A Marketing Plan Proposal through Consumer Analysis: Focusing on the Scuba Diving Market
AUTHORS
Hye-Kyung Baek,Professor, Department of Sports Industry, Jeju International University., Jeju-si, Jeju-do, South Korea
Keun-Hyuk Hong,Ph. D. Candidate, in department of physical education graduate school, Jeju International University., Jeju-si, Jeju-do, South Korea
Hwa-yeol Choi*,Professor, Department of Aviation Service Management Jeju International University, South Korea
ABSTRACT
The purpose of this study is to examine the possibility of scuba diving market applied to marketing theory. It is aimed to suggest a method of use to establish marketing strategy for scuba diving management by exploring the relationship between scuba diving consumers' lifestyle, scuba diving satisfaction, scuba diving equipment purchase decision factors, scuba diving consumer's lifestyle, and scuba diving satisfaction. To achieve this goal, 843 scuba-diving consumers were surveyed by 843 male and female scuba-diving customers who use scuba-diving resorts and specialty stores nationwide. The analysis results by participation type are as follows As for the frequency of participation, 2-3 times a month was the most frequent with 41.2%. In terms of experience, those with less than 3-7 years of experience accounted for the most, and those with less than 3 years of experience accounted for 33.3%. As for the classification level, the beginner course level was the most at 40.9%. As for companion type, co-workers, friends, and seniors and juniors were the highest at 34.8%. For the purpose of participation, maintenance of health was the highest at 14.9%.
KEYWORDS
Scuba diving, Consumer, Consumer analysis, Marketing, Scuba diving market
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