• Journal of Distribution Science
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• v.8 no.3
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• pp.27-35
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• 2010

As the population, buying power, and intensity of self-expression of the elderly generation increase, its importance as a market segment is also growing. Therefore, the mass marketing strategy for the elderly generation must be changed to a micro-marketing strategy based on the results of sub-segmentation that suitably captures the characteristics of this generation. Furthermore, as a customer access strategy is decided by sub-segmentation, proper segmentation is one of the key success factors for micro-marketing. Segments or sub-segments are different from sectors, because segmentation or sub-segmentation for micro-marketing is based on the homogeneity of customer needs. Theoretically, complete segmentation would reveal a single voice. However, it is impossible to achieve complete segmentation because of economic factors, factors that affect effectiveness, etc. To obtain a single voice from a segment, we sometimes need to divide it into many individual cases. In such a case, there would be a many segments to deal with. On the other hand, to maximize market access performance, fewer segments are preferred. In this paper, we use the term "sub-segmentation" instead of "segmentation," because we divide a specific segment into more detailed segments. To sub-segment the elderly generation, this paper takes their lifestyles and life stages into consideration. In order to reflect these aspects, various surveys and several rounds of expert interviews and focused group interviews (FGIs) were performed. Using the results of these qualitative surveys, we can define six sub-segments of the elderly generation. This paper uses five rules to divide the elderly generation. The five rules are (1) mutually exclusive and collectively exhaustive (MECE) sub-segmentation, (2) important life stages, (3) notable lifestyles, (4) minimum number of and easy classifiable sub-segments, and (5) significant difference in voices among the sub-segments. The most critical point for dividing the elderly market is whether children are married. The other points are source of income, gender, and occupation. In this paper, the elderly market is divided into six sub-segments. As mentioned, the number of sub-segments is a very key point for a successful marketing approach. Too many sub-segments would lead to narrow substantiality or lack of actionability. On the other hand, too few sub-segments would have no effects. Therefore, the creation of the optimum number of sub-segments is a critical problem faced by marketers. This paper presents a method of evaluating the fitness of sub-segments that was deduced from the preceding surveys. The presented method uses the degree of homogeneity (DoH) to measure the adequacy of sub-segments. This measure uses quantitative survey questions to calculate adequacy. The ratio of significantly homogeneous questions to the total numbers of survey questions indicates the DoH. A significantly homogeneous question is defined as a question in which one case is selected significantly more often than others. To show whether a case is selected significantly more often than others, we use a hypothesis test. In this case, the null hypothesis (H0) would be that there is no significant difference between the selection of one case and that of the others. Thus, the total number of significantly homogeneous questions is the total number of cases in which the null hypothesis is rejected. To calculate the DoH, we conducted a quantitative survey (total sample size was 400, 60 questions, 4~5 cases for each question). The sample size of the first sub-segment-has no unmarried offspring and earns a living independently-is 113. The sample size of the second sub-segment-has no unmarried offspring and is economically supported by its offspring-is 57. The sample size of the third sub-segment-has unmarried offspring and is employed and male-is 70. The sample size of the fourth sub-segment-has unmarried offspring and is not employed and male-is 45. The sample size of the fifth sub-segment-has unmarried offspring and is female and employed (either the female herself or her husband)-is 63. The sample size of the last sub-segment-has unmarried offspring and is female and not employed (not even the husband)-is 52. Statistically, the sample size of each sub-segment is sufficiently large. Therefore, we use the z-test for testing hypotheses. When the significance level is 0.05, the DoHs of the six sub-segments are 1.00, 0.95, 0.95, 0.87, 0.93, and 1.00, respectively. When the significance level is 0.01, the DoHs of the six sub-segments are 0.95, 0.87, 0.85, 0.80, 0.88, and 0.87, respectively. These results show that the first sub-segment is the most homogeneous category, while the fourth has more variety in terms of its needs. If the sample size is sufficiently large, more segmentation would be better in a given sub-segment. However, as the fourth sub-segment is smaller than the others, more detailed segmentation is not proceeded. A very critical point for a successful micro-marketing strategy is measuring the fit of a sub-segment. However, until now, there have been no robust rules for measuring fit. This paper presents a method of evaluating the fit of sub-segments. This method will be very helpful for deciding the adequacy of sub-segmentation. However, it has some limitations that prevent it from being robust. These limitations include the following: (1) the method is restricted to only quantitative questions; (2) the type of questions that must be involved in calculation pose difficulties; (3) DoH values depend on content formation. Despite these limitations, this paper has presented a useful method for conducting adequate sub-segmentation. We believe that the present method can be applied widely in many areas. Furthermore, the results of the sub-segmentation of the elderly generation can serve as a reference for mature marketing.

