Consumption market research was conducted on gradually increasing vegetarians using various selection attributes. Factors were extracted to identify vegetarian selection attributes and to divide the study cohort into groups, continuous variables (health, animal welfare, eco-friendliness, religion, familiarity, convenience, stability, and cost) and categorical variables (age, marital status, vegetarian duration, and vegetarian frequency) were simultaneously subjected to two-step cluster analysis. Cluster 1 contained high proportions of 20-29 and 30-39 year-olds, which are MZ-generation age groups. A high proportion had a vegetarian duration of 1-3 years, and the popular reasons for vegetarian selection were animal welfare and eco-friendliness. Cluster 2 contained high proportions of 50-59 and 40-49 year-olds, and many in this cluster were married, and mean vegetarian duration was ≥15 years. In addition, significant differences were observed between Clusters 1 and 2 in terms of religion, health, familiarity, cost, stability, and convenience. This study should contribute significantly to predicting vegetarian consumers’ selection decisions and consumption behaviors and provide reliable marketing data for foodservice companies that develop vegetarian foods.

The purpose of this study was first, to clarify the clothing benefits that Uzbek female college students seek through clothing products; and second, to determine whether there is a difference in clothing involvement and clothing purchasing behavior according to the type of clothing benefits. Data were collected from 290 female university students from Tashkent, Uzbekistan, and analyzed using factor analysis, K-means group classification analysis, ANOVA, Duncan test, χ2-test, and frequency analysis. Respondents were classified into four types according to their clothing benefits: individuality/economy-pursuit, comfort-pursuit, fashion/brand-pursuit, and indifference. Significant differences were identified in terms of clothing involvement, information sources, clothing evaluation criteria, clothing store attributes, clothing wearing conditions (including monthly clothing expenses), number of purchases per year, clothing purchase location, clothing preference style, and clothing dissatisfaction. The fashion/brand-pursuit and personality/economy-pursuit types were influenced more by fashion and symbolism of clothing involvement, information sources, clothing evaluation criteria, and clothing store attributes. The individuality/economy-pursuit type purchased more frequently, spent more monthly clothing expenses, and used the internet. Clothing store attributes were considered more important by female students than the other attributes. In these results, clothing benefits were identified as consumer characteristics of female Uzbek college students and market segmentation was determined. In addition, it is meaningful in providing basic data for efficient marketing activities and minimizing trials and errors in establishing local-friendly strategies for target customers in different cultures.

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, χ 2 test, cluster analysis and ANOVA test.

The aim of this study is to examine profiles of consumers in Thai seaweed market segments. A total of 321 consumers were surveyed in bangkok, thailand. The multiple regression analysis performed indicates that consumer preference toward seaweed snack is significantly influenced by seaweed consumption frequency. The cluster analysis performed indicates that there are three segments based on consumer purchasing attributes toward seaweed snack : leading type, pursuing type, beginner type. The results show that there are consumer segment with different purchasing attributes level and seaweed preference. in this study Thai seaweed market’s biggest consumer is leading type consumer(n〓40.8%) that have high level of purchasing attributes toward seaweed snack when compared to other segments. pursuing type segment(n〓27.4%) consists of consumers who have low level of purchasing attributes but have high consumption frequency. beginner type segment(n〓31.8%) consists of consumers who rarely eat seaweed snack and have high price sensitivity. This study can inform Thai seaweed consumer’s behavior and effective segment market strategies and target consumer based on purchasing behavior toward seaweed snack.

The purpose of this research paper is to segment seafood market and find the factor and process that divide the segment market. Cluster analysis and in-depth interview was performed to identify meaningful segment market. The result of the research found three segment market such as seafood integration familiarity group, domestic seafood familiarity group, seafood unfamiliarity group. Seafood integration familiarity group is active consumer that consume both domestic and imported seafood at home. This group have high preference and familiarity about seafood. Seafood familiarity group purchase imported seafood for the reason that imported seafood is cheaper than domestic seafood and have similar quality level. Domestic seafood familiarity group consume mostly domestic seafood and not purchase imported seafood for the reason that imported seafood have low quality and safety. This group have high preference and familiarity about seafood. Seafood unfamiliarity group is low preference group about seafood and seldom eat at home. This study found that the main factor that divide segment market is seafood familiarity that formed by experiencing seafood in youth and seafood familiarity is main factor that determine consumption degree of seafood at home.

