• 한국의류학회지
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• 제32권7호
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• pp.1023-1033
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• 2008

The purpose of this study was to segment home-shopper market by using the demographic characteristics. This study enables a better unders landing of home-shoppers and improving the strategy of marketing. The specific objects of this study are as follow: First, it was to exam market segmentations by demographic factors using mixture model. Second, it was to exam shopping orientations of fashion merchandise according to segmentation groups. The data was collected from 637 subjects who had used the home shopping more than one time in a year. The data was analysised through frequencies, factor analysis, ANOVA, Duncan's mutiple range tests with SPSS 12.0 and Mixture model. The results of data are as follows: 1. The result of market segmentation as demographic factor using Mixture model was extracted to 4 market segments called 20's/ unmarried stage, 30's/ children bearing & rearing stage, 40's/ families with children's education stage, 50's/ aging stage. 2. Shopping orientations were extracted to 5 factors called a pleasure oriented, convenience oriented, off-line oriented, human oriented, thrift oriented.

• 수산경영론집
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• 제49권4호
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• pp.53-68
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• 2018

The industrial structure of Chuja Island is mainly occupied by fisheries. Since the fisheries resources have been depleted and the marine environment has been changed, the fishery industry has been hard to survive. It is the time when residents are looking for a breakthrough in the tourism industry. Market segmentation is a valuable tool in the establishment of marketing strategies. Segmentation of tourists by the same desire and motivation is an essential factor in identifying the characteristics of tourists. The research on market segmentation of tourism sector focuses mainly on demographic subdivision, psychological subdivision, and behavioral subdivision, so it is urgent to study geographical market segmentation. The purpose of this study is to present data that can be used to establish a marketing strategy for tourism promotion in Chuja Island by analyzing the tourism activities via subdivision market according to demographic characteristics, tourism behavior characteristics, and tourism motivation after grasping the geographical segment of tourists through empirical analysis. In this study, 285 valid samples were analyzed by frequency analysis, ${\chi}^2$ test, cluster analysis and ANOVA test.

• 한국의상디자인학회지
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• 제22권3호
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• pp.19-32
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• 2020

Recently, the luxury brand market has expanded from the 5060 market to the 2030 market segment due to diversification of distribution channels, an increase in income, and changes in consumption values. This change is attributed to the increase in sales of fashion accessory products, such as bags and wallets, thereby confirming the importance of the luxury brand fashion accessories market. However, there are few studies of the luxury brand fashion accessories market or brand loyalty for fashion accessories, which accounts for a large proportion of the overall luxury brand market. The purpose of this study was to develop and empirically test a theoretical framework that captures and compares the difference of impact of service quality, product attributes, and consumer satisfaction on luxury brand loyalty between the 20-30 market and the 5060 market of the fashion accessories market. Data was collected from 598 customers who purchased luxury brand fashion accessories by objective sampling. Structural equation modelling was used to test the hypotheses developed for the study. Results found evident effects of consumer satisfaction on luxury brand loyalty through the perception of service quality by consumers. Additionally, in the 2030 market, the fashion accessory attributes had little impact on consumer satisfaction and luxury brand loyalty, whereas in the 5060 market, it had a significant impact only on consumer satisfaction, but not on luxury brand loyalty. This is the first study to examine a structural equation model of luxury brand loyalty to compare the difference of the model between segmented markets, such as the 2030 market and the 5060 market of the luxury brand fashion accessories market. These results will contribute to a better understanding of the mechanism that underlie the operation of an effective luxury branding strategy for fashion accessories.

• 한국조리학회지
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• 제7권1호
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• pp.203-227
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• 2001

The purpose of this study is to be groped promotion plan of internet marketing of Family Restaurant to get the motive, which is target market of Family Restaurant in Korea, and segment market of Internet users shows identity. Internet is observed as new marketing tool to understand customized needs of customer and to provide service to them in form of the customization. Based on the case study of Homepage of Family Restaurant in Korea, I would propose promotion plan as follow. First, enhance the function of the database marketing through the two-way communication. Second, enforce the e-commerce through the corporate-marketing in which same target market in cyber space. Third, develop the management skill for the Internet marketing in homepage as like specialty of contents.

• 농촌지도와개발
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• 제23권1호
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• pp.101-114
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• 2016

Local food in rural area as a rural growth tool has to adapt to current market mechanisms by communication and promotion techniques. We need to know what and how local food consumers seek their benefits to market segmentations. The primary purpose of this study was to segment and profile the benefits of local food consumer so as to provide a better understanding of local food in Korea. A self-administered survey was obtained from 448 food consumer in the study area. Three distinct segments were identified based on the benefits; profit seeker (39.7%), passive consumers (19.0%), and value seeker (42.2%), and these were profiled with respect to socio-demographics and local food attitude-related features.

