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Phan, Thuy Chung, Marc Oliver Rieger, and Mei Wang. "Segmentation of financial clients by attitudes and behavior." International Journal of Bank Marketing 37, no. 1 (2019): 44–68. http://dx.doi.org/10.1108/ijbm-07-2017-0141.
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Purpose The purpose of this paper is to investigate segmentations by finance-related attitudes and behavior of financial consumers in Switzerland and Vietnam. Design/methodology/approach The authors replicated the questionnaire measuring attitudes toward financial affairs as used in the study of Fünfgeld and Wang (2009). In order to extract factors and identify profiles of financial customers, the authors applied the same techniques including factor analysis and a two-step cluster analysis (Ward and K-means) to both samples. Linear regressions were used to examine the impact of socio-demographic variables. Findings Factor analysis reveals surprisingly similar underlying dimensions of financial attitudes and behavior for participants in both countries. The five clusters based on these dimensions exhibit strikingly similar characteristics. The authors also find that socio-demographic variables such as gender, age and education significantly vary across groups. Research limitations/implications There are small differences in the composition of the revealed dimensions between the two countries, mainly a mixture of intuitive decisions and free-spending aspects. Future research may investigate more countries with comparable samples to further test the reliabilities and validities of the scales. Practical implications The findings suggest that the instruments as developed by Fünfgeld and Wang (2009) can be used not only in highly developed Western markets but also in non-Western and emerging markets. Such instruments can be very useful for offering financial advice based on market segmentation in a global market. Originality/value The study provides empirical evidence on universal segmentation variables that reflect financial consumers’ psychological traits and attitudes toward saving and spending. Furthermore, the study stresses the need for a broad use of those variables when studying consumer decision-making in international financial markets.
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Mulyadi, Tirta, PA Andiena Nindya Putri, Rosento Rosento, Yenni Kurnia Gusti, and Sabil Sabil. "Marketing Management Innovations: Unraveling the Interplay of Brand Positioning, Market Segmentation, and Consumer Engagement." Dinasti International Journal of Education Management And Social Science 5, no. 3 (2024): 347–55. https://doi.org/10.38035/dijemss.v5i3.2394.
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In the dynamic landscape of modern marketing, innovative strategies are essential for businesses to thrive. This article delves into the intricate interplay between brand positioning, market segmentation, and consumer engagement within the realm of marketing management. Brand positioning forms the cornerstone of effective marketing, defining how a brand is perceived in the minds of consumers relative to competitors. Market segmentation further refines this process by dividing heterogeneous markets into distinct groups with similar needs and preferences. By understanding these segments, marketers can tailor their strategies to resonate with specific consumer demographics. However, in the digital age, consumer engagement has emerged as a critical factor driving marketing success. Engaging consumers goes beyond traditional advertising; it involves creating meaningful interactions and fostering relationships through various channels, including social media, content marketing, and experiential events. The synergy among brand positioning, market segmentation, and consumer engagement is paramount for achieving sustainable competitive advantage and fostering brand loyalty in today's hypercompetitive markets. This article explores how innovative approaches in marketing management leverage the intricate connections between brand positioning, market segmentation, and consumer engagement to drive business growth and cultivate enduring relationships with consumers.
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Kumar, Kritant. "Customer Segmentation in Marketing using Machine Learning." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 05 (2025): 1–9. https://doi.org/10.55041/ijsrem49049.
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Abstract- The emergence of many competitors and entrepreneurs has caused a lot of tension among competing businesses to find new buyers and keep the old ones. As a result of the predecessor, the need for exceptional customer service becomes appropriate regardless of the size of the business. Furthermore, the ability of any business to understand the needs of each of its customers will provide greater customer support in providing targeted customer services and developing customized customer service plans. This understanding is possible through structured customer service. Each segment has customers who share the same market features. Big data ideas and machine learning have promoted greater acceptance of automated customer segmentation approaches in favor of traditional market analytics that often do not work when the customer base is very large. In this paper, the k-means clustering algorithm is used for this purpose. The Sklearn liabrary was developed for the k-Means algorithm and the program is trained using a 100-pattern two-factor dataset derived from the retail trade. Characteristics of average number of customer purchases and average number of monthly customers. Keywords: Customer Segmentation, Algorithms, Machine Learning (ML), Artificial Language (AI), Detailed Analysis, Survey, Github, Marketing
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Kishendrian, Hanan, Nisa Hanum, Cahyo Prianto, and Woro Isti Rahayu. "Penerapan Metode Clustering Dalam Segmentasi Pelanggan Perusahaan Logistik." SINTECH (Science and Information Technology) Journal 6, no. 3 (2023): 137–46. http://dx.doi.org/10.31598/sintechjournal.v6i3.1432.
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Marketing is important in business to compete and maintain market share. The development of technology brings major changes in the industry. In addition to product development as well as required services, and customer segmentation becomes a factor to consider in marketing strategies. Clustering, such as the K-Means method, is used in customer segmentation to divide data into groups based on similarities. This technique helps in useful pattern recognition and customer segmentation. By applying Clustering techniques in Data mining, companies can understand customer behavior, recognize similar customer groups, and plan marketing strategies accordingly. The results showed that the best cluster was generated with a k value of 4, and the data was normalized using the Min-Max Normalization method. Grouping customers in the form of clusters can enable the identification of consumer profiles to guide companies in decision making.
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TKATCHUK, S.V., S.A. STAKHURSKA, and V.O. STAKHURSKIY. "Consumer segmentation in the aspect of food marketing." Market Relations Development in Ukraine №9(244)2021 122 (November 16, 2021): 79–86. https://doi.org/10.5281/zenodo.5704771.
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Consumer segmentation in the aspect of food marketing Relevance of research. The food industry is one of the most strategic areas of activity; it is related to the food security of the country, living standards and health of citizens. Marketing principles of doing business in the food sector should combine several important aspects: purely marketing (market research, customer satisfaction), socially responsible and ethical (high quality products, reliability of information, ethics of advertising, taking into account religious, ethnographic and other features) and physiological (taking into account the physiological needs of man in nutrition). Market segmentation makes it possible to better understand the needs of consumers and meet them, which belongs to the marketing aspect of the business, and must coexist inextricably with the other two aspects mentioned above. The purpose of this study is working out of a system of segmentation of food consumers. Research methods: generalization, systematization, induction and deduction, graphic method. Research results. A system of segmentation of food consumers according to the psychographic principle has been developed, each segment has been characterized. Scope of the results: the results of the study can be applied in the field of food marketing. Conclusions. The system of segmentation of food consumers should be based on a complex psychographic factor, and economic and demographic factors will also take place, as they can affect the lifestyle and motives for shopping. The proposed segmentation system has six main consumer groups: «Classic» (supporters of the classical theory of nutrition), «Rapid Drive» (people with a busy rhythm of life: young and energetic extroverts; romantic adventurers (introvert type); business people with busy schedules). ), «Eco–friendly and Cruelty–free» (people who care about the environment and humane treatment of living beings), «Healthlife» (supporters of a healthy lifestyle: for the sake of beauty, overall image, victory over the disease, as well as people who painfully worried about their own health), «Religion and rituals» (people whose food priorities are significantly influenced by religion) and «Indifferent» (those who for some reason do not care about nutrition, do not follow the principles when choosing products) . The objectives of food marketing are, firstly, to best meet the needs of each group, and secondly, to form the right needs, promote healthy eating, rational consumption, environmental protection, availability of food to all categories, the formation of quality safe food supply.
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Ufeli, Chukwutem Pinic, Mian Usman Sattar, Raza Hasan, and Salman Mahmood. "Enhancing Customer Segmentation Through Factor Analysis of Mixed Data (FAMD)-Based Approach Using K-Means and Hierarchical Clustering Algorithms." Information 16, no. 6 (2025): 441. https://doi.org/10.3390/info16060441.
