Pro softball fan segments: a two-step cluster analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ceyda Mumcu ◽  
Nancy Lough
Keyword(s):  
Cluster Analysis ◽  
Market Segmentation ◽  
Sport Marketing ◽  
Theory And Practice ◽  
Continuous Variables ◽  
Marketing Practice ◽  
Content Type ◽  
Sport Fans ◽  
Sport League ◽  
Chi Squared

PurposeNiche sports such as women's professional sport leagues face many challenges to developing and expanding their fan base. Understanding sport fans, segmenting consumer bases and targeting them effectively can assist in both developing the fan base and competing for investments like sponsorships and media rights. The purpose of this study was to explore consumer segments of the National Pro Fastpitch (NPF), a niche softball league, by identifying demographic and psychographic characteristics of the segments and developing a persona for each segment.Design/methodology/approachData were collected from 3,463 NPF consumers with the assistance of NPF league officials using their social media outlets. A two-step cluster analysis was performed employing both categorical and continuous variables to inform the segmentation, which was followed with chi-squared statistics and two MANOVAs to compare the segments' demographic characteristics, points of attachment (POAs) levels and attendance and viewership of NPF games.FindingsThree distinct consumer segments with unique demographic, POA and softball participation characteristics were identified. Differences among these segments' consumption of NPF games validated the existence of three distinct consumer segments.Originality/valueThis research is the first to examine consumer behavior in women's softball, and it expands the sport marketing literature through the identification of consumer segments of a niche sport league with a novel cluster analysis. Blending theory and practice by incorporating both demographic and psychographic variables into market segmentation, the research uniquely serves this niche sport and thereby informs improved marketing practice.

The 3-S typology of South African culinary festival visitors

2017 ◽  
Vol 29 (6) ◽  
pp. 1560-1579 ◽  
Author(s):  
Armand Viljoen ◽  
Martinette Kruger ◽  
Melville Saayman
Keyword(s):  
Cluster Analysis ◽  
Factor Analysis ◽  
South African ◽  
Market Segmentation ◽  
Content Type ◽  
African Context ◽  
Three Stages ◽  
Practical Implications ◽  
General Profile ◽  
Structured Questionnaire

Purpose This paper aims to identify and cluster visitors to a premier South African cheese festival based on their motivation for attending the festival. Design/methodology/approach A structured questionnaire was used to collect the data from visitors over the three days of the festival, in which 519 usable questionnaires were included in the analysis. Three stages of the analysis were employed: a factor analysis examining the visitors’ motivation to attend the festival, a cluster analysis based on the motives identified by the factor analysis and an analysis of significant differences between the different market segments. Findings The general profile of respondents was similar to the profile of culinary tourists found in other studies. Furthermore, five key motives were identified, of which this combination has not been previously identified in the literature. The cluster analysis identified three distinct clusters, with heterogeneous behavioural and socio-demographic profile identifiers. Practical implications The value that this market segmentation technique holds regarding the marketing and branding of a(n) event/festival is that it could help managers/marketers to promote better culinary events/festivals in South Africa, by offering unique attributes that attract culinary visitors. Originality/value To the authors’ knowledge, this study is a first attempt to segment culinary visitors based on motivational factors, especially within the South African context. Clustering based on motives proved to be a useful market segmentation tool and proposes a 3-S typology of visitors to food-related events/festivals, namely, social, serious and selective epicureans.

Spa market segmentation according to customer preference

2016 ◽  
Vol 28 (2) ◽  
pp. 418-434 ◽  
Author(s):  
Basak Denizci Guillet ◽  
Deniz Kucukusta
Keyword(s):  
Cluster Analysis ◽  
Market Segmentation ◽  
Design Methodology ◽  
Content Type ◽  
Face To Face ◽  
Customer Preference ◽  
Combined Use ◽  
And Cluster Analysis ◽  
Industry Professionals ◽  
Practical Implications