• 한국경영과학회지
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• 제17권3호
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• pp.101-135
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• 1992

An an exploratory attempt, this study examines the patterns of strategic changes of the firms and changes in strategic group structure in response to environmental changes of the industry. Empirical analyses of 39 firms in the Korean tile industry for the period of 1986-1990 reveals that :1) environmental changes had different impacts on attractiveness of different product/market segments :2) the relatively large firms in less attractive product/market segments were more likely to change their domains :3) according to their specific target product/market segments, the firms tended to strengthen different resource capabilities which were identified as key success factorss to compete in each target segment : and 4) these differences in strategic changes of the firms resulted in the changes in strategic group structure during the same period. Implications and the limitations of this study are finally discussed.

• International Journal of Computer Science & Network Security
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• 제21권12호
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• pp.193-202
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• 2021

The article is devoted to current issues of the development of e-commerce, which is gaining more importance in the conditions of widespread quarantine restrictions. As a result, of the research the importance of digitalization as a driver of economic development is substantiated and the main business models of e-commerce and their modifications are examined. The peculiarities of e-commerce in the context of digital economy were analyzed and their current state was established. Identified the main trends in the development of e-commerce at the current stage, which allowed to identify problem areas that require further study and evaluation. Presented the results of the market research of decorative cosmetics, based on which the summarized set of problems that affect the online sales in this segment of the market.

• International Journal of Contents
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• 제16권4호
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• pp.26-38
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• 2020

Determining the optimal levels of the technical attributes (TAs) of a product to achieve a high level of customer satisfaction is the main activity in the planning process for quality function deployment (QFD). In real applications, the number of customer requirements for developing a single product is quite large, and the number of converted TAs is also high so the size of the house of quality (HoQ) becomes huge. Furthermore, the TA levels are often discrete instead of continuous and the product market can be divided into several market segments corresponding to the number of HoQ, which also unacceptably increases the size of the QFD optimization problem and the time spent on making decisions. This paper proposed a genetic algorithm (GA) solution approach to finding the optimum set of TAs in QFD in the above situation. A numerical example is provided for illustrating the proposed approach. To assess the computational performance of the GA, tests were performed on problems of various sizes using a fractional factorial design.

• 아태비즈니스연구
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• 제10권4호
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• pp.181-195
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• 2019

This study aims to investigate the influencing attributes on price fairness in the domain of fast food service context. As the research subject, this research selects McDonald's business because of its market share in the fast food market. Five attributes are examined to account for price fairness. The attributes are advertising attitude, employee service, waiting, convenience, and brand love. This study performed survey to collect the data. The survey participants are university students because they are essential market segment for fast food business. The number of observation is 299 for the data analysis. To analyze the data, this research used various statistical instruments (e.g., frequency analysis, mean and standard computation, exploratory factor analysis, reliability test, correlation matrix, and multiple regression analysis). Regarding the results, this research identified advertising attitude, employee service, and brand love are influential attributes to establish price fairness of university students. This research could inform the marketing director of food service business to understand university students target better.

• 한국태양에너지학회 논문집
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• 제36권1호
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• pp.39-47
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• 2016

Geographic information system (GIS) based renewable energy resource map including potential analysis can play a crucial role not only to develop the national plan for renewable energy deployment but also to make strategic investment decision in the private sector. Korea Institute of Energy Research (KIER) has been developing domestic maps about several resources such as solar, wind, hydro, biomass, and geothermal, as well as conducting research on methodologies for potential analysis. Furthermore, the institute is trying to transfer related technologies and know-how to foreign countries, recently. In this context, the main purpose of this study is to introduce the business model of renewable energy resource map. From the value chain analysis, we focus on the government-side market in foreign countries, such as the development of the national level renewable energy resource map and the support of the national renewable energy plan. For about 180 countries, we segment the customers according to the consideration of economic capacity, renewable energy resource capacity, existence of renewable resource map, current portion of renewable energy facility capacity, and renewable energy policies, and we conclude that the target customers are non-Organization for Economic Co-operation and Development (non-OECD) countries or some OECD countries, their per capita GDP are under the average among OECD countries, that do not have renewable resource map yet. We segment the target customers into four groups, and suggest different strategies for market positioning and financing strategy based on Strengths, Weaknesses, Opportunities, Threats (SWOT) analysis. This study can help to develop the business strategy about the development of renewable energy resource map in foreign countries.