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In today’s data-driven business landscape, effective customer segmentation is crucial for enhancing engagement, loyalty, and profitability. Traditional clustering methods often struggle with datasets containing both numerical and categorical variables, leading to suboptimal segmentation. This study addresses this limitation by introducing a novel application of Factor Analysis of Mixed Data (FAMD) for dimensionality reduction, integrated with K-means and Agglomerative Clustering for robust customer segmentation. While FAMD is not new in data analytics, its potential in customer segmentation has been underexplored. This research bridges that gap by demonstrating how FAMD can harmonize mixed data types, preserving structural relationships that conventional methods overlook. The proposed methodology was tested on a Kaggle-sourced retail dataset comprising 3900 customers, with preprocessing steps including correlation ratio filtering (η ≥ 0.03), standardization, and encoding. FAMD reduced the feature space to three principal components, capturing 81.46% of the variance, which facilitated clearer segmentation. Comparative clustering analysis showed that Agglomerative Clustering (Silhouette Score: 0.52) outperformed K-means (0.51) at k = 4, revealing distinct customer segments such as seasonal shoppers and high spenders. Practical implications include the development of targeted marketing strategies, validated through heatmap visualizations and cluster profiling. This study not only underscores the suitability of FAMD for customer segmentation but also sets the stage for more nuanced marketing analytics driven by mixed-data methodologies.
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UR, Orth, and J. Turečková. "Segmenting the tourism market using perceptual and attitudinal mapping." Agricultural Economics (Zemědělská ekonomika) 48, No. 1 (2012): 36–48. http://dx.doi.org/10.17221/5286-agricecon.
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Decreasing numbers of tourists to the Czech Republic point at a weakening competitive position of Czech destinations during the most recent years. For many communities, tourism may be a short-lived economic dream when understanding of tourists´ perceptions and travel motives is lacking. The two objectives pursued in this study are 1) an identification of the positions of competing destinations and 2) an a-posteriori segmentation with psychographic variables. Market segmentation becomes the crucial factor in the strategic design process of target marketing. Like many other markets, tourism markets do not respond homogeneously to marketing activities. Subdividing visitors into useful groups may provide a basis for competitive advantage. Our study establishes taxonomy of visitors to Southern Moravia. The study tries to overcome well-known insufficiencies of single segmentation approaches by exploiting the advantage of the multivariate nature of combined push factors, pull factors, and other factors of more restrictive nature (i.e. time and money). The segmentation task employs multivariate data analysis techniques such as factor analysis, cluster analysis and multi-dimensional scaling. Recent research on the European Vacation Style Typology is incorporated.
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LESTARI, LUXI IKA, and SAINO SAINO. "Analisis Segmentasi Psikografis dan Sensitivitas Harga Konsumen Rumah Makan di Kabupaten Sidoarjo." BISMA (Bisnis dan Manajemen) 3, no. 1 (2018): 15. http://dx.doi.org/10.26740/bisma.v3n1.p15-33.
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Now, eat not just tool to fill up a stomach. Eat have been become lifestyle together with period development and culture hase been made of human. So, restaurant necessary to do exactly segmentatiom to develop marketing strategies more exact and specific for their product target on segmen that more specific of poppulation. Psychographic segmentation is kind of segmentation that intercorrelated with individual consumer’s mind, by exploring such factors as value, lifestyle, and cognitive component (Lowe and Worsley,2002) In this research psycographi segmentation just use value that have 18 indicators and lifestyle that have 6 indicators (Lowe and Worsley,2002). Technique that use to taken sample is non probability sampling. To make taken saple easier, researcher use intidental sampling. Data processing technique use validitas and reliabilitas while statistic analysis use factor analysis, cluster analysis, and ANOVA analysis. Psychographic segmentation that connected with price sensitivity have 4 segment are kekanak-kanakan (1225%), alpha sosializer (23,52%), konservatif (14,21%), optimiser (26,47%), self dominance (9,80%), statis (13,72%). There is found price sensitvity different on each segment where segment stick out, alpha sosializer segment is most sensitive, just the opposite segment that have low price sensitivity are optimiser segment and self domonance segment.
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Kolhede, Eric John, and J. Tomas Gomez-Arias. "Segmentation of infrequent performing arts consumers." Arts and the Market 6, no. 1 (2016): 88–110. http://dx.doi.org/10.1108/aam-04-2014-0015.
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Purpose – The purpose of this paper is to examine market segments within the broader category of occasional patrons of the performing arts. While similarities between these segments exist, important distinctions are also apparent. Design/methodology/approach – The authors surveyed 347 performing arts patrons using a structured questionnaire. Their responses along 28 proposed motivational variables were subjected to factor analysis to reduce their dimensionality and collinearity. Cluster analysis was then applied to respondents’ factor scores to group subjects into homogenous segments for subsequent comparison along variables, including demographic and marketing mix elements. Findings – The authors find six key motivating factors influencing the attendance of performing arts events: personal; promotional; product; distribution; economic; and social motivators. The authors also find that infrequent consumers can be further subsegmented into disinclined and fringe consumers with different levels of performance attendance and dissimilarities in responding to motivators. Research limitations/implications – The survey was conducted in a single county within the San Francisco Bay Area, limiting the generalizability of results. Practical implications – Fringe consumers are more responsive to the personal benefits (e.g. cultural enrichment) derived from the core product offerings of a performance such as programming and quality of the performers. The disinclined segment is more influenced by economic, social, and distribution related elements associated with a performing arts event such as pricing, the accessibility (or convenience) of the venue, and the opportunity to socialize accompanying attendance. Social implications – The practice of relationship marketing by small local performing arts organizations (PAOs) has been emphasized and often advocated by researches in the most recent literature. In order to ensure the viability of PAOs beyond the short-term, further examination of audience development is imperative. This paper indeed places more attention on audience development with a particular focus on expanding audiences among subsegments of infrequent performing arts consumers. Originality/value – The central purpose of this research is to arrive at comprehensive profiles of subsegments within a group of infrequent arts patrons, along with viable differentiated marketing program and positioning approaches that would appeal to each of these consumer categories. Consequently, the authors address a significant gap in the performing arts marketing literature as few recent studies appear to have been structured to allow for the possibility of producing adequate subsegmentation information within a group of occasional performing arts patrons. Secondarily, this study also answers a call for future research to examine the internet as a channel of promotion for arts consumers.
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Talibi, Abdelghafour. "Contributions of Clustering Variable Selection: Methods for International Segmentation." International Journal of Accounting, Finance, Auditing, Management and Economics 3, no. 4-3 (2022): 498–530. https://doi.org/10.5281/zenodo.6969989.
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Performing international activities is a challenging operation given the heterogeneity of the international market which makes practically impossible the development of successful standardized strategies for the entire world’s population. Finding homogeneous international customer segments helps companies to better communicate with the targeted customers by concentrating on a few units, a group, or several groups. Depending on the study purpose, the segmentation results may help to select potentially attractive international markets, to develop in the context of a global marketing standardized strategies for a segment of countries, or to develop in the context of an international marketing a totally or partially differentiated strategy for several groups. Thus, international segmentation has become an indispensable task in the strategic decision-making process for various international business research questions. Consequently, choosing the relevant segmentation bases and the statistical method represent crucial steps to carry out to identify segments of customers. Actually, research studies in which an international market is segmented mainly employ as bases socio-economic or cultural variables. Moreover, in these studies, since the purpose of the analysis is usually to discover a priori unknown segments in an international population, the segmentation task is performed by clustering techniques. Typically, in this scientific research, to facilitate the interpretation of the results, the segmentation task is preceded by factor analysis to reduce a large number of the initial variables into a few dimensions or factors. However, on the one hand, factor analysis usually generates a loss of information and distortion of reality. On the other hand, the set of the variables initially considered may contain irrelevant variables that might lead to incorrect classification. Therefore, to retain only relevant information for the clustering task: variable selection should be performed to reduce the data dimension before considering a factor analysis.As shown by the numerical experiments,conducted on the basis of two secondary databases: the 03/07/2018 updates of the structure of consumption expenditure published by Eurostat including 32 countries of the European Union and its neighboring countries and the 15/04/2016 version of the updated European Values Study data including customers from 48 European countries, it will allow discovering the accurate groups and facilitate result interpretation. As a result, variable selection allows discovering relevant segments that are easy to interpret. Thus, once the variable selection is performed, the segmentation results will enable relevant and accurate analysis and support correct decision-making. <strong>Keywords: </strong>Clustering; Variable selection; International segmentation;International marketing; Global marketing<strong>.</strong> <strong>JEL Classification: </strong>C38 <strong>Paper type: </strong>Empirical research
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Craft, Stephen H. "A Factor Analytic Study of International Segmentation Performance Measures." Journal of Euromarketing 13, no. 4 (2004): 79–89. http://dx.doi.org/10.1300/j037v13n04_05.
