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Journal Article
An Empirical Analysis on a Predictive Method of Systematic Segmentation in Volatile High-Tech Markets
- Authors
- Yonghee Shin, Hyori Jeon, Munkee Choi, Eoksoo Han, Sungyoung Jung
- Issue Date
- 2013-04
- Citation
- ETRI Journal, v.35, no.2, pp.321-331
- ISSN
- 1225-6463
- Publisher
- 한국전자통신연구원 (ETRI)
- Language
- English
- Type
- Journal Article
- Abstract
- High-tech markets are unpredictable owing to rapid technology innovation, diverse customer needs, high competition, and other elements. Many scholars have attempted to explain the uncertainty in high-tech markets using their own various approaches. However, sufficiently clear ways to predict diverse changes and trends in hightech markets have yet to be presented. Thus, this paper proposes a new approach model, that is, systematic market segmentation, to give more accurate information. Using an empirical dataset from the mobile handset market in the Republic of Korea, we conduct our research model consisting of three steps. First, we categorize nine basic segments. Second, we test the stability of these segments. Finally, we profile the characteristics of the customers and products. We conclude that the approach is able to offer more diagnostic information to both practitioners and scholars. It is expected to provide rich information for an appropriate marketing mix in practice. © 2013 ETRI.
- KSP Keywords
- Customer needs, Market segmentation, Marketing Mix, New approach, Predictive methods, Republic of Korea, Technology innovation, Various approaches, empirical analysis, high-tech, mobile handset