This study aimed to segment Chinese fisheries consumer market by means of cluster analysis based on Shanghai region consumers. The survey is conducted to 350 shanghai people on March 17－21 in 2014 and investigate demographic characteristics and consumer’s behaviors unique to each segmented market by preference, labelling, quality, price, safety. The result of cluster analysis identified four market segments such as Catering type market, Worth pursuing type market, Substance pursuing type market, Trend pursuing type market. Catering type market is a passive fisheries consumption market and is not high attractive for Korea fisheries export market. Value pursuing type market consider importance to labelling, origin, brand and require high-quality and differentiation strategies. This market’s main target species are high price fisheries such as tuna, salmon, crocker. Substance pursuing type market consider fisheries’s safety and quality and purchases more popular fisheries such as crocker, hairtail, promfret, mackerel, squid. Trend pursuing type market’s consumers prefer to purchase brands and trendy seafood rather than taste.

This study aims to subdivide consumers by attributes determined mainly by consumers of fresh ginseng. It is to compare and analyze the characteristics by cluster, and to deduce the implications on distribution and marketing. For this study, a survey was conducted targeting 250 consumers of fresh ginseng. The factors were deduced through performing the exploratory factor analysis on the results of the survey, and the consumers of fresh ginseng were classified through cluster analysis. As a result of the study, the attributes considered for the purchase of fresh ginseng were condensed to the three factors: physical characteristic factor, safety factor, and cultivation indication information factor. With these as the standard, the consumers of fresh ginseng were subdivided into the three clusters: safety-oriented consumption type, label-centered consumption type, and high involvement consumption type. It was found that there were differences in demographic characteristics and attributes considered for purchase of fresh ginseng by cluster analysis. This study suggests the implications for revitalization of the fresh ginseng industry by subdividing consumers of fresh ginseng and suggesting the characteristics by cluster.

This study attempted to identify differences in Korean food consumption behaviors between groups of Japanese consumers segmented in accordance to their food-related lifestyles. This study was performed to provide Korean food service companies basic information to implement a strategy for the globalization of Korean food. As a result of the empirical analysis, the food-related lifestyles of Japanese consumers were deduced to the following four factors: "health and safetyoriented lifestyle", "palate and safety-oriented lifestyle", "economic efficiency-oriented lifestyle", and "simplicity-oriented lifestyle". Further, as a result of the cluster analysis, food-related lifestyles were classified into the following three groups: "a group highly interested in food-related life", "an economic efficiency-oriented group", and "a simplicity-oriented group". Second, there were significant differences in demographic characteristics and the characteristics of Korean food consumption behaviors between the groups. Third, also in a comparison of satisfaction with and loyalty to Korean restaurants with crucial attributes during the selection of Korean food, there were significant differences between the groups. Therefore, it is necessary to develop various Korean food products that will cater to Japanese consumers in accordance with each segmented group.

This study divided consumer food-related lifestyles into five types: health-oriented, convenience-oriented, safety-oriented, economics-oriented, and taste-oriented. According to this grouping, we separated the lifestyles into low-interest, safety and economics-oriented, taste-oriented, and high-interest. The results showed that the safety and economics-oriented group was the largest, whereas the taste-oriented group was the smallest. The results also showed that Korean food consumer behavior and satisfaction differed significantly among the groups, and that the high-interest food-related life group exhibited the highest satisfaction. This study is significant because it segmented the local Korean food market, applied food-related lifestyles, and examined submarket characteristics.

