• 대한지역사회영양학회지
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• 제8권4호
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• pp.556-565
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• 2003

Market segmentation helps providers to find better marketing opportunities and allows foodservice managers to develop the right product for each target market. Therefore, this study, taking university faculty and staff as subject, is intended to diagnose the relative value of service quality attribute, on the basis service quality scenario of faculty foodservice; to suggest price for improving customer loyalty in market segments. A questionnaire was developed ar d mailed to 600 Yonsei university faculty and staffs. A total of 385 questionnaires were usable; resulting in a 58.7％ of faculty and a 69.7％ of staff response rate, respectively. Statistical data analysis was completed using the SAS/Win 6.12 for descriptive Analysis, ANOVA, principal factor analysis, cluster analysis, reliability test and discriminant analysis. The results of the study are as below. Eighteen questions were selected for measuring respondents' lifestyle by AIO method and the seven lifestyle factors derived from factor analysis and aggregated distinct 4 clusters. Service quality attributes of the scenario were determined with 'food quality', 'menu variety', 'atmosphere', 'fast service', and 'clean and sanitation'. 'Food quality', 'menu variety', 'atmosphere', 'fast service', and 'clean and sanitation', in decreasing order, were identified as improving customer loyalty. However, most faculty and staffs were satisfied with the present meal price. The result of this study indicates that the relative value of service quality was differed significantly among the various market segments. 'Food quality', 'menu variety', and 'atmosphere' were determined as major service quality attributes. Thus, customer loyalty could be increased by improving food taste and quality, atmosphere, and service delivery. (Korean J Community Nutrition 8(4) : 556 ∼565, 2003)

• 패션비즈니스
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• 제18권5호
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• pp.25-41
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• 2014

As the smart phone market grows rapidly, the significance of the application (app) market also increases. The purposes of this study were to identify market segments according to technological innovativeness and clothing involvement, and to compare the differences in lifestyles, benefits of fashion information app sought, and intention to use. The data were collected from smart phone users in their 10s to 30s in 2013, and a total of 292 data sets were analyzed. The findings of this study were as follows. The respondents were divided into three groups, innovative group, clothing involvement group, and passive group. Significant differences were found among three segments in terms of age, marital status, education level, and monthly income. With respect to five lifestyle factors, innovative group and clothing involvement group had higher mean scores for rational purchase, personal relationship, and personality pursuit than passive group. However, these two groups showed differences in brand pursuit factor. The benefits of the fashion information app were generated into two factors, information benefit and enjoyment benefit. Innovative group and clothing involvement group had higher values than passive group in these two factors. Finally, innovative group had the highest value on the intention to use fashion information app. This study attempts to provide fundamental information about the potential market segment for managers or marketers developing fashion information apps.

• 한국전자거래학회지
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• 제20권1호
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• pp.99-115
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• 2015

본 연구에서는 스마트폰 소비자들이 추구하는 편익을 바탕으로 스마트폰 소비자들에 대한 세분시장을 파악하고, 각 스마트폰 세분시장에서 중요하게 생각하는 속성을 분석하였다. 연구 결과 스마트폰 소비자들은 실용적 편익과 쾌락적 편익과 함께 네트워크 편익을 추구하고 있으며, 추구편익에 따라 스마트폰 소비자들을 모든 편익 추구 집단, 실용적 네트워크 편익 추구 집단, 쾌락적 네트워크 편익 추구 집단, 비네트워크 편익 추구 집단 등의 4가지 군집으로 구분할 수 있었다. 4가지 추구편익으로 세분화된 스마트폰 소비자 집단별로 중요시 하는 스마트폰 속성들은 단말기 가격, 단말기 브랜드, 단말기 반응속도, 어플리케이션 활용, 요금제, 무선인터넷 연결품질, 동일한 통신사 가입자 수 등의 7가지 스마트폰 주요 속성들 중에서도 다양하게 차이가 나는 것을 확인할 수 있었다. 본 연구는 스마트폰 소비자들이 추구하는 편익의 유형을 분석하여 이제까지 제품에 대한 추구편익의 유형으로 널리 인식되어 온 실용적 편익과 쾌락적 편익의 2가지 유형에 추가하여 네트워크 편익이 중요하게 구분되어 존재하고 있음을 확인한 것, 실용적 편익, 쾌락적 편익 및 네트워크 편익을 추구하는 수준에 따라 특징적으로 구분될 수 있는 스마트폰 소비자 집단을 세분화 하여 각 세분 집단별 차별화 수단을 속성 차원에서 제시한 것 등에서 의의를 찾을 수 있다.

• 한국경영과학회지
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• 제21권1호
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• pp.51-69
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• 1996

We consider a consumer self-selection model in which a regulated firm faces two market segments with differing valuation of quality of telecommunication services and examine some economic implications from the behaviors of the firm. In the context of a regulated monopolist, even though the results depend on the degree of privatization, the firm could lower the quality of the low-end model and reduce the price of the high-end in order to alleviate cannibalization. This justifies the provision of universal service policy in the telecommunications market. Based on this self-selection model, we also analyze an extended model of product introduction and show that the monopolist will introduce new product with the same introduction time of social planner. However, when we consider competition among firms, the market equilibrium may not guarantee the efficient time of product introduction.