• Journal of Environmental Health Sciences
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• v.38 no.6
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• pp.493-502
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• 2012

Objectives: The purpose of this study is to investigate the mass concentration of nanoparticles and understand the characteristics of elements of heavy metal concentrations within nanoparticles in the air using Micro-Orifice Uniform Deposit Impactor Model-110 (MOUDI-110), based on indoor and outdoor air. Methods: This Study sampled nanoparticles using MOUDI-110 indoors (office) and outdoors at S University in Asan, Korea in order to reveal the concentration of nanoparticles in the air. Sampling continued for nine months (10 times indoors and 14 times outdoors) from March to November 2010. Mass concentrations of nanoparticle and concentrations of heavy metals (Al, Mn, Zn, Ni, Cu, Cr, Pb) were analyzed. Results: Indoors, geometric mean concentration of nanoparticles ranged in size from 0.056 ${\mu}m$ to 0.10 ${\mu}m$ and those of 0.056 ${\mu}m$ or less recorded 0.929 ${\mu}g/m^3$ and 1.002 ${\mu}g/m^3$, respectively. On the other hand, the levels were lower outdoors with 0.819 ${\mu}g/m^3$ and 0.597 ${\mu}g/m^3$. Mann-Whitney U tests showed that the difference between the indoors and the outdoors was statistically meaningful in terms of particles of 0.056 ${\mu}m$ or less (p<0.05) in size. These results are possibly influenced by the use of printers and duplicators as the factor that increased the concentration of nanoparticles. In seasonal concentration distribution, the level was higher during the summer compared to in the autumn. Those of 0.056 ${\mu}m$ or less in size presented a statistically meaningful difference during the summer (p<0.05). These results may be influenced by photochemical event as the factor that makes the levels high. Regarding zinc, among the other heavy metals, the fine particles ranged in size from 0.056 ${\mu}m$ to 0.10 ${\mu}m$ and those of 0.056 ${\mu}m$ or less recorded 1.699 $ng/m^3$ and 1.189 $ng/m^3$ in the outdoors. In the indoors, the levels were lower, with 0.745 $ng/m^3$ and 0.617 $ng/m^3$. Cr and Ni at the size of 0.056 ${\mu}m$ or less, both of which have been known to pose severe health effects, recorded higher concentrations indoors with 0.736 $ng/m^3$ and 0.177 $ng/m^3$, compared to 0.444 $ng/m^3$ and 0.091 $ng/m^3$ outdoors. By season, Zn, Ni, Cu and Pb posted a high level of indoor concentration during the fall. As for Cr, the level of concentration indoors was higher than outdoors both during the summer and the autumn. Conclusion: This study indicates the result of an examination of nano-sized particles and heavy metal concentrations. It will provide useful data for the determination of basic nanoparticle standards in the future.

• Journal of the Korean Applied Science and Technology
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• v.30 no.1
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• pp.116-126
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• 2013

Glycol ethers are a group of solvents based on alkyl ethers of ethylene glycol commonly used in paints. These solvents typically have a higher boiling point, together with the favorable solvent properties of lower-molecular weight ethers and alcohols. The word "Glycol ethers" was registered as a United States trademark by Union Carbide Corp. Typically, glycol ethers are found in pharmaceuticals, sunscreens, cosmetics, inks, dyes and water based paints. On the other hand, glycol ethers are used in degreasers, cleaners, aerosol paints and adhesives. Most glycol ethers are relatively water soluble, biodegradable and only a few are considered toxic. Therefore, they are unlikely to pose an adverse risk to the environment. Recent study suggests that occupational exposure to glycol ethers is related to low motile sperm count in men, but the finding has been disputed by others. In this study, skin permeation of 3 types glycol ethers were studied in vitro using matrix such as solvent and detergent. The absorption of glycol ethers[methyl glycol ethers(MC), ethyl glycol ethers(EC) and butyl glycol ethers(BC)] has been measured in vitro through rat skin. Epidermal membranes were set up in Franz diffusion cells and their permeability to PBS measured to establish the integrity of the skin before the glycol ethers were applied to the epidermal surface. Absorption rates for each glycol ethers were determined and permeability assessment made to quantify any irreversible alterations in barrier function due to contact with the esters. Types of glycol ethers in vitro experimental results on MC> EC> BC quickly appeared in the following order: skin permeation was beneficial to the skin permeation small molecular weight, the difference in chemical structure, such as hydrophilic, because with the partition coefficient and solubility mechanisms and passive diffusion to increase the speed at which transmission is considered.