최근 온라인 게임 이용자가 기하급수적으로 증가하는 초기 진입단계를 지나 현재 성장세가 둔화되는 현상을 나타내고 있다. 게임 시장 성장단계에서 성숙단계로 진입한 것을 단적으로 나타내는 증거로 판단된다. 성숙단계의 온라인게임시장에 대한 철저한 분석과 전략수립 없이는 시장 진입 및 기업 성과를 이끌어 내는데 걸림돌로 작용할 것이다. 이에 게임 산업 내 기업들은 온라인 게임 시장에 대한 정보를 파악하는데 시간과 자원을 투자하고 있다. 그러나 시장을 이해하기 위한 대표적 정보인 시장 세분화에 대한 연구가 미비하다. 학계나 산업계에서는 기존 게임시장세분화에 관한 연구와 보고서가 진행되고 있으나 게임 시장에 대한 전반적인 기초적 수준의 정보를 제공하고 있으며, 정보 또한 제한적인 내용이 많아 산업 내 기업들이 실무적 도움을 주고 있지 못하고 있는 것이 현실이다. 따라서 본 연구에서는 기존 연구에서 나타난 한계점을 보완하고 향후 연구에 기반이 되고자 기존 시장 세분화의 기준변수와 설명변수의 고찰하고 온라인 게임 시장 세분화 변수를 추출하여 온라인 게임 시장세분화를 수행하는데 있어 적합한 기준을 제시하고자 한다.

This study is intended to investigate the wine consumers' reason of drinking and purchasing behavior according to their product involvement. Questionnaires were obtained from wine consumers at wine retailer stores. Trained researchers of this particular study conducted survey and finally 230 questionnaires were analyzed using SPSS package program(v.12.0). The subjects were categorized three different groups(high, medium, and low) based on their wine involvement. The further analysis showed that differences in reasons of wine drinking and purchasing behavior according to their involvement levels, and the characteristics of three segments were summarized at the end of the results. Consumers in high involvement drink wine mainly because they wanted to enjoy various wine experiences and have abundant knowledge for wine. Consumers in medium and low involvement would like to drink due to enjoyment of wine drinking. Expenses of purchasing, quantity and frequency of wine purchasing, country of origin, and sources for wine information showed differences among three consumer groups, but differences were not presented in type of wines and purchasing place by consumers' wine involvement.

1996년까지 급속한 산엽발전과 소비패턴의 고급화로 안정적이었던 안경 산업의 구 조가 1997년 경제위기 이후에 살아나던 경제활동이 최근 장기적인 불황으로 소비자 의 구매심리 위축을 가져와 안경 착용 인구의 증가에도 볼구하고 안경원의 수익구조 가 악화되고 무분별한 대형할인매장의 출현으로 과당 과열 경쟁 및 공산품과 의료용 구의 결합인 안경제품의 질적 하락이 나타나고 안경원의 목표 고객에 대한 표적 마 케팅 (Target Marketing) 보다는 다양한 고객을 대상으로 하는 대량 마케팅 (Mass Marketing) 에 집중하다보니 재고안경테와 안경렌즈에 대한 부담을 가지게 되고 그 결과 안경원의 구매심리도 위축되어 전반적인 안경 산업의 매출감소를 가져오고 소 비자의 구매의사결정에 혼란을 주고 있는 상황이다. 이러한 상황에서 급속한 소비시장의 침체로 인한 안경원의 매출감소 및 대형할인 매장의 저절불량렌즈의 저가유통으로 인한 피해를 줄이고 고객의 요구를 정확히 파 악하고 낙후된 마케팅환경에 변화를 꾀하고자 안경구매자가 어떤 동기와 이유에서 안경을 선택하며 구매의사결정에 있어서 중요한 변수가 무엇인지를 밝히고 특정 안 경원의 고객을 구매변수에 따라 세분화하여 안경원의 마케팅 전략수립에 유용한 시 사점을 찾아보았다. 따라서 특정 안경원을 방문하는 고객들이 어떠한 변수에 따라 세분화되는지 알아 보기 위하여 5개의 세분 집단으로 나누었고 각각의 집단이 어떠한 변수에 관섬을 가 지고 있는지 분석하였다. 본 연구는 시장을 세분화하여 목표 시장을 만족시킬 수 있는 요인들을 분석하고 세분화 집단별 요언을 분석하여 안경원 경영에 시사점을 주고자 하였다.

