인삼주 제품의 효과적 시장세분화 전략에 관한 연구

A Study on The Effective Market Segmentation Strategy of Insamju

This study dealt with a market segmentation strategy for consolidating the position of insamju which is being stagnant in alcoholic market. In conducting market segmentation of insamju, a priori segmentation method using lifestyle and a post hoc segmentation method using product benefit were considered simultaneously. The results from two methods were compared to determine much more effective way for segmenting insamju, and finally, the latter one was chosen for segmenting insamju because it showed much discriminations among segments. By the post hoc segmentation method, insamju market was divided into 3 segments: large capacity preference group, low price preference group, and small capacity preference group. Among 3 segments, the first one which is characterized by 40 aged married males was chosen as a primary target and the third one which is characterized by highly educated 20∼30 aged professionals was chosen as a secondary target through the evaluation of segment attractiveness. For positioning insamju in the segments, perceptual map of alcoholic product based on the respondent's perception was made. It consisted of 3 dimensions: dignity, popularity and peculiarity. On the perceptual map, it was proved that the ideal vector to position insamju effectively in primary target was to reinforce popularity and to dilute dignity and peculiarity.