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2 단계 결합분석과 Latent Class Segmentation 을 이용한 증권시장의 금융 신상품 세분시장결정방법에 관한 연구
한상만(Sang Man Han),이영승(Young Seung Yi) 한국소비자학회 2002 소비자학연구 Vol.13 No.2
In the financial industry, identifying a core target market has become a key success factor for launching a new financial product. In this paper, we suggest an improved 2-stage conjoint analysis where we segment target customers in the consideration set formation stage, and segment further those identified groups at the consideration set stage into sub-segments using customers preference ratings at the final selection stage. This research aims to shed a light on the market segmentation for a new product launch. In particular, we focus on identifying market segmentation when launching a new financial product in the institute customers in securities market. We discuss an optimal market segmentation strategy for the med-sized securities firms when they try to launch a new financial product. The empirical results based on the survey of 199 financial companies show that our suggested approach can be very useful for identifying market segmentation.