의사결정나무모형을 이용한 소비자그룹 분석: 감귤 소비를 중심으로

Analysis for Consumer Groups Using Decision Tree Model: Focused on Tangerine Consumption

This study aims to inquire into current situation of domestic tangerine consumption and to pro-vide efficient consumption revitalization strategies, based on the results from a consumer survey and the decision tree analysis. The results of the study will provide some guidances for market segmentation, based on consumers demographical characteristics and their preferences. The results show that a consumer group who have the smallest amount of tangerine con-sumption utilize internet, home-shopping, or department store for their shopping. Those who consume the largest amount of tangerine are consumers who purchase it through street stalls or peddlers. A consumer group who heavily depend on surroundings to acquire information is those who work out regularly or who are interested in exercises/health. A consumer group who are interested in entertainment/amusement, culture/arts, sports, economy/ investment acquire in-formation through various routes.