together three important factors affecting Korean satellite service demand. Some marketing implications of model results are also discussed. Finally the findings of our model are compared with those of other similar studies.

• Journal of the Korean Operations Research and Management Science Society
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• v.18 no.2
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• pp.183-203
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• 1993

One of the most difficult and time-consuming stages in the development of the knowledge-based system is a knowledge acquisition. A splitting algorithm is developed to infer a rule-tree which can be converted to a rule-typed knowledge. A market segmentation may be performed in order to establish market strategy suitable to each market segment. As the sales data of a product market is probabilistic and noisy, it becomes necessary to prune the rule-tree-at an acceptable level while generating a rule-tree. A splitting algorithm is developed using the pruning measure based on a total amount of information gain and the measure of existing algorithms. A user can easily adjust the size of the resulting rule-tree according to his(her) preferences and problem domains. The algorithm is applied to a market segmentation problem of a medium-large computer market. The algorithm is illustrated step by step with a sales data of a computer market and is analyzed.

• Journal of the Korean Society of Clothing and Textiles
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• v.19 no.5
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• pp.811-825
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• 1995

The purposes of the study were 1) to segment the female apparel market based on clothing benefits sought by female adualt consumer in Cheju, and 2) to develop a profile of each segment concerning lifestyle, use of information sources, perceived store attributes, store preference and demographics. The data(n=228) were collected via a questionnire from adult females of ages over 20's. Using cluster analysis on benefits sought factors, four groups were identified and labeled as 1) Economic-value oriented users of clothing(24%) : 2) Brand oriented users of clothing(14%); 3) Aesthetics/fashion oriented users of clothing(26%); 4) Easy care oriented users of clothing(36%). ANOVA and Chi-square statistics revealed significant differences among the four groups according to clothing benefits sought factors, lifestyle factors, use of information sources, store attributes perceived on store types, store-type choices, new store-type preferences and demographic variables. A profile of these groups was developed.