직업군인의 라이프 스타일에 따른 승용차 구매행동에 관한 실증연구: 해군 직업군인을 대상으로

Abstract

The marketing strategy of enterprises on the object of specific group has recently tended to be increased and the special group as like the professional soldier has no exception, and the various merchandises and the marketing of service at the target of the professional soldier have been increased, but the study on the life style or purchasing behavior of professional soldier can be considered to be weak.

Accordingly, the purpose of this study is to classify the type of life style of professional soldier, to clarify the difference of purchasing behavior upon the life style, and then to suggest the marketing-suggestive point of analysis results, and thus to offer the basic data to the enterprise and person in charge who establish the marketing strategy on the object of professional soldier and moreover to utilize it as the basic data in the setting-up of military welfare policy.

For the data collection of this study, 300 copies of questionnaire were distributed to the professional soldier over the vice-officer of navy who has worked in the city of Jinhae, Korea, and then collected its 251 copies and then actually used the questionnaire of 220 persons for the analysis.

The collected data was analysed by use of SPSS Statistics Analysis Program.

First of all, the frequency analysis was used to check the characteristics of sample of replier, and the factor analysis was carried out to examine the propriety between each variables, and the cluster analysis to clarify the life style.

And, The ANOVA and cross tabulation analysis were used to find out the difference between life style type group and the purchasing behavior.

The results of this study are as shown in the followings.

Firstly, There are distinguished life style between the professional soldiers.

Secondly, The purchasing motive of traffic inconvenience release and trip/leisure desire satisfaction partly has a significant difference in the respects of purchasing motives. ( Problems Recognition Stage )

Thirdly, The degree of influence by the advertising element ( Information Searching Stage ) has no significant difference, but it is appeared which the advertising effect by the personal element as like the oral way was big in 4 life style types.

Fourth, There is the significant difference statistically only about the design with regard to the difference of importance ( Countermeasure Valuation Stage ) in the purchasing.

Fifthly, The difference of purchasing behavior ( Purchasing Decision Stage ) does not show the significant difference, but the private car seemed mostly to be purchased through the intimate persons in the professionl shop.

Sixthly, It appeared which the difference of satisfaction after the purchasing ( Behavior Stage after the purchasing ) has no significant difference between the groups.

As shown in the above-mentioned study results, there is the distinguished life style type between the professional soldiers, and they show some characteristic behavior upon its type.

In the purchasing motive, the traffic inconvenience release and trip/leisure desire satisfaction are strong and they make the importance on the performance and the maintaining charge in the purchasing.

Also, most professional soldiers place the importance to the practical scope.

And, as the advertising effect and the purchasing method, they showed the characteristics to purchase the car through the professional shop or the second-hand car market together with the person who is familiar by the effect of personal element as like the oral way rather than the advertising effect of mass media as like internet, TV and newspaper which are popular.

The results of this study will have its meaning to be useful to the setting-up of marketing strategy of enterprise or military welfare policy , subdividing the car purchasing market and supplying the effective standard to the finding of consumers of target market.