휴대폰단말기의 시장세분화 분석에 관한 연구
A Study on Market Segmentation of Mobile Phones
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초록
본 연구는 휴대폰단말기의 내수시장 시장세분화 분석을 시도하였다. 분석은 세 단계로 진행되었다. 첫 번째 단계에서 추구편익의 차이에 따라 휴대폰단말기 시장은 ‘즐거움 집단’, ‘복수편익 집단’, ‘이미 지 집단’, ‘기본편익 집단’의 네 세분시장으로 구분이 가능하였다. 두 번째 분석단계에서는 이들 네 개 의 추구편익 기준 세분시장들 사이에 사회심리 특성 및 인구통계 특성의 프로파일에 뚜렷한 차이가 있음이 관찰되었다. 그리고 세 번째 단계에서 추구편익 및 인구통계 변수 기준의 세분시장들 사이에 는 구매 관련 정보입수경로, 사용 장소, 제품속성에 대한 중요도 인식, 구입가격 등 휴대폰단말기 구 매소비행동 특성의 차이가 매우 현저한 것으로 나타났다. 결론적으로 기본적인 마케팅 분석도구인 시 장세분화 분석이 휴대폰단말기의 경우에도 아주 적절히 사용될 수 있음이 확인되었다.
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 across the four segments to a significant extent. 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, primary usage place, importance cognition for product attributes, and preferences. In conclusion, it was confirmed that market-segmentation analysis can be utilized as a basic analysis tool for successful marketing of mobile phones.
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