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Please use this identifier to cite or link to this item: http://ir.jwcpe.ac.jp/dspace/handle/123456789/681

Title: ストリートダンサーの特性及び行動分析からみたマーケットセグメンテーション
Other Titles: Market segmentation viewed from an analysis of the characteristics and behavior of street dancers
Authors: 石川, 織江
畑, 攻
木戸, 直美
小野里, 真弓
水上, 雅子
Ishikawa, Orie
Hata, Osamu
Kido, Naomi
Onozato, Mayumi
Mizukami, Masako
イシカワ, オリエ
ハタ, オサム
キド, ナオミ
オノザト, マユミ
ミズカミ, マサコ
Keywords: Street dancers
Sports behavior
Market segmentation
Life style
Issue Date: Mar-2015
Abstract: Street dancing has diversified in recent years and comprises various activities. We focus on the possibilities for street dancing and the types of developments that can be expected. This research treats street dancing as a sports activity in the broad sense of the term and clarifies the various characteristics of street dancers from the perspective of traditional theories of the behavior of sports and recreational activities. We also classify street dancers from a market segmentation perspective by testing for commonalities and patterns, and conduct analysis and examination to investigate new management approaches. The questionnaire for this research included such items as general demographics, dance behaviors, past physical activities, lifestyle, and factors causing the activities. The sample was taken from street dancers active in a number of locations in the Tokyo metropolitan area. The analysis used a multivariate analysis procedure that was mainly based on the quantification method third-type. The results are summarized as follows. 1. We confirmed effective market segments of a heavy-beginner pattern mainly comprised of students, a heavy-expert pattern mainly comprised of those in their 30s, and a light-expert pattern mainly comprised of company employees, government workers, and part-time workers. 2. The unified characteristic segments were selected from the street dancers' lifestyles. 3. Examination of these segments has shed light on new management approaches, such as the creation of services for street dancers.
URI: http://ir.jwcpe.ac.jp/dspace/handle/123456789/681
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