DOI QR코드

DOI QR Code

The Analysis of segmented Group Characteristics about Beer Customer's Purchase Motivation

맥주 소비자의 구매동기에 따른 시장세분화

Min, Ha-Na;Kim, Youn-a;Heo, Youngji
민하나;김윤아;허영지

  • Received : 2019.04.02
  • Accepted : 2019.05.14
  • Published : 2019.06.30

Abstract

This study explore the market segmentation based on beer consumers' purchase motivation 1) to analyze beer consumers and markets more closely and 2) to demonstrate the characteristics of each market segment and contribute to marketing strategies with beer consumer segment. Using -administrated questionnaires asked questions recognizable beer purchase within 6 months by over 20-years-olds, this study 201 surveys online 22 days. The results as follows: beer consumers' purchase motivation consisted of three factors enhancement, social orientation, and value enhancement. Cluster analysis based on beer purchase showed that there were three groups motivation multi-motivation and motivation group based on average value of beer purchase motive factors and relative load per factor. demographic,beer drinking characteristics and group difference according to cluster gender and monthly average income, and beer drinking characteristics also significantly different by preferred beer, preferred beer type, occasion and drinking place.

Keywords

Beer;purchase motivation;market segmentation

References

  1. Bae JH, Lee JJ, Park JS. 2014. A Study on Customer Satisfaction for Segmented Groups of Coffee Shop Attributes. The Korea Academic Society of Tourism and Leisure. 26(1):375-390
  2. Baek UC, Moon JS. 2006. A Study on the relation between wine choice attributes and personal value. Wine sommelier studies. 2(1):37-51
  3. Cho jp, Lee DM, Jeong JS. Moon JH. 2014. The Factors of Consumers' Taste Preferences for Beer and Change in Attitude: Focusing on the Korean Consumers' Preference for Imported Beer. Journal of Foodservice Management. 17(3):7-30.
  4. Heo YJ. 2017. The Analysis of the Relationship between Consumer's Purchase Motivations and Selection Attributes for Myself Generation-Focusing on Differences between Domestic and Foreign beer Preferences-. 16(4):271-288
  5. Hong MN, Hong DG, Kim KH, Kim JH. 2016. The Effect of Ginger Carbonated Water Swallow on Suprahyoid Muscle Activity in Stroke with Dysphagia Patient. Institute of Special Education & Rehabitation Science. 55(3):505-516 https://doi.org/10.15870/jsers.2016.09.55.3.505
  6. Jeon YM. 2003. (A) study on the service quality as foodservice market segment : focus on market segment for life style. Graduate School of Kyong Gi University. Master Thesis
  7. Jung IH. 2017. How do pub owners choose his or her beer?: B2B market segmentation based on their choice attributes on draft beer. Department of Food Service Management Graduate School of Kyung Hee University. Master Thesis
  8. Jung YH. 2008. Differences of Wine Selection Attributes and Satisfaction Based on Wine Purchase Motives Segmentation. Journal of Foodservice Management. 11(2):243-264
  9. Jung HW. 2013. Wine selection attributes and purchase motives according to the drinker groups. Graduate School of Sung shin Women University. Master Thesis
  10. Kang KS. 1998. (An) Empirical study on the Beer market segmentation: Centering around the Cheju City. Graduate School of JeJu University. Master Thesis
  11. Kim DJ, Guo YC, Kim HJ. 2015. A positioning study of major beer brands in the Korean market based on college students' perceptions. FoodService Industry Journal. 11(3):7-17
  12. Kim HB, Cho SE. 2007. Impacts of Consumer's Lifestyle on the Choice Attributes of Beer. 19(3):187-204
  13. Kim HJ. 2015. A study on market segmentation by beer selection attributes and lifestyle. Graduate School of Kyung Hee University. Master Thesis
  14. Kotler P, Armstrong G, Harris L, Piercy N. (2005). Principles of marketing. 4. European ed. Harlow: Financial Times
  15. Lee GW, Lee IS. 2014. A Study of Market Segmentation of Coffee Buying Motivations. International Journal of Tourism and Hospitality Research. 28(8):135-143
  16. Maeng JY. 2012. A Study on the Wine Market Segmentation by Purchasing Motivations. Graduate School of Se Jong University. Master Thesis
  17. Son IN, Kim YS. 2008. Research on Market Segmentation by Beer Franchise Restaurants Selection Attribution. The Korea Contents Society. 8(10):351-360 https://doi.org/10.5392/JKCA.2008.8.10.351
  18. Song SI. 2017. Undergraduate students' beer consumption behavior according to food-related lifestyle. 7(103):229-241