An Empirical Analysis on a Predictive Method of Systematic Segmentation in Volatile High-Tech Markets

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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.
Publisher
ELECTRONICS TELECOMMUNICATIONS RESEARCH INST
Issue Date
2013-04
Language
English
Article Type
Article
Keywords

CONSUMER-BEHAVIOR; VALUES; MODEL; CHAIN

Citation

ETRI JOURNAL, v.35, no.2, pp.321 - 331

ISSN
1225-6463
DOI
10.4218/etrij.13.0112.0251
URI
http://hdl.handle.net/10203/173909
Appears in Collection
RIMS Journal Papers
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