earticle

영어

The purpose of this study was to select the target markets through the brand personality of sport products. The total number of sampling was 360 adult male, female, who are current members at 4 major health and fitness facilities in Seoul. Among them, only 298 was employed because they are relevantly responded. The Spss Win 12.0 Statistical Package was used for the frequency analysis, factor analysis, correlation analysis, and multiple regression analysis .The results of the study are as follow.
Firstly, if the brand personality of a certain sport product is of sincerity, it must select the best target markets, considering the psychological segmentation, geographical segmentation criterion and product-related criterion.
Secondly, if the brand personality of a certain sport product is of excitement ,it must select the best target markets, considering the demographical segmentation, geographical segmentation and product-related criterion.
Thirdly, if the brand personality of a certain sport product is of competentence, it must select the best target markets considering the demographical segmentation, psychological segmentation and product-related criterion.
Fourthly, if the brand personality of a certain sport product is of ruggedness, it must select the best target markets, considering the demographical segmentation and psychological segmentation criterion.
Lastly, if the brand personality ofa certain sport product is of sophistication, it must select the best target markets, considering the demographical segmentation, psychological segmentation and product-related criterion.