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S, Ranganathan, and Abishek M. "Social Marketing." Shanlax International Journal of Commerce 6, S1 (2018): 207–14. https://doi.org/10.5281/zenodo.1419440.
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This paper to achieve social change. It has the primary goal of achieving social good. Traditional commercial marketing aims are primarily financial, though they can have positive social affects as well. In the context of public health, social marketing would promote general health, raise awareness and induce changes in behavior. To see social marketing as only the use of standard commercial marketing practices to achieve non-commercial goals is an oversimplified view. Social marketing seeks to develop and integrate marketing concepts with other approaches to social change. Social marketing aims to influence behaviors that benefit individuals and communities for the greater social good.
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Singh Minhas, Raj, and Everett M. Jacobs. "Benefit segmentation by factor analysis: an improved method of targeting customers for financial services." International Journal of Bank Marketing 14, no. 3 (1996): 3–13. http://dx.doi.org/10.1108/02652329610113126.
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Calvo-Porral, Cristina, and Jean-Pierre Lévy-Mangin. "An emotion-based segmentation of bank service customers." International Journal of Bank Marketing 38, no. 7 (2020): 1441–63. http://dx.doi.org/10.1108/ijbm-05-2020-0285.
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PurposeEmotional and affective responses are experienced during service use that determine customer behavior; and for this reason, bank services require an better understanding of the emotions customers feel in service experiences. This research aims to examine whether different customer segments exist in the bank services industry, based on the emotions they experience when using the service.Design/methodology/approachThe factors were examined through confirmatory factor analysis (CFA). Then, two-step clustering analysis was developed for customer segmentation on data from 451 bank service customers. Finally, an Anova test was conducted to confirm the differences among the obtained customer segments.FindingsOur findings show that the emotion-based segmentation is meaningful in terms of behavioral outcomes in bank services. Further, research findings indicate that bank service customers cannot be perceived as a homogenous group, since four customer clusters emerge from our research namely “angry complainers”, “pragmatic uninvolved”, “emotionally attached customers” and “happy satisfied customers”.Research limitations/implicationsOur findings show that the emotion-based segmentation is meaningful in terms of behavioral outcomes in bank services. Further, research findings indicate that bank service customers cannot be perceived as a homogenous group, since four customer clusters emerge from our research namely “angry complainers”, “pragmatic uninvolved”, “emotionally attached customers” and “happy satisfied customers”, being the “angry complainers” the most challenging customer group.Originality/valueThe study is the first one to specifically segment bank customers based on the emotions they experience when using the service.
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Liu, Hui, Yinghui Huang, Zichao Wang, Kai Liu, Xiangen Hu, and Weijun Wang. "Personality or Value: A Comparative Study of Psychographic Segmentation Based on an Online Review Enhanced Recommender System." Applied Sciences 9, no. 10 (2019): 1992. http://dx.doi.org/10.3390/app9101992.
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Big consumer data promises to be a game changer in applied and empirical marketing research. However, investigations of how big data helps inform consumers’ psychological aspects have, thus far, only received scant attention. Psychographics has been shown to be a valuable market segmentation path in understanding consumer preferences. Although in the context of e-commerce, as a component of psychographic segmentation, personality has been proven to be effective for prediction of e-commerce user preferences, it still remains unclear whether psychographic segmentation is practically influential in understanding user preferences across different product categories. To the best of our knowledge, we provide the first quantitative demonstration of the promising effect and relative importance of psychographic segmentation in predicting users’ online purchasing preferences across different product categories in e-commerce by using a data-driven approach. We first construct two online psychographic lexicons that include the Big Five Factor (BFF) personality traits and Schwartz Value Survey (SVS) using natural language processing (NLP) methods that are based on behavior measurements of users’ word use. We then incorporate the lexicons in a deep neural network (DNN)-based recommender system to predict users’ online purchasing preferences considering the new progress in segmentation-based user preference prediction methods. Overall, segmenting consumers into heterogeneous groups surprisingly does not demonstrate a significant improvement in understanding consumer preferences. Psychographic variables (both BFF and SVS) significantly improve the explanatory power of e-consumer preferences, whereas the improvement in prediction power is not significant. The SVS tends to outperform BFF segmentation, except for some product categories. Additionally, the DNN significantly outperforms previous methods. An e-commerce-oriented SVS measurement and segmentation approach that integrates both BFF and the SVS is recommended. The strong empirical evidence provides both practical guidance for e-commerce product development, marketing and recommendations, and a methodological reference for big data-driven marketing research.
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Yulianto, Edi. "Educational Marketing Management In Increasing The Competitiveness Of Institutions." International Journal of Educational Research & Social Sciences 5, no. 4 (2024): 634–42. https://doi.org/10.51601/ijersc.v5i4.857.
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This research is motivated by the phenomenon of Islamic educational institutions increasing their competitiveness, so that they are able to compete with general educational institutions in the world of education. Marketing management is an important and strategic factor in increasing the competitiveness of institutions. Based on the Higher Education Entrance Test Institute, it is Islamic educational institutions that are ranked first as institutions with the highest scores and are accepted in universities both domestically and abroad. Apart from that, the public's critical power regarding assessments of Islamic educational institutions greatly influences the quality of the institution. The research focus in writing this dissertation is on the management and marketing programs of educational institutions in increasing competitiveness. The aim of this research is to find and formulate propositions for education market segmentation, positioning, funding and educational products at Madrasah Aliyah Negeri 2 Malang City and Madrasah Aliyah Negeri 2 Kediri City. Based on the results of this research, the researcher concluded that: (1) Market segmentation divides student groups based on intellectual level, then these educational groups want to study academic or non-academic education, develop their skills or academic qualifications, market segmentation can analyze more deeply the prospective students who register In this case, it is seen from the needs, understanding, preferences and challenges faced by students. (2) The positioning carried out is to maximize the educational institution's superior and non-leading programs and then maintain relationships with alumni in order to obtain more information and a good reputation and image of the educational institution (3) The institution's marketing funding looks at and understands the factors in its financing starting from starting from marketing objectives, market evaluation, target audience, marketing mix, determining the budget, providing monitoring and carrying out evaluations, of course this is flexible. (4) Marketing products of educational institutions, namely maintaining the performance of their superior programs so that they increase. The superior products owned by these institutions are an important factor in encouraging the development of educational institutions and can increase the competitiveness of educational institutions.
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Andini, Siti Aisyah, Syamsul Bahri Dg Parani, Zakiyah Zahara, and Moh. Zeylo A. "Marketing Strategy to Increase Sales of Traletosi Coffee in Lembantongoa Village." Journal of Management, Digital Business, and Entrepreneurship 2, no. 02 (2024): 47–56. https://doi.org/10.58857/jmdbe.2024.v02.i02.p01.
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This research aims to find out and analyze the strategies used by the Traletosi ground coffee business to increase sales. The method used is a qualitative method and SWOT analysis (Strength, weakness, opportunity, threat). SWOT analysis is an analysis used to evaluate opportunities and threats in the external environment as well as strengths and weaknesses in the internal environment. The main focus of this research is on the mix of Segmentation, Targeting, Positioning, and Marketing. The research results obtained are the increasing use of strategy in marketing a product, the driving factor of which is generating greater profits or profits. The strategic analysis tool used to evaluate IFAS ( Internal Factor Analysis Summary) and EFAS (External Factor Analysis Summary) to evaluate internal and external factors that influence a business in the context of the Traletosi coffee business, by creating IFAS and EFAS tables as a marketing strategy to increase sales.
