전시참가 기업 시장세분화 연구 : 마케팅 믹스(4P’s)요인을 토대로

Abstract

The purpose of this study was to classify trade-show participants(exhibitors) based on marketing mix and to determine the factors of key attributes. Results of cluster analysis suggested that trade-show exhibitors were classified into three groups. Cluster 1 was named the “place & promotion consideration”, and Cluster 2 and 3 were named “price consideration” and “product consideration”. Multinominal Logit(MNL) models are applied and analysed the effects of determinants on segmented groups using a category of maximum likelihood regression estimated for collected data. According to the results of the application of the multinominal logit model, the factors influencing the three participation types were different. The effects of the demographic variables, relation marketing factor, and trade show-related characteristics were indicated that each group showed the different preference for marketing mix. Therefore, the findings of this study would provide useful information for marketing strategies to the exhibition organizers.