|
KMID : 1011420170220040351
|
|
Journal of Korean Ophthalmic Optics Society
2017 Volume.22 No. 4 p.351 ~ p.359
|
|
|
An Analysis on the Characteristics of Market Segments according to Attributes of Tourists’ Selection of Sunglasses
|
|
Lee Jung-Kyu
|
|
|
Abstract
|
|
|
Purpose: This study presents a profile of the characteristics of market segments according to attributes of tourists' selection of sunglasses. It also presents marketing and policy suggestions for optical shops by analyzing differences in leisure activity types and purchasing behaviors and differences in repurchase intentions by market segment according to attributes of tourists’ selection of sunglasses.
Methods: A survey was conducted for visitors to Gyeong-po Beach and Naksan Beach from July 25 to 30, 2017. In order to find out the characteristics of market segments according to attributes of tourists' selection of sunglasses, a factor analysis and a K-mean cluster analysis and a cross tabulation analysis were conducted. Furthermore, in order to analyze differences in leisure types, purchasing behaviors and repurchase intentions by market segment according to attributes of tourists’selection of sunglasses, a one-way ANOVA was carried out.
Results: Market segments according to attributes of tourists' selection of sunglasses were classified into four market segments: multiattribute pursuing group; cost-effective considering group; low involvement group and high involvement group. The results from the analysis of differences in demographic characteristics by market segment showed significant differences. In addition, significant differences were also detected in the results from the analysis of differences in leisure types, purchasing behaviors and repurchase intentions by market segment.
Conclusions: The sunglasses market is being divided into two parts, one market for tourists who prefer inexpensive and trendy sunglasses and the other market for tourists who prefer expensive sunglasses with lens which can protect eyes. Therefore, not only trendy sunglasses which satisfy the tastes of tourists who use sunglasses as fashion items but also luxury sunglasses whose designs and qualities are comparable to those of famous oversea brands should be produced. Furthermore, the sunglasses industry should make efforts to inhance international competitiveness through introducing new lens materials and improving designs, prices, qualities and distribution structure.
|
|
|
KEYWORD
|
|
|
Tourist, Sunglass, Selection behavior, Selection attributes, Market segmentation, Market segment
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|
|