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Nduna, Lesedi Tomana, and Cine van Zyl. "A benefit segmentation framework for a nature-based tourism destination: the case of Kruger, Panorama and Lowveld areas in Mpumalanga Province." International Journal of Tourism Cities 6, no. 4 (2020): 953–73. http://dx.doi.org/10.1108/ijtc-06-2019-0082.
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Purpose The purpose of this study is to investigate benefits tourist seek when visiting a nature-based tourism destination to develop a benefit segmentation framework. Design/methodology/approach The study used quantitative research methods, with 400 self-administered survey administered to a sample of 400 tourists visiting the Kruger, Panorama, and Lowveld areas in Mpumalanga. Findings Cluster analysis produced two benefit segments. Binary logistic regression benefits that emerged from the cluster analysis were statistically significant predictors of the attractions tourists visited and the activities in which they participated during their stays in Mpumalanga. Factor-cluster analysis and binary logistic regression results were used to develop a benefit segmentation framework as a marketing planning tool. Research limitations/implications The study was only based on Mpumalanga Province and therefore, the results cannot be generalised. The study was conducted over one season, the Easter period Practical implications The proposed benefit segmentation framework provides a tool that destination management organisations can use to plan effectively for marketing. Social implications Effective marketing may lead to increased tourism growth which can have a multiplier effect on the destination. Originality/value This article is based on a master’s study conducted in Mpumalanga and results are presented on this paper.
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Verma, Sanjeev. "Niche level segmentation of green consumers." South Asian Journal of Business Studies 6, no. 3 (2017): 274–90. http://dx.doi.org/10.1108/sajbs-05-2016-0040.
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Purpose The purpose of this paper is to find the niche segmentation of green consumers as a solution to psychographic or demographic predicament. Age cohort and generational cohort (Gen Y and Gen Z) of young consumers are studied for individualization and customization. Design/methodology/approach Age cohorts (Gen Z and Gen Y customers) have their unique needs. Both Gen Y (1981-1995) and Gen Z (post-1995) belong to the young consumer segment in the age group of 20-30 years but their generational cohorts are different. Strategic marketing advocates both generational marketing based on age cohorts and segmented marketing for young consumers. Strategic marketing faces cross-road between youth segmentation and generational cohort (Gen Z and Gen Y) due to intersection between the two during the 20-30 age group. Primary data using the ecological conscious consumer behavior (ECCB) scale was collected and analyzed for understanding the individual and relative importance of psychographic and demographic factors in influencing green behavior. The traditional youth segment is sliced into four sub-groups (Young Nest 1-4), and their interaction effect with post hoc analysis was done for the identification of sources of difference between different age cohorts. The findings of the study were compared with previous studies and unique contributions of this study were identified. Findings The findings indicate multiple niche young segments with demographic as the primary criterion and psychographic as the building block. Niche level and individual level segments emerge due to the interaction of various factors within a given age cohort. The findings confirm the identity development process which considered age as an important factor that affects varying choices throughout life from adolescence to adulthood. Practical implications The findings of this study may be used for effective targeting and positioning strategy of green marketing. In the time of analytics, age cohorts and generational cohort of young consumers can be approached differently for yielding better environmental results. The magnified niche level segmentation of young consumers may be used to develop individualized and customized promotions for young customers in Young Nest 1-4 for an enhanced ECCB. Originality/value Previous studies have focused more on consumer characteristics (demographic or psychographic) and their relative importance but niche level segmentation within given demographic segment was not attempted before. This study is unique in offering microscopic analysis of age cohorts of young consumers (Young Nest 1-4) and their interaction with other demographic variables (gender and income) for niche level segmentation.
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Nazim, N. Haider. "Analytical Models for Physician Segmentation in the Pharmaceutical Industry: A Review and Evaluation." Journal of Scientific and Engineering Research 8, no. 8 (2021): 186–89. https://doi.org/10.5281/zenodo.11488726.
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This paper provides a comprehensive overview of analytical models used in physician segmentation in the pharmaceutical industry, with a particular focus on rare diseases. Key insights include the significance of techniques such as cluster analysis, factor analysis, and regression models in understanding physician behavior and preferences, the challenges posed by limited data access and biases in segmentation models, and the importance of leveraging advanced analytics like machine learning and artificial intelligence to enhance predictive power and tailor marketing strategies. The paper underscores the critical role of physician segmentation in rare diseases, emphasizing the need for personalized approaches and innovative methods to improve accuracy in identifying key opinion leaders, understanding referral networks, and ultimately enhancing patient care and treatment outcomes.
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Panusheff, Emil. "Application of modern strategies in specific agricultural sectors." Economic Thought journal 68, no. 4 (2023): 463–65. http://dx.doi.org/10.56497/etj2368406.
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Bulgaria's commitments to the Common Agricultural Policy of the European Union are a serious challenge for the functioning of a number of agricultural sectors and for supporting their positions on international markets. The scientific interest in the use of specific forms of marketing strategies in beekeeping and grain production is the basis for the monographic study of Associate Professor Lyubomir Lyubenov "Marketing strategies of agro-sectors and regions: a factor for supra-regional competitiveness". It proposes scientifically based concepts for the application of marketing inst-umentarium by creating sustainable functional structures for successful market segmentation of bee products and utilization of regional economic potential.
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Khugaeva, Alena S. "The consumer market as a factor influencing the company’s marketing strategy." ACCOUNTING AND CONTROL 12 (2024): 64–70. https://doi.org/10.36871/u.i.k.2024.12.01.012.
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The article considers the consumer market as one of the main factors determining the marketing strategy of an organization. The author emphasizes the need for constant market analysis and adaptation of marketing strategies in a competitive environment. The research includes studying consumer behavior patterns, monitoring supply and demand, and analyzing macroeconomic changes. The emphasis is on adaptability and strategic flexibility, which allows enterprises not only to meet current market requirements, but also to anticipate its future changes. Analysis methods such as SWOT and PEST analysis are considered, which help companies identify opportunities and threats, as well as segmentation, which allows you to create a profile of target consumer groups to optimize marketing efforts. The article provides examples of global companies such as Coca- Cola and DuPont demonstrating the successful application of adaptive strategies based on changes in consumer preferences. Special attention is paid to the impact of digitalization and economic instability on customer preferences and the strategy of interaction with them. The article highlights the importance of flexibility and customer orientation in a highly competitive environment.
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Oktavia, Nur Fanny, Ermi Herawati, and Muhammad Salman Al Farisi. "MARKETING STRATEGY ANALYSIS IN INCREASING SALES AT FAYZA BUSANA CILEUNGSI (SHARIAH ECONOMIC PERSPECTIVE)." Profit : Jurnal Kajian Ekonomi dan Perbankan Syariah 9, no. 1 (2025): 168–80. https://doi.org/10.33650/profit.v9i1.11226.
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This study aims to analyze marketing strategies for increasing sales at Fayza Busana Cileungsi from the perspective of Islamic economics. The method used is a qualitative method with a case study approach. Data collection techniques by conducting interviews, observation, and documentation. The data analysis technique used SWOT analysis. The results showed that the marketing strategy used was Segmentation, Targeting, and Positioning, as well as the 7P marketing mix (Product, Price, Place, Promotion, People, Process, Physical Evidence) with sharia marketing characteristics Rabbaniyah, Waqi'iyah, Akhlaqiyyah, and Al-Insaniyyah. The Internal Factor Analysis Summary table shows positive results with a score value of 0.12 and the External Factor Analysis Summary table shows negative results with a score value of -0.19. The results of data processing using a Cartesian diagram show the position of Fayza Busana in quadrant II with alternative strategies that can be carried out using the ST (Strengths-Weaknesses) strategy, which is to utilize internal strengths to avoid or reduce external threats.
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Ullah, Asmat, Muhammad Ismail Mohmand, Hameed Hussain, et al. "Customer Analysis Using Machine Learning-Based Classification Algorithms for Effective Segmentation Using Recency, Frequency, Monetary, and Time." Sensors 23, no. 6 (2023): 3180. http://dx.doi.org/10.3390/s23063180.
