Market Segmentation Strategy According to Consumer Demographics and Psychology for Sports Collaboration Products

PURPOSE This study aimed to subdivide the market based on the general characteristics and consumer psychology of sports brand collaboration consumers and provide basic data for efficient collaboration marketing activities of sports companies. METHODS The subjects of this study were high school, coll...

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Bibliographic Details
Published inCh'eyuk kwahak yŏn'gu Vol. 32; no. 4; pp. 573 - 585
Main Authors Jae-Moon Lee, Yong-Gun Lee, Hyung-Chul Joo
Format Journal Article
LanguageKorean
Published Korea Institute of Sport Science 01.12.2021
Subjects
collaboration
consumer psychology
market segmentation
sports brand
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Summary:PURPOSE This study aimed to subdivide the market based on the general characteristics and consumer psychology of sports brand collaboration consumers and provide basic data for efficient collaboration marketing activities of sports companies. METHODS The subjects of this study were high school, college, and graduate students from high schools and universities in the Seoul and Gyeonggi area. Of the 600 copies of the questionnaire distributed, 475 were selected and analyzed in the final sample. Regarding the statistical method for this study, the PASW 18.0 statistical program was used for the frequency, exploratory factor, reliability, hierarchical cluster, K-means clustering, and cross analyses, as well as the one-way ANOVA. RESULTS The results of the analysis suggested five subdivided clusters with according marketing strategies: “external male,” “practical male,” “twenties design preferred female,” “low-interest women,” and “high consumption optional attributes” groups.
ISSN:1598-2920
2233-7938
DOI:10.24985/kjss.2021.32.4.573