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KMID : 1011420150200040405
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Journal of Korean Ophthalmic Optics Society
2015 Volume.20 No. 4 p.405 ~ p.415
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A Study of Market Segmentation of Optical Shop Based on Customer's Values
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Lee Jung-Kyu
Cha Jung-Won
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Abstract
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Purpose: We analyse characteristics of optical shop customer's segmented market by using clustering analysis, and we expect it would be a useful indicator of marketing strategy for optical shops.
Methods: Survey was conducted from March 10 to March 31, 2015. The survey asked customers who have visited optical shops in Seoul and Northern Gyeonggi-do regions, and analyzed by utilizing SPSS v.10.0 statistical package program. The analysing methods are frequency analysis, factor analysis about variable of values, clustering analysis for market segmentation, and crosstabs.
Results: The market is segmented based on values. In the process of establishing marketing strategy, it is useful to establish strategy by classifying customers into 3 types of cluster; “middle level value oriented cluster”, “high level value oriented cluster”, “high level value oriented and non-religious cluster”. In marketing strategy of progressive lenses, it turned out that the most important strategy is to target selfemployed person in “middle level value oriented cluster”.
Conclusions: As a result of market segmentation by using clustering analysis, it was classified into 3 types of cluster, and we found that most important customer for progressive lenses is self-employed person in “middle level value oriented cluster” who is more than 41 years old.
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KEYWORD
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Values, Clustering analysis, Market segmentation, Optical shop
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