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Customer segmentation has been a hot topic for decades, and the competition among businesses makes it more challenging. The recently introduced Recency, Frequency, Monetary, and Time (RFMT) model used an agglomerative algorithm for segmentation and a dendrogram for clustering, which solved the problem. However, there is still room for a single algorithm to analyze the data’s characteristics. The proposed novel approach model RFMT analyzed Pakistan’s largest e-commerce dataset by introducing k-means, Gaussian, and Density-Based Spatial Clustering of Applications with Noise (DBSCAN) beside agglomerative algorithms for segmentation. The cluster is determined through different cluster factor analysis methods, i.e., elbow, dendrogram, silhouette, Calinsky–Harabasz, Davies–Bouldin, and Dunn index. They finally elected a stable and distinctive cluster using the state-of-the-art majority voting (mode version) technique, which resulted in three different clusters. Besides all the segmentation, i.e., product categories, year-wise, fiscal year-wise, and month-wise, the approach also includes the transaction status and seasons-wise segmentation. This segmentation will help the retailer improve customer relationships, implement good strategies, and improve targeted marketing.
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Chen, Huei-Ju, and Mathilde Sasias. "Tourist Segmentation in Taiwan's Wineries: A Cultural Perspective." Social Behavior and Personality: an international journal 42, no. 2 (2014): 223–36. http://dx.doi.org/10.2224/sbp.2014.42.2.223.
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We examined the segmentation of wine tourists in Taiwan in relation to their cultural values and lifestyle, and conducted a cultural comparison of wine drinking values and lifestyle between the results of Western and Taiwanese studies. The results of factor analysis and a 2-step cluster analysis of 428 wine tourists at the Shin-Yi and Shu-Sheng wineries showed that wine tourists can be categorized into 3 groups: conservative, hedonistic, and reward seeking. Our findings may assist Taiwanese winery owners to utilize marketing strategies that consider the lifestyle and cultural values of wine tourists, so that the appeal of the wines and wineries will be increased.
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Mohsenin, Shahryar, Seyedamir Sharifsamet, Mohammad Rahim Esfidani, and Lucas A. Skoufa. "Customer decision-making styles as a tool for segmenting digital products market in Iran." Journal of Islamic Marketing 9, no. 3 (2018): 560–77. http://dx.doi.org/10.1108/jima-04-2017-0041.
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Purpose The purpose of this paper is to define and develop digital products market segments in Tehran based on consumers’ buying decision-making styles (CDS) and testing applicability of Sproles and Kendall’s model [consumer style inventory (CSI)] for this steady growing market in Tehran and contributing to theories of market segmentation. Design/methodology/approach This research used exploratory factor analysis (EFA) to explore and identify digital products shoppers CDS. In addition, to determine whether the selected items and factors loaded, measured the identified CDS correctly, confirmatory factor analysis (CFA) was used to substantiate the number of explored CDS. Then, cluster analysis was executed to pinpoint decision-making groups and demographic characteristics such as gender, marital status, age, education and digital shopping experience to profile the diagnosed clusters. Findings Five CDS were distinguished for digital products customers (four former styles and one new one’s named “Premeditated buying”) through EFA and CFA analysis as a tool for segmenting; four clusters are, namely, “Best Seekers”, “Premeditators”, “Innovation Seekers”, and “Price Insensitive”. Practical implications It will be beneficial to companies focussing on the Iranian digital market. This study identifies each cluster behaviour based on demographic data too. Originality/value This is the first study focussing on market segmentation using extracting digital products decision-making styles. As the new shopping style, “Premeditated buying”, has been explored from this analysis and due to the nature of digital products, this CDS has not been found in previous studies and is unique to Iranian digital products shoppers.
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Karayanni, Despina. "A Cluster Analysis of Physician’s Values, Prescribing Behaviour and Attitudes towards Firms’ Marketing Communications." International Journal of Customer Relationship Marketing and Management 1, no. 4 (2010): 62–79. http://dx.doi.org/10.4018/jcrmm.2010100104.
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In this paper, the authors present an exploratory research on the associations between physicians’ personal values with physicians’ prescribing criteria and preferred marketing communications. The research involved extant marketing research and primary data collection. The resulting quantitative research instrument was then administered to a sample of 69 physicians, yielding a 69% response rate. All but the demographic measures were tapped by 5-point scales and a series of factor and reliability analyses assessed unidimentionality and reliability of research constructs. A series of ANOVAs and Tukey tests depicted the differences among three clusters. Implications are that physicians’ personal values may be a meaningful basis of segmentation for the pharmaceutical market, and findings may be useful for both marketing strategy planners and researchers examining physicians’ prescription behavior and attitudes towards firms’ marketing communication efforts.
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Taherdangkoo, Mohammad, Beikpour Mona, and Kamran Ghasemi. "The role of industries’ environmental reputation and competitive intensity on sustainability marketing strategy." Spanish Journal of Marketing - ESIC 23, no. 1 (2019): 3–24. http://dx.doi.org/10.1108/sjme-02-2018-0005.
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Purpose This paper aims to highlight a model of industry drivers (industries’ environmental reputation and competitive intensity) that affect the sustainability marketing strategy segmentation, targeting and positioning based on customers’ environmental concern and explore the circumstances under which such a strategy affects performance. Design/methodology/approach The authors examined 64 Iranian export companies, which adopted sustainability marketing strategies across seven different industries. Achieved data are analyzed using a structural equation model methodology. Findings The results indicate that industries’ environmental reputation is positively related to the sustainability marketing strategies based on customers’ environmental concern and leads to superior financial and market performance. They also posit that competitive intensity has no significant effect on sustainability marketing strategies. Research limitations/implications This study specifically examines the impact of industry drivers on sustainability marketing strategy and performance. Logically, there might be other factors affecting the sustainability or other value dimensions that are not addressed in this study. Practical implications This paper provides some understanding of how organizations strength their sustainability marketing strategy, and they have to consider what factors to adopt such strategy. This paper also facilitates a better understanding of the customers’ needs and concern as a factor influencing sustainability marketing strategy adoption and implementation. Identifying the customer segmentation and market targeting based on the industry’s environmental can lead to the business will normally tailor the marketing mix (4Ps) with the needs and expectations of the target in mind. Originality/value This paper strengthens the effect of environmental concern of customer to understand what influences the success of the sustainability marketing adoption and implementation by investigating the most influential factors such as industries’ environmental reputation and competitive intensity.
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Miftah Ul Jannah, Kuntum Khoiru Nisa, and Didit Purnomo. "Analisis Strategi Pemasaran Digital pada Batik Equatik." Determinasi: Jurnal Penelitian Ekonomi Manajemen dan Akuntansi 3, no. 1 (2025): 50–58. https://doi.org/10.23917/determinasi.v3i1.384.
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Batik Equatik is a fashion product that combines culture and current trends. A product needs to have a good marketing strategy, nowadays online sales are rampant in Indonesia because the new era of digital marketing has entered the practice of modern society. Now Social Media plays a big role in promoting a product including in the fashion world, therefore Equatik batik needs to have the right strategy to be able to enter the digital market in Indonesia. The purpose of this study is to analyze what marketing strategies Equatik batik should have as a new product. Through SWOT analysis with the IFE (Internal Factor Evaluation) and EFE (External Factor Evaluation) matrices, both explain how the factors of strengths, weaknesses, opportunities and threats that exist in digital marketing in Equatik batik. The results of the analysis show that the SO strategy has the highest value, namely by intensifying promotions on social media so that products are increasingly recognized, providing stable and loyal prices to customers, providing safe and affordable shipping services and building clear market segmentation in order to expand reach to the public.
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Staley, John A. "“Get Firefighters Moving”: Marketing a Physical Fitness Intervention to Reduce Sudden Cardiac Death Risk in Full-Time Firefighters." Social Marketing Quarterly 15, no. 3 (2009): 85–99. http://dx.doi.org/10.1080/15245000903131384.
