earticle

영어

The primary purpose of this research is to assess Korea's Acid Beverages Market structure. This will be achieved by analyzing the household's purchase preference data using the LCM method of post-hoc market segmentation methodology. The findings of this research can be summarized as follows. The research highlights that the 1st segment and the 3rd segment have similar features in the competition structure aspects among all brands. This was caused by the fact that foreign brand A and domestic brand E enjoy high market share show high preference in the other segments excluding the 2nd segment and the 3rd segment. That means utility values are intrinsic values that households give importance to each brand because it doesn't give high intrinsic value to brands that are high in the market share that was given in a panel data prior to empirical analysis. As a result of measurement between cross elasticity and own elasticity, the 3rd segment requires marketing strategy to guarantee consumer's loyalty. It indicates for any market there is a need to develop mixed in connection with price in the 4thsegment. This study suggests competition structure in a potential market segment for an appropriate brand and a company. Additionally it suggests that marketing mix activities in connection with price have to discriminate against each market segment.