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

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


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.


Beer;purchase motivation;market segmentation


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