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Firefighters as an occupational group are at increased risk for a cardiac-related injury, with the largest proportion (44%) of firefighter on-duty mortality due to sudden cardiac death. As poor physical fitness behaviors are a contributing factor to this risk, a social marketing approach was used to design and market a competitive team-sports intervention to improve physical fitness and reduce cardiac risk factors in a group of full-time firefighters. This article describes how social marketing principles were used in the design and implementation of the “Get Firefighters Moving” physical fitness intervention. This includes strategic development of the marketing plan, with discussion of audience segmentation and the marketing mix used to implement the intervention. Preliminary findings are also presented, as they suggest improvement in cardiac risk factors including blood pressure, cardiovascular class, flexibility, and percent body fat.
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Supriya, V. Pawar, Kumar Gireesh, and Deshmukh Eashan. "Predictive Analytics for High Business Performance through Effective Marketing." International Journal of Trend in Scientific Research and Development 2, no. 2 (2018): 380–82. https://doi.org/10.31142/ijtsrd8385.
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With economic globalization and continuous development of e commerce, customer relationship management CRM has become an important factor in growth of a company.CRM requires huge expenses. One way to profit from your CRM investment and drive better results, is through machine learning. Machine learning helps business to manage, understand and provide services to customers at individual level Both customer segmentation and buyer targeting help the business to increase marketing performances. The objective is to propose a new approach for better customer targeting. Supriya V. Pawar | Gireesh Kumar | Eashan Deshmukh "Predictive Analytics for High Business Performance through Effective Marketing" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-2 , February 2018, URL: https://www.ijtsrd.com/papers/ijtsrd8385.pdf
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Jenkins, Eva L., Samara Legrand, Linda Brennan, Annika Molenaar, Mike Reid, and Tracy A. McCaffrey. "Psycho-Behavioural Segmentation in Food and Nutrition: A Systematic Scoping Review of the Literature." Nutrients 13, no. 6 (2021): 1795. http://dx.doi.org/10.3390/nu13061795.
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Inadequate dietary intakes are a key modifiable risk factor to reduce the risk of developing non-communicable diseases. To encourage healthy eating and behaviour change, innovative public health interventions are required. Social marketing, in particular segmentation, can be used to understand and target specific population groups. However, segmentation often uses demographic factors, ignoring the reasons behind why people behave the way they do. This review aims to explore the food and nutrition related research that has utilised psycho-behavioural segmentation. Six databases from were searched in June 2020. Inclusion criteria were: published 2010 onwards, segmentation by psycho-behavioural variables, outcome related to food or nutrition, and healthy adult population over 18 years. 30 studies were included; most were quantitative (n = 28) and all studies used post-hoc segmentation methods, with the tools used to segment the population varying. None of the segments generated were targeted in future research. Psycho-behavioural factors are key in understanding people’s behaviour. However, when used in post-hoc segmentation, do not allow for effective targeting as there is no prior understanding of behaviours that need to change within each segment. In future, we should move towards hybrid segmentation to assist with the design of interventions that target behaviours such as healthy eating.
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Lee, Jae-Moon, Yong-Gun Lee, and Hyung-Chul Joo. "Market Segmentation Strategy According to Consumer Demographics and Psychology for Sports Collaboration Products." Korean Journal of Sport Science 32, no. 4 (2021): 573–85. http://dx.doi.org/10.24985/kjss.2021.32.4.573.
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PURPOSE This study aimed to subdivide the market based on the general characteristics and consumer psychology of sports brand collaboration consumers and provide basic data for efficient collaboration marketing activities of sports companies.METHODS The subjects of this study were high school, college, and graduate students from high schools and universities in the Seoul and Gyeonggi area. Of the 600 copies of the questionnaire distributed, 475 were selected and analyzed in the final sample. Regarding the statistical method for this study, the PASW 18.0 statistical program was used for the frequency, exploratory factor, reliability, hierarchical cluster, K-means clustering, and cross analyses, as well as the one-way ANOVA.RESULTS The results of the analysis suggested five subdivided clusters with according marketing strategies: “external male,” “practical male,” “twenties design preferred female,” “low-interest women,” and “high consumption optional attributes” groups.
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Masiero, Lorenzo, and Juan L. Nicolau. "Tourism Market Segmentation Based on Price Sensitivity." Journal of Travel Research 51, no. 4 (2011): 426–35. http://dx.doi.org/10.1177/0047287511426339.
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This article builds on the double role of the effect of prices on the choice of tourism activities: not only is it the sole component of the destination marketing mix that represents revenue but also a determinant factor in tourist choice. On this account, identifying patterns of tourists with different degrees of sensitivities to prices would help destinations design an appropriate bundle of activities and have a clear definition of the segment they should try to attract. Accordingly, the objective of this article is to identify tourist segments from individual price sensitivities to activities. The results show—although price has a dissuasive influence on the choice of activities—a differentiated effect (as this dissuasiveness is not general for all individuals); this heterogeneous responsiveness to price supports its use as a segmentation criterion. In the empirical application, four segments are found with significantly different price sensitivities.
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Yan, Qin, Amornruangtrakool Sutthapat, and Kositkanin Thananwarin. "Factors Affecting Consumer's Decision To Purchase Household Appliances in Chengdu City." Factors Affecting Consumer's Decision To Purchase Household Appliances in Chengdu City 8, no. 11 (2023): 7. https://doi.org/10.5281/zenodo.10282534.
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The objectives of this research were: (1) To study personal factor affecting the marketing mix. This research is quantitative research. (2) to study opinions about the factor marketing mix factors in purchasing decision household appliances in Chengdu city. The sample size for this study is 438 people. Simple sampling was used. The tool for collecting data is a questionnaire. Statistics used in the analysis include percentages, standard deviations, T-Test, F-Test, and analysis of variance. The results of the study found that (1) Demographic characteristics affect consumers' decision to purchase household appliances. Among the demographic factors gender differences educational level differences income difference Differences in housing types and differences in the number of family members It has a significant impact on the results of marketing promotions. These findings help organizations Carry out market classification management Different advertising investments Market segmentation and price manipulation policy and increase market density market effectiveness and market capabilities. (2) factors in the marketing mix that influence the decision to purchase electrical appliances of consumers in Chengdu. It is a factor that has strong consensus among consumers covering all 7P's. Comparatively, Product factor ranks the top influencing factor and Price factor ranked the second, and the third is Promotion, while Process, People, Place and Physical Evidence are the fourth, the fifth, sixth and seventh respectively. In more detail, zero installment payment in Promotion is regarded most important to consumers, and the certification standard in Products is the top second concern to buyers.Keywords:- Affecting Factors, Consumer's Decision, Purchasing Household Appliances, Chengdu City.
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Carrascosa-López, Conrado, Mauricio Carvache-Franco, José Mondéjar-Jiménez, and Wilmer Carvache-Franco. "Understanding Motivations and Segmentation in Ecotourism Destinations. Application to Natural Parks in Spanish Mediterranean Area." Sustainability 13, no. 9 (2021): 4802. http://dx.doi.org/10.3390/su13094802.
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Ecotourism is one of the tourism variants with more annual growth. Motivation has become a fundamental criterion for travel behavior. Segmentation is used to identify the market niches of different tourism products and services. This study collects these three elements and is designed to examine demand segmentation and motivations in ecotourism. The analysis was carried out in the Albufera and Serranía de Cuenca Natural Parks, both located in the Mediterranean area in Spain. The analysis sample consists in 349 surveys obtained in situ. For the data analysis, a factor analysis and nonhierarchical K-media segmentation were performed. The results show eight motivational dimensions: “Interpersonal relationships”, “Self-development”, “Escape”, “Building personal relationships”, “Nature”, “Ego-defensive function”, “Rewards”, and “Fun”. According to tourists’ motivations, three ecotourist segments are obtained: “Nature”, “Multiple motives”, and “Reward and Escape”. This research can assist companies and institutions to improve tourism service offers and perform efficient marketing planning.
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Cho, Meehee, Mark A. Bonn, and Robert A. Brymer. "A Constraint-Based Approach to Wine Tourism Market Segmentation." Journal of Hospitality & Tourism Research 41, no. 4 (2014): 415–44. http://dx.doi.org/10.1177/1096348014538049.
