한우 소비자의 구매형태별 요인분석과 시장세분화에 관한 연구

• 영문명: (A Study on Segmentation and Factor Analysis of Purchasing Mechanisms used by Hanwoo’s Consumers)
• 발행기관: 한국농식품정책학회
• 저자명: 최현호(Hyun-ho Choi) 천동원(Dong-weon Choen) 서동균(Dong-kyun Seo) 신정섭(Jung-sub Sin) 이상덕(Sang-duck Lee)
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 40권 4호, 1062~1082쪽, 전체 21쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2013.12.31

영문 초록

This study segments the markets by lifestyle of the Hanwoo consumers and segments the Hanwoo consumers into different types to look at the population characteristics through empirical testing to find the appropriate marketing strategy for detailed markets. As study results, the lifestyle divides into the five factors of taste- and pleasure-oriented, quality-oriented, affordable price-oriented, health-oriented, and country of origin-oriented, and the market divides into the four detailed submarkets of conservatism, LOHAS-ism, gourmandism, and cheap-ism. By analyzing results to see whether there are any differences in demographic characteristics, consumption characteristics, and consumer needs from detailed markets, a difference, which can derive the marketing strategy, was found in the consumption behavior by each group. The result of this study has practical meaning because it segments the markets of the Hanwoo consumers by their lifestyles and provides the basic information to establish the suitable marketing strategy of the specific characteristics of the submarkets.

목차

Ⅰ. 서 론

Ⅱ. 선행연구 고찰

Ⅲ. 연구 방법

Ⅳ. 한우 소비자 라이프스타일에 따른 시장세분화 분석

Ⅴ. 한우 소비 세부시장별 특성 및 소비자 Needs 분석

Ⅵ. 요약 및 결론

키워드

Hanwoo Lifestyle Market Segmentation Marketing Strategy