한우 소비자의 구매형태별 요인분석과 시장세분화에 관한 연구

(A Study on Segmentation and Factor Analysis of Purchasing Mechanisms used by Hanwoo’s Consumers)

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.