지역주민의 라이프스타일에 따른 제주유나이티드 축구단의 시장세분화전략 = A Study on Market Segmentation for the Target Marketing of Jeju united FC

다국어 초록 (Multilingual Abstract)

The purpose of this study was to segment professional soccer market by life-style and to define the segments obtained on the basis of the spectators` behavior and demographic profiles for the target marketing. Data, a total of 434 samples responded to the instrument life-style, spectators` behavior, demographic profiles, were collected from using a proportionate quota sampling and convenience sampling method. The statistical techniques for data analysis were descriptive analysis, factor analysis, reliability analysis, cluster analysis, crosstab analysis and Chi-square analysis. The result showed that sport consumption factor, leadership factor and passivity factor were identified by life-style. The market of professional soccer team in Jeju province had three segment markets which were referred to as: a segment of sports activity, a egment of leader and a segment of follower. According to five demographic variables and eight spectators` behavior variables, three segment markets were statistically significant at the significant level of .05.

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