A Study on Chinese Consumer Market Segmentation by DMA: Focusing on Consumer Behavior and Choice Attributes for Korean Automobiles

Abstract

This study is a market segmentation study based on Chinese consumer perception that has not been covered much in the marketing field. Our study utilized innovative direct marketing analysis techniques to segment the market and overcome the limitations and challenges associated with traditional cluster analysis. By doing so, we gleaned valuable insights into consumer behavior and preferences, which enabled us to personalize our marketing strategies and better cater to the needs of our target audience. As a result, our marketing efforts saw greater success, and we were able to foster deeper engagement and stronger relationships with our customers. The study aims to identify the crucial attributes of Korean automobile purchases recognized by Chinese consumers and develop distinct marketing strategies to target customers by segmenting the Chinese automobile market based on consumer values.