Segmentation of Consumer Preference for Mountaineering Jacket Fabirics

摘要

Needs-based segmentation attempts to understand theses differences by grouping together people who assign similar levels of importance to the same attributes. This research focused on identifying segmentation using cluster analysis and conjoint analysis and comparing the relative attribute preference mountaineering jackets of high-performance fabrics according to segmenting markets. Conjoint analysis is conducted with sampling of 120 mountaineering club members, which ranked preference at hypothetical mountaineering jacket of high- performance fabric based on profiles derived from an orthogonal design. Two segments of consumers emerge, there were two clusters with different ideal jacket profiles. Cluster one considered 'price' more than other factor, while 'breathability/comfort' and other functional properties were regarded as the more important factors for cluster two with respect to the relative important vales for each attribute.