@article{ART001006634},
author={정세창},
title={Consumers' Conjoint Preference and Target Customers between Insurance Products},
journal={Journal of Insurance and Finance},
issn={2384-3209},
year={2002},
volume={13},
number={2},
pages={43-76}
TY - JOUR
AU - 정세창
TI - Consumers' Conjoint Preference and Target Customers between Insurance Products
JO - Journal of Insurance and Finance
PY - 2002
VL - 13
IS - 2
PB - Korea Insurance Research Institute
SP - 43
EP - 76
SN - 2384-3209
AB - The main purpose of this study is to provide useful implications for developing marketing strategies between insurance products such as the automobile insurance, the whole life insurance, the private health insurance, and the personal pension. It is expected to alter consumers' needs for the products due to the recent environmental changes such as price liberalization, financial convergence, and the advent of new distribution channels. The conjoint analysis and the correspondence analysis are employed to find out the conjoint preference for considerations in purchasing a product and a distribution channel, and target customers, respectively.
The findings of this study are summarized as follows: Firstly, it is required to adapt a different marketing strategy between insurance products in order to use resources efficiently. The conjoint analysis, for example, shows that the marketing strategy focused on distribution is needed in the automobile insurance. On the contrary it is a better way to allocate resources to the product development, promotion, and pricing rather than distribution in the case of whole life insurance. Secondly, the correspondence analysis shows a great different conjoint preference between customers, which recommends the differentiation marketing strategy and a selection of target customers analytically and sophisticatedly. Finally, with regard to the new distribution channels internet is to be preferred in the automobile insurance and the private health insurance. The preference for banking and professional financial planner is to be high in the personal pension and the whole life insurance.
KW - The Conjoint Analysis;The Correspondence Analysis;Conjoint Preference;Target Customer
DO -
UR -
ER -
정세창. (2002). Consumers' Conjoint Preference and Target Customers between Insurance Products. Journal of Insurance and Finance, 13(2), 43-76.
정세창. 2002, "Consumers' Conjoint Preference and Target Customers between Insurance Products", Journal of Insurance and Finance, vol.13, no.2 pp.43-76.
정세창 "Consumers' Conjoint Preference and Target Customers between Insurance Products" Journal of Insurance and Finance 13.2 pp.43-76 (2002) : 43.
정세창. Consumers' Conjoint Preference and Target Customers between Insurance Products. 2002; 13(2), 43-76.
정세창. "Consumers' Conjoint Preference and Target Customers between Insurance Products" Journal of Insurance and Finance 13, no.2 (2002) : 43-76.
정세창. Consumers' Conjoint Preference and Target Customers between Insurance Products. Journal of Insurance and Finance, 13(2), 43-76.
정세창. Consumers' Conjoint Preference and Target Customers between Insurance Products. Journal of Insurance and Finance. 2002; 13(2) 43-76.
정세창. Consumers' Conjoint Preference and Target Customers between Insurance Products. 2002; 13(2), 43-76.
정세창. "Consumers' Conjoint Preference and Target Customers between Insurance Products" Journal of Insurance and Finance 13, no.2 (2002) : 43-76.
