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.
Purpose The purpose of this study was to provide basic data for spectators group of Taekwondo performance efficient marketing activities through market segmentation from characteristics, perceived values of the Taekwondo performance spectators. Methods The subjects of this research were Kukkiwon, Taekwondowon and 1,021 questionnaires were finally used for the analysis. The results of this research were drawn by frequency analysis, CFA(confirmatory factor analysis), reliability analysis, cluster analysis (hierarchical and K-means), cross-tabulation analysis and One-way ANOVA were used for data processing through SPSS 22.0 and AMOS 22.0. Results As results of the analysis, It was subdivided into three clusters (such as group of male college students, man group of low perceived value and high degreed women group of low pragmatism). Conclusions The significant differences of the characteristics and perceived value appeared from each cluster. Cluster 1: A group of male college students, and the highest perceived value for Taekwondo performance. Cluster 2: A group of male, and a low perceived value for Taekwondo performance. Cluster 3: A group of high degreed women and a low pragmatism of perceived value. Therefore, a practical marketing strategy was needed for each groups.
This study classified and analyzed groups of spectators of professional baseball through market segmentation and predicted the sports consumer behavior by using artificial neural networks model and logistic regression model. The results of hierarchical cluster analysis, K-means cluster analysis, cross-tabulation analysis and one-way ANOVA using PASW 18.0 and AMOS 18.0 suggest five clusters of consumer segments and by using Modeler 14.1, artificial neural networks model was made to predict the data. By using artificial neural networks model and logistic regression model, hit ratio was grasped about the spectator satisfaction and future consumption behavior. The results are as follow: The hit ratio were high in ‘cluster 5’ for artificial neural networks model(spectator satisfaction: 71.3%, future consumption behavior: 99.3%) and logistic regression(spectator satisfaction: 71.8%, future consumption behavior: 96.5%). Furthermore, cross-tabulation and one-way ANOVA was performed to understand the cluster's characteristic which had highest hit ratio about the spectator satisfaction and future consumption behavior. And through this marketing strategy was suggested.
