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KMID : 1001720170270020069
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Journal of Vocational Rehabilitation
2017 Volume.27 No. 2 p.69 ~ p.89
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Market Segmentation on the Purchaser of Disabled-produced products by Cluster Analysis
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Oh Dong-Rok
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Abstract
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In this study, a survey was conducted targeting 176 merchandisers purchasing the disabled-produced products and the classification by the merchandisers purchasing the disabled-produced products and the strategy of market segmentation are presented through the cluster analysis used in the marketing-related researches.. Optimal number of 3 clusters was derived through the hierarchical cluster analysis and K-means and with respect to 3 clusters, the difference verification of the satisfaction and repurchase intention for the disabled-produced products after the purchase of the disabled-produced products was implemented and the strategy of market segmentation by the classification of clusters was presented. Firstly, cluster 1 was found to be characterized by the importance set evenly on the trust in the disabled-produced products, the quality of order, customer service, and price, the higher proportion of women, the employees of their 30s, the companies established within 5-10 years, the staff level in the company, the noncapital region, and public enterprises. Secondly, cluster 2 was found to be characterized by the importance set very much on the trust in the disabled-produced products, the quality of order, customer service, and price, the tendency to carefully and intentionally purchase the products, the same proportion of men and women in terms of demographics, the employees of their 40s, the companies established within 5-20 years, the staff level in the company, the capital region, and higher proportion of public enterprises in terms of the enterprise form. Thirdly, cluster 3 was found to be characterized by the importance set, to an inconsiderable degree, on the trust in the disabled-produced products, the quality of order, customer service when the policy-based support, including the preferential purchase. This cluster, in particular, was also found to be characterized by the little importance set on the price, slightly higher proportion of women, the employees of their 30s, higher proportion of the companies established within 5 years and within 10 years to 20 years, the staff level in the company, the noncapital region, and higher proportion of public enterprises in terms of the enterprise form. Fourthly, cluster 1 and clusters 2 showed a statistically higher customer satisfaction and repurchase intention for the disabled-produced products compare to cluster 3. Fifthly, cluster 2 was found to show a statistically higher customer satisfaction and repurchase intention, which revealed that the merchandisers of the disabled-produced products with their importance set on the price factor and their interests in the products had a higher satisfaction and repurchase intention for the disabled-produced products.
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KEYWORD
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the disabled-produced product, market segmentation, cluster analysis, customer satisfaction, repurchase intention
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