An Empirical Analysis on a Predictive Method of Systematic Segmentation in Volatile High‐Tech Markets. Issue 2 (1st April 2013)

• Record Type: Journal Article
• Authors: Shin, Yonghee; Jeon, Hyori; Choi, Munkee; Han, Eoksoo; Jung, Sungyoung
• Is Part Of: ETRI journal. Volume 35:Issue 2(2013)
• Page Start: 321
• Page End: 331
• Publication Date: 2013-04-01
• Subjects: Systematic market segmentation -- predictive method -- market stability -- high‐tech market -- mobile handset market; Telecommunication -- Periodicals; Electronics -- Periodicals; Electronics; Telecommunication; Periodicals; Periodicals; 621.38205
• DOI: 10.4218/etrij.13.0112.0251
• Languages: English
• ISSNs: 1225-6463

Abstract

Abstract : High‐tech markets are unpredictable owing to rapid technology innovation, diverse customer needs, high competition, and other elements. Many scholars have attempted to explain the uncertainty in high‐tech markets using their own various approaches. However, sufficiently clear ways to predict diverse changes and trends in high‐tech markets have yet to be presented. Thus, this paper proposes a new approach model, that is, systematic market segmentation, to give more accurate information. Using an empirical dataset from the mobile handset market in the Republic of Korea, we conduct our research model consisting of three steps. First, we categorize nine basic segments. Second, we test the stability of these segments. Finally, we profile the characteristics of the customers and products. We conclude that the approach is able to offer more diagnostic information to both practitioners and scholars. It is expected to provide rich information for an appropriate marketing mix in practice.