펀드상품에 대한 외부정보탐색에 의한 시장세분화와 펀드상품 선택에 관한 연구

Mixture model is to unmix the sample, to identify the segments, and to estimate the parameters of the density function underlying the observed data within each segment. Although the applications of the mixture model for segmentation are well documented in academic field and product category level, the report of application of mixture model to service sectors in practice has been relatively rare. The researcher aims to try to full this gap by applying a mixture model to external information search and choice data for the first time in Korean fund market. We added fund information source data, psychological variables for investment behavior and demographic information for each customer into external information search data. The mixture model was applied to the integrated dataset and was identified four segments. We observed that the segments respond uniquely to marketing information source and show different investment behavior. We can conclude the direct relation between implementation of mixture model and customer satisfaction and choice behavior. The implementation of the result of mixture model supports that fund sellers can allocate marketing expenditures and efforts comprehensively and save reasonable marketing cost.