A STUDY ON TARGET MARKETING STRATEGIES BY LIFE STYLE
- Focusing on Audio Products -

Kyu Sik, Shin(Dept. of Business Administration, The Graduate School King Sejong University)

This study aimed to subdivide consumer group by investigating consumer life style, and to present marketing strategies which is proper to each subdividing market in Audio itemes by analizing purchase behavior of each subdividing market according to purchase decision process.

This results of the analysis are as follows:

1. Market Segmentation by life style

1) Subdividing market was classified such as a modern fashionable pursuiting style(42%), a traditional conservative style(46%), a passive economic pursuiting style(56%), an individuality pursuiting style(58%) by life style of Audio product consumers.

2) According to demo graphic characters in subdividing market, Fashionable style showed that they contained 20, 30 ages, high schooling and the middle class of a nuclear family style. Traditional conservative group showed that they contained men of 30 ages, the position of the head of a family. In the case of passive economic pursuiting style showed that they contained women of 20, 40 ages. the lower schooling, the low-income bracket and the Position of mother. Individuality pursuiting style showed that they contained women, the middle schooling and the position of offspring.

2. The character analysis of purchase decision according to segmentation market

1) According to the problem recognition stage, in the case of purchase proposer, modern fashionable pursuiting style showed that it is father, conservative style and economic style showed that it is mother, and individuality style showed that it is offspring. In the case of a source of news inducing purchase desire, individual style showed the lower percentage than other group at the invitation of friends and acquaintances.

2) According to the information search stage, in the case of a searching source of news, conservative style showed the higher percentage than other group at the catalog searching rate.

3) According to the alternative evaluation stage, in the case of a style selection factor, conservative style showed the higher Percentage at the tendency laying stress on incidental items. In the case of a purchase estimation basis, conservative style showed the higher Percentage at the function factor.

4) According to the choice stage, in the case of the utilization degree of purchase place, conservative style showed the higher percentage at an electronic shopping center. and fashionable style showed the higher percentage at an import agent. In the case of purchasing place selection, fashionable style and economic style showed the higher percentage at department store. Conservative style showed the higher percentage at an electronic shopping center. Individuality style showed the higher percentage at an agency. In the case of the selection factor of purchase place, fashionable style and economic style showed the higher percentage at the famous degree of store. And conservative style and individuality style showed the higher percentage at the invitation of aquaintancess.

5) According to the outcome stage, in the case of the satisfaction degree after using product, fashionable style and economic style showed the higher unsatisfactory at the quality of sound, design and function. Especially, fashionable style showed the lowest unsatisfactory at design and function. As the above, consumer type classification by life style represent the possibility of market segmentation for the target marketing strategies. And, purchasing behavior in purchasing decision process came out variously. It can give help that formulate product development, promotion policy and product distinction policy.