• 한국경영과학회지
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• 제24권1호
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• pp.13-25
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• 1999

This paper presents a model of competitive positioning and pricing of new products in a multi-segmented market. The segments in the market are located on a multi-dimensional discrete attribute space with fixed demands. Firms launch products sequentially on the attribute space, incurring fixed and variable costs, and then decide on their product prices. Each firm acts to maximize its profit. Market share of a firm is determined by the position and price of Its product. We provide sufficient conditions for the existence and uniqueness of Nash equilibrium Another equilibrium concept is Introduced and related to the Nash equilibrium. A heuristic algorithm based on genetic algorithms is designed to obtain the Nash equilibrium.

• 수산경영론집
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• 제12권2호
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• pp.61-71
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• 1981

This essay examines the marketing of Fishermen's Cooperative in Korea, and in particular considers the marketing channel of fisheries products, No company can perform by itself all the activities involved in the production and distribution of its products and services to its final markets. It must work with other firm to get the job done. Thus marketing channel firms of the fisheries products include primarily the Fishermen's Cooperative the licensed dealers and tile merchant middlemen, The goal of marketing is in matching of segments of supply and demand. Every producer seeks to the link the marketing channel firms that will help it accomplish its objective best. Therefore this study surveys the three types of marketing channels through tile central market That. is, they are a marketing channel through the terminal market, a marketing channel through the fishermen's cooperative terminal market, and a marketing channel through the private fish market. Consequently the Fishermen's Cooperative can choose to improve in any of tile marketing channel as follows: \circled1 The Fishermen's Cooperative is nominated wholesaler in the terminal market. \circled2 It is abolished to sell by double auction in the production district terminal market and the consuming city terminal market of Fishermen's Coopertive. \circled3 The steady wholesalers in private fish market are entitled to the licensed dealers. \circled4 The Fishermen's Cooperative sponsored voluntary chains join with retailer, supermarkets, consumers' society. Therefore the study of marketing channel of fisheries products can appropriately referred to satisfying needs and wants through exchange process.

• 통상정보연구
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• 제8권1호
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• pp.437-453
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• 2006

Services could move over the world where they want to go. Especially, travel services shared 29.4 percent of total world exports, 625 billion dollars in 2004 (WTO, 2005). Tourism is a very important sector in service trade in the world. Of developing countries, Korea has been experiencing remarkable development in female outbound travel market since the complete liberalization on overseas travels in 1989, with about 3.85 million travelers in 2005, 2,000 percent growth rate over 1988. It means woman's social status has been increasing in Korea. Especially, in the study young housekeepers, solely office ladies, and college students were described as very important market segments in Korean woman outbound travel market. They were not only major decision makers, but also executors because of both enough economic power and social status improvement on small sized family. This study indicated that woman outbound travel market gets larger because their buying power and status are going to go improved in Korean social system. It is recommended that marketers be worth watching Korean woman travellers as a major target market through continuos observation and analysis.

• Management Science and Financial Engineering
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• 제13권1호
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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.

• 유통과학연구
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• 제19권7호
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• pp.75-85
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• 2021

Purpose: This study is focused on analyzing the key reasons why One-brand Shop has been shrinking and Multi-brand shop is rising from the perspective of the trend changes of customer behavior and distribution channel in the Korean cosmetic market. The purpose of this study is to examine the factors influencing the attractiveness of cosmetics distribution channels from a store perspective and a consumer perspective. Research methodology: This study conducted a survey to define the factors that influence the attractiveness of cosmetics distribution channels. A total of 300 samples were investigated. Results: The store factors that influence the attractiveness of the cosmetics distribution channel were product quality, shopping convenience, and store accessibility in the group of single-brand store preferences, and product diversity and store experience in the group of multi-brand store preferences. Conclusions: Core competing factors of One-brand shop include product value, shopping convenience and accessibility. In contrast, Multi-Brand shops offer core competing factors of diversified product portfolio and shop function experience. A new trend has been found that the customer segments of the price-oriented group and the pleasure-oriented group have become the mainstream segments in the Korean cosmetic market. In conclusion, Multi-brand Shops are suggesting better overall customer experiences in terms of distribution channel attractiveness and customer values.

• 디자인학연구
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• 제19권5호
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• pp.243-254
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• 2006

매니아는 트렌드와 소비의 주체라는 점에서 마케팅의 파급력이 크다. 그렇기 때문에 매니아들의 심리적 동인인 니즈와 원츠를 읽어내고 세그먼트를 찾아내는 것이 무엇보다도 먼저 실행되어야 한다. 본 연구는 디지털 제품 매니아 시장세분화에 대한 통찰력을 얻기 위한 탐색적 연구로 혁신적 소비자에 관한 선행연구 스케일들을 이용하여 국내 매니아 커뮤니티의 이용자들이 어떤 성향을 갖는지, 선행연구와 어떤 차이를 보이는지, 그들의 구매우선순위와 가치항목은 무엇인지를 알아낸다. 이를 토대로 매니아 유저를 심층면접한 후 분석하여 새로운 매니아 세그먼트를 발견하고 분류하는 데 연구의 초점을 두었다. 우리나라의 디지털 매니아들이 소비자로서 어떤 구매행태를 보이고, 어떻게 구매로 이르는 의사결정을 하는지, 매니아들의 잠재 니즈는 무엇인지를 해석하고 새로운 매니아 세그멘트를 발견함으로써 디지털 매니아의 성향 및 실태에 대해 접근할 수 있으며 추후에 이뤄질 매니아 타켓 마케팅과 디자인의 전략적 단서를 제시하고자 한다.