A Study on Market Segmentation of Mobile Phones
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초록
This study attempted to conduct a market-segmentation analysis for the Korean domestic market of mobile-phone handsets. The analysis was implemented in three steps. The first step was to identify the market segments based on the benefits sought. The market was grouped into four segments: the joy group, multi-benefit group, image group, and basic-benefit group. The second step was to describe these segments' socio-psychological and demographic profiles. The profiles appeared to vary significantly across the four segments. The third step was to explore the differences in buying behaviors between the market segments based on the benefits sought and demographic characteristics. The market segments exhibited a significant level of heterogeneity in virtually all aspects investigated: purchase-information sources, purchasing cycle, purchasing price, place of primary usage, the perceived importance of product attributes, and preferences. In conclusion, it was confirmed that market-segmentation analysis could be utilized as a basic analysis tool for the successful marketing of mobile phones.
Abstract
This study attempted to conduct a market-segmentation analysis for the Korean domestic market of mobile-phone handsets. The analysis was implemented in three steps. The first step was to identify the market segments based on the benefits sought. The market was grouped into four segments: the joy group, multi-benefit group, image group, and basic-benefit group. The second step was to describe these segments' socio-psychological and demographic profiles. The profiles appeared to vary significantly across the four segments. The third step was to explore the differences in buying behaviors between the market segments based on the benefits sought and demographic characteristics. The market segments exhibited a significant level of heterogeneity in virtually all aspects investigated: purchase-information sources, purchasing cycle, purchasing price, place of primary usage, the perceived importance of product attributes, and preferences. In conclusion, it was confirmed that market-segmentation analysis could be utilized as a basic analysis tool for the successful marketing of mobile phones.
참고문헌 (12)
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