차(茶)소비자의 구매 선택속성에 따른 시장 세분화 연구

A Study on Market Segmentation by Selection Attributes of Tea Consumers

Nowadays, the preference for and consumption of tea are increasing in response to well-being trends. The purpose of this study was to segment tea consumers by selection attributes. Specially, this study attempted to segment the tea market using a cluster analysis to explore the differences between segments with respect to demographic variables and behavioral variables. To accomplish this, the researcher used a total of 189 copies of questionnaires for analysis and collected the data by random sampling in the metropolitan area. The data were analyzed using SPSS 15.0. Literature review was done to measure the selection attributes of tea. As for the selection attributes of tea, three factors (‘manufacture’, ‘flavor’ and ‘brand’) were extracted. Three distinct segments were identified by factor-clustering methods: ‘low quality expectation’, ‘high quality expectation’, and ‘average quality expectation’. Additionally some marketing implications for tea were suggested.