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.