시장의 글로벌화는 시장환경을 급격히 변화시키고 있다. 따라서 본 연구는 이에 부응하여 디자인을 통해 글로벌경쟁우위를 차지하려 노력하는 글로벌 기업들을 위해 글로벌 디자인 프로세스를 제안하고자 한다. 본 연구는 글로벌 소비자문화의 의미구조와 이동의 관점에서 글로벌 세분시장을 구성하는 글로벌 소비자문화, 글로벌 디자인 및 글로벌 세분시장을 구성하는 소비자간의 순환적 인과구조를 규명하여 글로벌 디자인을 위한 새로운 연구의 틀을 창조한다. 그리고 이를 바탕으로 소비자들이 선호하는 디자인을 위해서 글로벌 소비자문화-기반 글로벌 디자인 프로세스를 제안하는 데 목적이 있다. 연구목적을 위해 먼저 글로벌 세분시장과 글로벌 소비자, 글로벌 소비자문화 및 글로벌 디자인을 고찰한다. 그 다음 이들 간의 인과구조를 규명하기 위해 이론적 고찰로서 McCraken의 제품의 문화적 의미구조와 이동에 관한 이론을 적용하여 그것을 바탕으로 연구의 틀을 구성한다. 그리고 글로벌 소비자문화 중 10대 청소년의 글로벌 문화에 대한 2차 자료를 바탕으로 사례연구를 진행한다 마지막으로 연구의 결과로서 글로벌 소비자문화-기반 글로벌 디자인 전략을 제안하고 미래 연구를 위한 방향을 논의한다.

The present study aims to analyze factors of brand equity in the retail stores in Vietnam; to recognize sub-dimensions connected with the forms of brand equity and thereby study the extent of the relationship among bases of market segmentation and brand equity. The present research made a collection of data by conducting a preliminary study. Responses were collected from the customers through a structured questionnaire to buy goods and services from the retail store in Vietnam. The sample size selected for the study was 196. The study applied various statistical tools, namely, Cronbach’s Alpha for reliability checking, correlation and regression statistics with the support of SPSS Software. The brand association is treated as a vital determinant of brand equity that significantly influences the bases of market segmentation. Further, the study also recognized the fact that the majority of consumers who prefer to buy from retail stores are young and in the age-group of 18-24 years. The present study made an initial attempt to study the relationship among bases of market segmentation with the factors related to brand equity; thereby to offer a novel conceptual framework designed for retail stores in Vietnam for brand positioning.

Purpose - This study surveys factors such as lifestyles, nutritional status, physical indicators, and physical fitness levels that affect the health of seniors over the age of 65 and based on the collected data attempts to create a senior health index model that provides health service information, help support seniors’ successful aging, and improve their quality of life. Research design, data, and methodology – This paper conducted the development for senior health index model and the cross validity verification to examine the status of senior health level, and aimed at setting the health status evaluation criteria. Seniors 384 usable data were analyzed. Results – As an attempt to segment the senior health service market, I divided the results of this study based on measurability, accessibility, disparity between groups, and the size of the potential client base. I divided the senior market into five subgroups: very healthy, healthy, normal, weak, and very weak. Conclusions - The findings of this study may prove useful in preparing for the forthcoming super-aged society through segmentation of the senior market, understanding differences between groups with different health conditions, and discovering effective marketing strategies that meet the demands of different senior groups.

청소기 제품을 구매하는데 중요한 요소는 디자인이다. 시각적인 매력과 흥미를 유발해야 관심을 끌게 되기 때문이다. 하지만 다양한 계층의 소비자를 하나의 디자인으로 대체할 수는 없다. 따라서, 많은 소비자에게 다양한 청소기 디자인제품을 제공하기 위하여 청소기 제품의 인식구조분석을 통한 청소기 시장의 세분화를 분석한다. 그리고 전략을 연구하여 소비자의 계층별 디자인 방향을 제안하는 것이 연구의 방향과 목적이다. 연구범위 및 방법은 우선 소비자의 다양한 계층에 따른 행 동 및 청소기 제품에 관한 환경을 연구한다. 제품 구매과정을 탐색하고 제품 보유 및 사용실태를 연구한다. 이에 따른 제품의 인식구조를 분석한다. 청소기에 대한 이미지와 청소기 제품의 속성 및 소비자의 지각을 분석하는 것이다. 따라서 시장의 세분화 전략을 세우는 것이다. 시장의 세분화 방법과 군집성향을 분석하여 연구한다. 청소기 디자인에 대한 인식구조를 통 한 소비자의 세분화 계층을 분석, 연구하여 디자인의 개선된 방향을 제안하는 것이다.