Mixture Model을 적용한 내추럴 와인 시장의 세분화 전략에 관한 연구

Abstract

This study segments consumers who purchase natural wine, identifies the characteristics of each segment, and presents the marketing mix (4P) for each segment. Natural wine has recently emerged as a new trend in the restaurant industry. This action contributed to the development of a distinct marketing strategy. As the market segmentation method, a mixture model, one of the market segmentation methods that can supplement the limitations of cluster analysis, was used. As a result of market segmentation, four markets with significant differences were derived, and the results of each segment's analysis are summarized below. First, the'maniac type' consumption group (33.27%) demonstrated a strong preference for natural wine and a high evaluation of the emotional value of satisfaction and pleasure derived from natural wine. The'self-satisfaction type' consumption group (26.24%) was analyzed as a group that seeks self-satisfaction through the functional value of natural wine. Third, the 'curiosity type' consumer group (25.25%) did not feel the value and purchase motivation for natural wine much, but had the desire to experience natural wine. The group (15.24%) had the highest preference for natural wine, and it was discovered that the group had a higher purchase motivation based on health and environmental concerns.