지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
The main purpose of this study is to conduct market segmentation of the condominium membership based on the benefits sought, using cluster analysis. Empirical data were collected by a house-visiting face-to-face interview. The area where the survey was conducted was Seoul and 4 new towns in the Metropolitan Seoul area, including Kwachon, Bundang, Ilsan, and Pyongchon.
The result shows that Brand-preference group mainly consists of men of age 20-40. Their intentions to purchase membership were high. Their lifestyles were ‘adventurous’ and ‘self-conscious’. On the other hand, real-benefit seeking group mainly includes housewives of age 40-60. Their intentions to purchase membership were average. Their lifestyles were ‘adventurous’, ‘planning’, ‘leisure-oriented’, and ‘rational’.
The findings of this study could be used to build more effective promotion strategy for the condominium membership market.
The result shows that Brand-preference group mainly consists of men of age 20-40. Their intentions to purchase membership were high. Their lifestyles were ‘adventurous’ and ‘self-conscious’. On the other hand, real-benefit seeking group mainly includes housewives of age 40-60. Their intentions to purchase membership were average. Their lifestyles were ‘adventurous’, ‘planning’, ‘leisure-oriented’, and ‘rational’.
The findings of this study could be used to build more effective promotion strategy for the condominium membership market.
목차
ABSTRACT
Ⅰ. 序論
Ⅱ. 市場細 分化에 관한 考察
Ⅲ. 콘도미니엄 會員券 市場
Ⅳ. 實證分析과 考察
Ⅴ. 結論
註
參考文獻
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UCI(KEPA) : I410-ECN-0101-2009-539-017493995