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A Study of Market Segmentation of Optical Shop Based on Customer's Values

고객의 가치관에 따른 안경원의 시장세분화에 관한 연구

Lee, Jung-Kyu;Cha, Jung-Won
이정규;차정원

  • Received : 2015.11.02
  • Accepted : 2015.11.26
  • Published : 2015.12.31

Abstract

Purpose: We analyse characteristics of optical shop customer's segmented market by using clustering analysis, and we expect it would be a useful indicator of marketing strategy for optical shops. Methods: Survey was conducted from March 10 to March 31, 2015. The survey asked customers who have visited optical shops in Seoul and Northern Gyeonggi-do regions, and analyzed by utilizing SPSS v.10.0 statistical package program. The analysing methods are frequency analysis, factor analysis about variable of values, clustering analysis for market segmentation, and crosstabs. Results: The market is segmented based on values. In the process of establishing marketing strategy, it is useful to establish strategy by classifying customers into 3 types of cluster; "middle level value oriented cluster", "high level value oriented cluster", "high level value oriented and non-religious cluster". In marketing strategy of progressive lenses, it turned out that the most important strategy is to target self-employed person in "middle level value oriented cluster". Conclusions: As a result of market segmentation by using clustering analysis, it was classified into 3 types of cluster, and we found that most important customer for progressive lenses is self-employed person in "middle level value oriented cluster" who is more than 41 years old.

Keywords

Values;Clustering analysis;Market segmentation;Optical shop

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