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This study investigated wine tourism constraints from a market segmentation perspective to understand the potential importance they may have on preference and behavioral intentions to visit wine regions. Using constraints scales customized to the wine tourism context, a factor-cluster segmentation approach generated five homogenous subgroups: Highly Constrained, Cost & Time Conscious, Family Togetherness, Unmotivated, and Minimally Constrained. Analysis of variance tests indicated that preference and intentions to visit wine regions were significantly different among the five clusters. In particular, two cluster groups representing Minimally Constrained and Family Togetherness were found to offer the most utility for further wine tourism market segmentation research. Implications for all cluster groups regarding unique sociodemographic characteristics and behavioral intentions were discussed. This study provides future academic research opportunities pertaining to the application of wine tourism constraints scales. Destination marketing organizations can apply these findings toward the development of effective target market strategies.
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Saayman, M., and T. Dieske. "Segmentation by motivation of tourists to the Kgalagadi Transfrontier Park." South African Journal of Business Management 46, no. 2 (2015): 77–87. http://dx.doi.org/10.4102/sajbm.v46i2.93.
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The Kgalagadi Transfrontier Park is one of South Africa’s unique attractions for national and international tourists. However, little research has been done on visitors to transfrontier parks. In addition marketers highlight the importance of understanding the reasons why people travel and who these tourists are. Therefore the aim of this article is to segment the market of the Kgalagadi Transfrontier Park by means of visitors’ travel motives. This was achieved by means of a survey. In the statistical analysis, 414 questionnaires were used and the survey was conducted from 2010 to 2012. The statistical analysis included a factor analysis and ANOVA. Four factors were identified through the factor analysis namely escape, education and recreation, park attributes and exploration. The latter was unique to this research since it has not been found in other studies. The ANOVA confirmed that a wide variety of variables influence the decision-making process and that the marketing strategy should focus on different methods and events to attract a greater market.
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Paluri, Ratna Achuta, and Saloni Mehra. "Financial attitude based segmentation of women in India: an exploratory study." International Journal of Bank Marketing 34, no. 5 (2016): 670–89. http://dx.doi.org/10.1108/ijbm-05-2015-0073.
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Purpose – The purpose of this paper is to identify factors influencing the financial attitudes of Indian women and then classifying Indian women based on these attitudes. These clusters are then studied for their characteristics. Design/methodology/approach – Literature reviewed led to the identification of variables influencing financial attitude of women. Nine of these variables (anxiety, interest in financial issues, intuitive decisions, precautionary saving, free spending, materialistic and fatalistic attitude, propensity to plan for long and short-term financial goals) were put through confirmatory factor analysis. These factors were then used as a basis for cluster analysis. The study was conducted in the city of Nashik, India, in 2014-2015, using convenience sampling. A self-reported questionnaire was used for the survey. Findings – Results of the study showed that only a third of the respondents did not buy any financial products. The most preferred financial products of Indian women were fixed deposits and insurance policies. Four clusters of women were identified, based on their financial attitudes – judicious consumers, conservative consumers, acquisitive consumers, unsure consumers. An analysis of the dispersion of the clusters shows that interest in financial issues has the greatest influence in the formation of clusters followed by the propensity to plan and materialistic attitude. Fatalistic attitude had the least influence in the formation of clusters. Research limitations/implications – The current study uses convenience sampling which is non-probability-based sampling and hence, lack generalizability of results. The sample for the current study is small, given the resource availability of the researcher and the unwillingness of women to participate in the survey. Practical implications – The paper provides important insights for the marketers of financial services, in understanding the women consumers in the expanding Indian market. Social implications – An understanding of the women consumers would help marketers develop products and financial literacy programs that suit the requirements of each specific group. By doing so the programs and communcation would be more effective. Originality/value – This paper discusses the financial attitudes and behavior of Indian women and further clusters these women based on their financial attitudes.
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Yuliani, Irma. "Analisis Faktor yang Mempengaruhi Minat Nasabah Memilih Produk Tabungan Wakaf di Bank CIMB Niaga Syariah Cabang Samarinda." Ekonomis: Journal of Economics and Business 6, no. 1 (2022): 183. http://dx.doi.org/10.33087/ekonomis.v6i1.497.
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This type of research is a field research that is a study conducted systematically by raising the data in the field. The purpose of this study is to determine the Marketing Strategy and the factors that influence the customer's interest in choosing a waqf savings product and its mechanism and process at the Samarinda Branch of CIMB Niaga Syariah Bank for consideration in decision making. The nature of this research is descriptive qualitative. The study used observation, interview and documentation techniques with several key customers of waqf savings and related bank management / parties. The research uses factor analysis of Miles and Hubberman analysis techniques and triangulation. The results showed that the marketing strategy undertaken by Bank CIMB Niaga Syariah Samarinda Branch used STP (Segmentation, targeting, and Positioning). Segmentation is to divide customers based on social strata class, income level and occupation, positioning which offers sharia values through waqf savings products as one of the superior products that is unique, superior and provides benefits for customers and recipients of waqf.
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Shashkova, Nina, Iuliia Ushkarenko, Andrii Soloviov, Oleksii Osadchyi, and Vitalii Nitsenko. "Behavioral Segmentation of Baby Food Consumers: Risk Areas, Possible Solutions. The Case of Ukraine." European Journal of Sustainable Development 10, no. 1 (2021): 349. http://dx.doi.org/10.14207/ejsd.2021.v10n1p349.
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The concept of this work is based on the idea of the interrelation of socio-demographic factors and factors of enterprises strategic development (baby food producers). According to the key indicators, the main components identify the psychographic characteristics of baby food consumers. Each factor included features with the highest factor load after geometric rotation by the Varimax method. The most critical areas of social status, stereotypical representation, consumer standards are found, which signal urgent problems that can be solved only if efforts of public and private solutions are combined (Foresight design). Social PR projects are a possible solution for a long-term program to expand the domestic market for baby food. The mechanism of implementation is to provide an opportunity for enterprises producing baby food products to participate in the implementation of national and regional programs to support fertility and family policy in Ukraine. It is suggested to introduce the results of marketing analysis of psychographic segmentation of consumers of baby food products into Foresight-design programs. The study proposes to integrate the marketing communication policy of baby food manufacturers and government policies in the field of fertility support in Ukraine, based on the principles of Foresight engineering for the social projects implementation.
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Nagar, Komal. "The wellness zone headmasters salon and spa: managing growth." Emerald Emerging Markets Case Studies 11, no. 1 (2021): 1–25. http://dx.doi.org/10.1108/eemcs-07-2020-0252.
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Learning outcomes The learning outcomes of this paper is as follows: to identify unique selling points of a growing business for attaining competitive advantage; to understand the role of segmentation for Wellness Zone Headmasters (WZH); to explore different strategic choices for successful expansion of business; to help students understand the concept of customer satisfaction in a competitive industry; and to understand the importance of differentiation as a major deciding factor for the future of a business. Case overview/synopsis In March 2020, Kumud Goel, one of the directors of WZH, a chain of wellness spa and salon in Jammu and Kashmir (India), was considering different marketing strategies to grow her existing business. The company had opened two new outlets in the past two years and was looking at increasing its customer base. Kumud was concerned about keeping her customers satisfied in a highly competitive industry. She was aware that differentiation was critical for future growth. In what ways could WZH differentiate itself from its competitors at a time when the market was exploding? Could customer segmentation be the solution? What measures would WZH need to take to increase its repeat customers? Complexity academic level The case is appropriate for use in a 90-min class in a Masters in Business Administration-level management course and for undergraduates, especially marketing majors and in a module on marketing strategy and customer value. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.
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Rosyida, Afnani, Tian Heriyani, Irfan Fuadi, and Halifa Dinia. "STRATEGY SEGMENTING, TARGETING, DAN POSITIONING: STUDY ON PT SIDOMUNCUL." Journal of Islamic Economic Scholar 1, no. 1 (2020): 51–75. https://doi.org/10.14421/jies.2020.1.1.51-75.
