파크골프 이용자의 참여동기에 따른 시장세분화 분석
Market Segmentation Analysis based on Park Golf Users’ Participation Motivations
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The purpose of this study was to empirically analyze market segmentation based on the motivations of Park Golf users. To achieve this goal, data was collected from 187 users who were members of Park Golf associations in the Chungcheong and Gyeongsang regions using a pre-surveyed instrument. The following results were obtained: Firstly, in deriving motivation factors for Park Golf participation to segment the market, four valid clusters were identified. Cluster 1 was categorized as the ‘Health Improvement through Social Interaction group,’ Cluster 2 as the ‘Achievement through Technological Advancement group,’ Cluster 3 as the ‘Comprehensive Participation group,’ and Cluster 4 as the ‘Externally-oriented Display group.’ Cluster 3 had the highest sample size with 84 members. Secondly, in terms of market segmentation characteristics based on Park Golf participation motivations, differences were observed in the frequency of participation within the motivation clusters. Cluster 2, the ‘Achievement through Technological Advancement group,’ exhibited the highest tendency in terms of individual participation frequency. In conclusion, the motivations of Park Golf users were categorized into four distinct characteristics, suggesting that marketing strategies for market segmentation should be tailored to these characteristics to accurately approach the target audience
Abstract
The purpose of this study was to empirically analyze market segmentation based on the motivations of Park Golf users. To achieve this goal, data was collected from 187 users who were members of Park Golf associations in the Chungcheong and Gyeongsang regions using a pre-surveyed instrument. The following results were obtained: Firstly, in deriving motivation factors for Park Golf participation to segment the market, four valid clusters were identified. Cluster 1 was categorized as the ‘Health Improvement through Social Interaction group,’ Cluster 2 as the ‘Achievement through Technological Advancement group,’ Cluster 3 as the ‘Comprehensive Participation group,’ and Cluster 4 as the ‘Externally-oriented Display group.’ Cluster 3 had the highest sample size with 84 members. Secondly, in terms of market segmentation characteristics based on Park Golf participation motivations, differences were observed in the frequency of participation within the motivation clusters. Cluster 2, the ‘Achievement through Technological Advancement group,’ exhibited the highest tendency in terms of individual participation frequency. In conclusion, the motivations of Park Golf users were categorized into four distinct characteristics, suggesting that marketing strategies for market segmentation should be tailored to these characteristics to accurately approach the target audience
참고문헌 (33)
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