A Study on Segmentation and Marketing Strategies in the Honey Market

초록

The purposes of this paper has segmented the honey market in Korea by conjoint analysis model. In this paper, we divided consumer’s market into 3 groups. The groups are low-price preference group, middle-price preference group and high-price preference group. The low-price preference group prefer price more than quality, The middle-price preference group considered both price and quality. The high-price preference group prefer quality more than price. They will be targeted in Korea honey market in the future. Considering characters by 3 groups, This paper has proposed target marketing strategies. The marketing strategies are price, place, product, promotion in according to different group’s characters.

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