초록

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Abstract ▼ AI-Helper

This research is tendencious to establish positioning strategy as segmentation market of sports brand using image attributes of sports brand. Accordingly, this research achieved research to college student group which is getting into the spotlight to new purchase group to classify sports brand to ma...

This research is tendencious to establish positioning strategy as segmentation market of sports brand using image attributes of sports brand. Accordingly, this research achieved research to college student group which is getting into the spotlight to new purchase group to classify sports brand to market segmentation If examine order of each sports brand according to image attributes of sports brand, it was exposed by Nike＞ Adidas＞ Puma＞ Reebok＞ Fila＞ Asics＞ Umbro＞ Hummel＞ Lecaf＞ Pro-Specs" order in all factors except price factor. And it was exposed by Pro-Specs＞ Lecaf＞ Hummel＞ Umbro＞ Asics＞ Pila＞ Reebok＞ Puma＞ Adidas＞ Nike"s order in price factor. Therefore, sports brand that have low preference by image attribute must supply more informations to consumer. Also, group which similarity distance is high must do brand so that is more valuable increasing consumer"s interest because competitorship is high.

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