추구편익에 따른 지역축제 시장세분화에 관한 연구: 2006 경주 한국의 술과 떡잔치를 중심으로
A Study on the Regional Festival Market Segmentation by Benefit Sought: A case Study of Korean Traditional Drink & Rice Cake Festival 2006 in Gyeongju
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Recently, in korea, the deep study on important factors affecting market segmentation to find out festival participants’ needs and wants has been carried out neglectly. In order to identify the problem stated the above, this surveys consider using "benefit sought" attracting special concerns in the study on market segmentation. Therefore, this paper focuses on the analysis of the classification, and offers the alternative ways. I define the examines the participants of 10s to 50s of Korean Traditional Drink & Rice Cake Festival in Gyeong-ju. Convenience Sampling Method, non-probability sampling, was used as Sampling Method. 300 question sheets were distributed and 286 were answered(95.3%). But only 265 sheets(88.3%) were analysed at last. I used SPSS PC Ver 12.0 for analysing the data, Frequency Analysis, Descriptive Analysis, Factor Analysis, Reliability Analysis, Cluster Analysis, Multiple Regression Analysis were used. I segmented Festival Markets according to the benefit sought of Festival Participants of Korean Traditional Drink & Rice Cake Festival in Gyeong-ju. By valuing and analysing its availability I surveyed the probability of practical uses. So I would like to give some method to use this result strategically noticing benefit sought of market segmentation.
Abstract
Recently, in korea, the deep study on important factors affecting market segmentation to find out festival participants’ needs and wants has been carried out neglectly. In order to identify the problem stated the above, this surveys consider using "benefit sought" attracting special concerns in the study on market segmentation. Therefore, this paper focuses on the analysis of the classification, and offers the alternative ways. I define the examines the participants of 10s to 50s of Korean Traditional Drink & Rice Cake Festival in Gyeong-ju. Convenience Sampling Method, non-probability sampling, was used as Sampling Method. 300 question sheets were distributed and 286 were answered(95.3%). But only 265 sheets(88.3%) were analysed at last. I used SPSS PC Ver 12.0 for analysing the data, Frequency Analysis, Descriptive Analysis, Factor Analysis, Reliability Analysis, Cluster Analysis, Multiple Regression Analysis were used. I segmented Festival Markets according to the benefit sought of Festival Participants of Korean Traditional Drink & Rice Cake Festival in Gyeong-ju. By valuing and analysing its availability I surveyed the probability of practical uses. So I would like to give some method to use this result strategically noticing benefit sought of market segmentation.