2023 Volume 29 Issue 1_2 Pages 2_49-2_74
The spread of the new coronavirus infection (COVID-19) has brought drastic changes in our lives and transformed our lifestyles. Under the transformed lifestyle, new segmentation that responds to these changes in consumer behavior is essential since it is expected that we will be forced to coexist with COVID-19 based on the concept of “with corona” in the future. Therefore, in this study, we conducted research on market segmentation under COVID-19. Since it is difficult to directly estimate the impact of COVID-19 on consumer behavior, we firstly classified consumers' lifestyles and clarified their attitudes toward COVID-19 by lifestyles. Then, by market segmentation using latent class analysis, we verified the orientation of brand choice for each consumer goods classification (durable goods, non-durable goods, services) of each class. In view of the fact that COVID-19 is a global event, it is necessary to consider whether the above-mentioned event is universal not only in Japan but also in other regions. Therefore, in this study, we analyzed and considered trends in South Korea and Taiwan at the same time.