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Although promotion, production, distribution, and pricing are important indicators of marketing activities, many marketing efforts fail in carrying out their marketing strategies. A factor that often becomes a challenge in marketing is the lack of mastery of STP (segmentation, targeting, & positioning). This research uses secondary data. The secondary data needed comes from the 2019 financial statements obtained from the website of PT. Sido Appears Tbk. This study The purpose of this study was to analyze the strategic performance of market segments, targets and positions at PT. Sido Appears. Therefore, PT Sido Muncul has published its market not only for local but also international. PT Sido Muncul exports in Southeast Asia such as Malaysia, Vietnam, Myanmar and others. The company will also increase the distributor's ability to increase the consumer base in traditional and modern trade markets. From the 4P analysis, PT Sido Muncul did a close positioning with the Indonesian community and broad consumers in terms of promotions, prices, places and products.
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Al-Durgham, Lamees M., and Mahmoud A. Barghash. "Factor and Cluster Analysis as a Tool for Patient Segmentation Applied to Hospital Marketing in Jordan." American Journal of Operations Research 05, no. 04 (2015): 293–306. http://dx.doi.org/10.4236/ajor.2015.54023.
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Özdemir, Gökçe, and Vesile Aslı Arzık. "Segmentation of Social Media Users for Destinations." Tourism 70, no. 1 (2021): 53–66. http://dx.doi.org/10.37741/t.70.1.4.
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This is a study into the segmentation of social media users interested in traveling into groups and aims to ascertain if differences exist in benefits among segments. It is based on a survey that examines the benefits they see social media as having before, during, and after a trip to a destination, using their responses to generate a data-driven segmentation. Data from a total of 218 questionnaires were analyzed using factor and cluster analysis in sequence, specifically applying a hierarchical cluster analysis using the Ward method and a K-means algorithm. The analysis led to the identification of four useful types of social media user: info-seeker, communication-seeker, interaction-seeker, and hybrid segments, each of which seeks different things from social media and use it in different ways (e.g., to seek information, to see what other people have said about a destination, or to post their own experiences). As such, the implications of our findings offer useful insights for both scholars and destination marketers, highlighting the significance of offering appropriate marketing strategies for each type of segment.
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Siregar, Terri Genta Sansui, Subillhar Subillhar, and Heri Kusmanto. "Kemenangan Royal Simanjuntak dari Partai Kebangkitan Bangsa menjadi Anggota DPRD Kabupaten Tapanuli Utara." PERSPEKTIF 11, no. 2 (2022): 547–60. http://dx.doi.org/10.31289/perspektif.v11i2.5910.
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The purposes of this study are: To find out the victory and electability factor of Royal Simanjuntak from PKB to become a Member of the DPRD of North Tapanuli Regency in the 2019 Election To understand the electability factor of Royal Simanjuntak in the 2019 Election. The type of this research is qualitative research. The strategy carried out by Royal Simanjuntak in his victory in the 2019 Legislative Election is by maximizing 9 elements of political marketing, the 9 elements are segmentation, positioning, policy, person, party, presentation, pull marketing, pass marketing and push marketing. Using political marketing strategies through political communication channels, namely, face-to-face and door-to-door activities. This door to door strategy is very effective and helps the process of attracting prospective voters because apart from being known to prospective voters, Royal can directly discuss and witness the situation of the community more closely. Royal Simanjuntak!'s victory in the 2019 election, apart from a good political marketing strategy, was also influenced by Royal's socio-political modalities. Socio-political modalities in the form of political capital, social capital and economic capital are very effective in winning political contestations. conceptually it is said that the synergy of these three socio-political modalities is very significant in influencing the victory of a candidate. The modalities that were managed and organized effectively by Royal simanjuntak had a significant influence on its victory in the 2019 elections.
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Biswas, Pratik, ParthaSarathi Bishnu, and Mridanish Jha. "IMPLEMENTATION OF FRIEDMAN"S ANALYSIS IN BANKING SECTOR MEDICLAIM INSURANCE." COMPUSOFT: An International Journal of Advanced Computer Technology 05, no. 05 (2016): 2115–19. https://doi.org/10.5281/zenodo.14791624.
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Banking sector medical insurance have proven itself an important topic of discussion for last couple of years. Customer segmentation and customer satisfaction are two pivotal factors of this topic. Valued customers are the most essential factor of marketing for any business organization (private or public). Same concept is applicable for banking sector too. Banks provide medical policies to their personal customers in reasonable rate and flexible conditions. Policies are of different types with unlike features (attributes).Some of them are more adaptable than the other. As we know the interplay between theoretical ideas and data analysis could lead to major policy implications, in this paper we use Friedman"s test for ranking preference and CRM for segmentation part in order to prefer policies in customer point of view.
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Pirsich, Wiebke, Katharina Wellner, Ludwig Theuvsen, and Ramona Weinrich. "Consumer segmentation in the German meat market: purchasing habits." International Food and Agribusiness Management Review 23, no. 1 (2020): 85–103. http://dx.doi.org/10.22434/ifamr2019.0020.
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Only considering consumers’ store format choice seldom provides sufficient information on their choice of the actual point of purchase for meat: self-service counter or service counter. For retailers, however, it is of crucial importance to know how meat shoppers differ in their store format choice, preferred type of meat packaging and how these differences can be explained. This paper investigates how attitudes and sociodemographics influence consumer segmentation regarding store format choice and preferred meat packaging type in the German meat market. 667 consumers were segmented based on their purchasing frequency, store format choice, and preferred type of meat packaging using cluster analysis. Then, an exploratory factor analysis examined attitudinal factors. Finally, the factors and respondents’ sociodemographics were regressed onto the consumer clusters using multinomial logistic regression. The application of appropriately adapted marketing strategies can help increase patronage in the segments.
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Giyanto, Rhian Indradewa, and Edi Hamdi. "Implementation of Marketing Plans in Abrasion Resistance Plate Steel Stockist and Fabrication Companies in Indonesia." Syntax Idea 5, no. 12 (2024): 2554–70. https://doi.org/10.46799/syntax-idea.v5i12.2672.
Full textAbstract:
This research aims to investigate and analyze the implementation of marketing plans at Abrasion Resistance Plate stockist and steel fabrication companies in Indonesia. Abrasion Resistance Plate is a material that is needed in various industries, especially in construction and manufacturing, because of its extraordinary wear-resistant properties. Implementation of an effective marketing plan can be a key factor in a company's success in a competitive market. This study was conducted by analyzing the marketing strategies used by companies in marketing their Abrasion Resistance Plate products. The research methodology involved analysis of primary and secondary data, including interviews with company management, customer surveys, and literature reviews. The results of this research provide in-depth insight into the marketing strategies used by this company, including market segmentation, pricing, promotion, and distribution. The findings of this research will provide valuable guidance for similar companies in the Abrasion Resistance Plate steel industry and also contribute to a better understanding of the dynamics of the steel market in Indonesia. Apart from that, the results of this research can also be a basis for these companies to improve and optimize their marketing plans in order to increase their competitiveness in the market.
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SCALABRINI, Elaine, Alexandra CORREIA, Alcina NUNES, et al. "OUTDOOR TOURISM DEMAND SEGMENTATION: A CASE STUDY FROM NORTH OF PORTUGAL." GeoJournal of Tourism and Geosites 44, no. 4 (2022): 1342–49. http://dx.doi.org/10.30892/gtg.44420-952.
Full textAbstract:
This research aimed to segment the market of visitors who practise outdoor activities in the North region of Portugal based on their motivations. An online survey was conducted between June to September of 2021, with a sample of 200 tourists who realised the region's outdoor activities during this period. The data collected allowed determining factor analysis and the clusters. Two factors: services/hospitality and nature experiences, and three clusters: soft practitioners, radicals, and enthusiasts were delimited. The results show that these groups differ in motivations and practised activities. Segmentation of outdoor tourism demand in North of Portugal should set out marketing and promotion strategies in different destinations, attracting demand from outside the region, and according to their preferences.