• KDI Journal of Economic Policy
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• v.34 no.2
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• pp.55-93
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• 2012

In Korea, energy policies are actualized through various energy-related plans. Recently, however, as high-ranking plans, which are very vision-oriented, continually set higher sector-by-sector goals, subordinate action plans, which require consistency, encounter distortions in their establishment process. Also, each subordinate action plan reveals limitations in terms of securing flexibility of the plan in responding to uncertainties of the future. These problems pose potential risks such as causing huge social costs. In this regard, with an aim to provide empirical evidence for discussions on improving the procedure for developing and executing Korea's energy plans, this study mainly analyzes the Basic Plan on Electricity Demand and Supply-one of the most important subordinate action plans-in order to explain the problems of the Basic Plan in a logical manner, and potential problems that could occur in the process of sustaining consistency between the Basic Plan and its higher-ranking plans. Further, this paper estimates the scale of social costs caused by those problems assuming realistic conditions. According to the result, in the case of where maximum electric power is estimated to be 7% (15%) less than the actual amount in the Basic Plan on Electricity Demand and Supply, the annual generation cost will rise by 286 billion won and (1.2 trillion won) in 2020. Such social costs are found to occur even when establishing and executing the Basic plan according to the target goal set by its higher-ranking plan, the National Energy Master Plan. In addition, when another higher-ranking GHG reduction master plan requires the electricity sector to reduce emissions by additional 5% in the GHG emissions from the right mix in electricity generation with 'zero' cost of carbon emission, the annual generation cost will rise by approximately 915 billion won in 2020. On the other hand, the analysis finds that since economic feasibility of electric powers in Korea varies significantly depending on their type, Korea is expected to face very small potential social costs caused by uncertainties over the future price of carbon dioxide in the process of establishing the Basic Plan.

• Management & Information Systems Review
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• v.38 no.4
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• pp.1-24
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• 2019

This study confirms the responses of consumers when the composition of emoticon bundles can be selected by individuals in MIM service. This aims to verify that customized bundling is a valid marketing strategy in the MIM emoticon market. Currently, the emoticon bundling used in Korean MIM services is in the form of pure bundling. As a result, Consumers must purchase an entire bundle even though he/she doesn't need to use all the emoticons contained in it. Some researches(e.g. Hitt & Chen, 2005; Wu & Anandalingam, 2002) show that when consumers value only part of the products or services included in pure bundling, customized bundling is much more profitable. In their works, customized bundling is appropriate when marginal costs are near zero. Information goods, such as emoticons, meet the condition. On the other hand, customized bundling increase the choosable options, so it can pose a problem of complexity (Blecker et al., 2004). And consumers may experience information overload(Huffman & Kahn, 1998). Thus, judgement on the necessity to introduce customized bundling needs to be made through empirical analyses in the light of characteristics of the product and the reaction of consumers. Results show that when customized bundling was introduced, consumers' purchase intention and willingness to pay significantly increased. Purchase intention for customized bundles has increased by 0.44 based on the five point Likert scale than the purchase intention for existing pure bundles. The increase in purchase intention for customized bundles was statistically independent of the existing purchasing experience. In addition, the willingness to pay was increased by about 2.8% compared to the price of the existing emoticon bundles in the whole group. The group with experience in purchasing pure bundles were willing to pay 5.9% more than pure bundles. The other group without experience in purchasing pure bundles were willing to buy if they were about 5% cheaper than the existing price. Overall, introducing customized bundling into emoticon bundles can lead to positive consumers responses and be a viable marketing strategy.

• Archives of design research
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• v.19 no.2 s.64
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• pp.323-332
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• 2006

Information devices such as a cellular phone, smart phone, and PDA become smaller to such an extent that people put them into their pockets without any difficulties. This drastic miniaturization causes to deteriorate the readability of text-based contents. The morphological characteristics of size and proportion are supposed to have close relationships with the pocketability and text readability of mobile information devices. This research was aimed to investigate the optimal morphological characteristics to satisfy the two usability factors together. For this purpose, we conducted an controlled experiment, which was designed to evaluate the pocketability according to $size(4000mm^2/8000mm^2)$, proportion(1:1/2:1/3:1), and weight(100g/200g) of information devices as well as participants' pose and carrying method. In the case of male participants putting the models of information device into their pockets, 2:1 morphological proportion was preferred. On the other hand, the female participants carrying the models in their hands preferred 2:1 proportion$(size:4000mm^2{\times}2mm)$ and 3:1 proportion$(size:8000mm^2{\times}20mm)$. For the device in the size of $4000mm^2$, it was found that the weight of device has an significant effect on pocketability. In consequence, 2:1 proportion is optimal to achieve better pocketability. The second experiment was about how text readability is affected by size $(2000mm^2/4000mm^2/8000mm^2)$ and proportion(1:1/2:1/3:1) of information devices as well as interlinear space of displayed text(135%/200%). From this experiment result, it was found that reading speed was increased as line length increased. Regarding the subjective assessment on reading task, 2:1 proportion was strongly preferred. Based on these results, we suggest 2:l proportion as an optimal proportion that satisfy pocketability of mobile information devices and text readability displayed on the screen together. To apply these research outputs to a practical design work efficiently, it is important to take into account the fact that the space for input devices is also required in addition to a display screen.