가정용 가구시장 세분화에 관한 연구

A Study on the Home Furniture Market Segmentation

This study was carried out to the data basis for the marketing activity which is centered on maximizing satisfaction in consumer and increasing economic profits in furniture industry. Data were surveyed in the spring of 1995 for 199 Taejon residents and 78 Furniture store managers. Variable in market segmentation of home furniture was used as response to the furniture, demographic characteristics, source of information, satisfaction to the furniture. The respondents were divided into 5 segment groups; the name of each marketing segment group through this study as follows: 1)a group depending on price, 2)a group depending on blend, 3)a group depending on utility, 4)a group displaying consumption, 5)a group depending on necessity.