컨조인트 분석기법을 이용한 공동주택 옥외공간의 선호도분석을 통한 표적시장 선정

Using Conjoint Analysis on the Market Segmentation about the People's Preference of the Outdoor Space in Multi-Family Housing - Comparative Analysis on Metropolitan Region and Regional Region -

The purpose of this study is to find the preferred properties of potential users for the outdoor space of the multi-family housing complex and to select the target market through market segmentation. we’ve conducted conjoint analysis to compare metropolitan region and regional region. There are 4 attributes for outdoor spaces communication space, Well-being space, cultural space and childcare and educational space. Each attributes are divided into 3 levels so there are a total of 12 levels. For above 12 items, we’ve composed of a combination of a total of 11 outdoor space (including 2 holdout cards) by using the orthogonal array. The respondents have indicated the priority of each combination from 1 (most preferred combination) through 11(least preferred combination). The survey result will calculate the importance of property and the benefit value of property level by using conjoint analysis technique to find out which properties the potential user of the outdoor space of the multi-family housing complex will emphasize and select. Then will conduct the market segmentation by correlating the statistical properties by non-hierarchical cluster analysis. Thus, select the type of outdoor space for each target market according to the characteristics of their type. The subdivided target market divided into three kinds by considering the demographic variables. We’ve used SPSS 12.0 as statistical package. This study has identified the need and the preference of metropolitan region and regional region for the outdoor space and has derived the utility value of outdoor space and has selected the target market. In addition, we’ve surveyed and analyzed the preference of the outdoor space from the multi-family housing buyers so this can be used as a data for planning and designing the outdoor space when establishing a differentiated strategy for apartments, which meets a rational and logical basis to fulfill its need.