Purpose – This paper aims to segment spa customers based on their preferences for a set of spa attributes. With the considerable growth rate of the spa market, it is vital for spa professionals to understand spa-goers’ preferences. However, academics and industry professionals have not devised a structured method by which to manage spa customers. Design/methodology/approach – A survey was conducted using a face-to-face survey with visitors to Hong Kong who had visited a spa. By applying conjoint and cluster analysis, customers could be categorized into distinct segments. Findings – Four customer segments were identified: spa enthusiasts, high spenders, value seekers and price-sensitive spa-goers. Spa enthusiasts were the largest segment among the four, followed by value seekers, price-sensitive spa-goers and high spenders. Research limitations/implications – Given the limited academic interest in the area, this study contributes to the literature by providing insights into spa-goers’ preferences and how those preferences can be used to segment spa-goers. Practical implications – Based on the different needs, preferences and socio-demographic characteristics of the four segments – spa enthusiasts, high spenders, value seekers and price-sensitive spa-goers – spa industry managers could customize their strategies and design different spa services and packages to meet the needs of the four segments. Originality/value – The combined use of conjoint and cluster analysis provides a new method of market segmentation in the spa industry. This study could help spa professionals to design customized spa products for the distinct segments, and thus retain and attract more spa visitors.

scholarly journals Brickbats and bouquets for marketing

2016 ◽  
Vol 50 (11) ◽  
pp. 1906-1923 ◽  
Author(s):  
Philip J. Kitchen ◽  
Jagdish N. Sheth
Keyword(s):  
Social Media ◽  
Theory And Practice ◽  
Good News ◽  
Current Status ◽  
Marketing Theory ◽  
Market Failures ◽  
Marketing Practice ◽  
Content Type ◽  
Marketing Process ◽  
Over Time

Purpose The purpose of this paper is to consider the development and application of marketing theory and practice over time and its current status. The terms “brickbats” and “bouquets” are used as metaphors to extend praise or criticism for marketing. In doing so, the authors draw upon the views of leading theorists over time and apply these in the current environmental context. Design/methodology/approach The approach adopted is discursive, critical and conceptual. Findings Following literature review, and drawing upon current examples, marketing as a discipline is subject to both kudos and criticisms. Nonetheless, it is concluded optimistically in that marketing can be an even greater source for societal good. That “goodness” is partly based upon the added impetus of social media adoption and use by consumers, the need for growth and accelerative innovation in the digital age coupled with the democratisation of consumption. Nonetheless, the authors offer the caveat that free competitive markets lead to market failures, and the need for market regulation by governments is becoming more evident. Research limitations/implications The implications of the paper are profound. Academics should be concerned in and involved with marketing theory. Questions need to be raised concerning non-robust definitions of marketing and its application. The authors wait for a consumer-led approach to marketing to add depth to the marketing theory. Practical implications Marketers need to be made more accountable for their actions. Consumers need to become part of the marketing process. Marketing claims need to be verified by delivered benefits. Companies need to take steps to ensure that the marketing process does not end at purchase. Satisfaction needs to be made manifest. Likewise, dissatisfactions need to be managed well as part of the marketing process. Social implications Too much marketing currently is relatively unregulated in the sense that there are so few opportunities to evade its myriad reach and – despite social media – little chance of changing marketing practice for the good of societies. Many criticisms of marketing practice are not being addressed in the literature. Originality/value Marketing is a vibrant force in all nations and markets. It is deeply rooted in business practice. It is contemporaneous and relevant. It is global and national. But, it is not entirely all good news. There are caveats and criticisms as well as kudos and praise. While both are addressed here, the topic needs to be considered for marketing and its accompanying theory and practice to change.

Organic food consumer profile in the Republic of Serbia

2016 ◽  
Vol 118 (1) ◽  
pp. 164-182 ◽  
Author(s):  
Aleksandar Grubor ◽  
Nenad Djokic
Keyword(s):  
Cluster Analysis ◽  
Market Segmentation ◽  
Methodological Approach ◽  
Organic Food ◽  
Primary Data ◽  
Content Type ◽  
Starting Point ◽  
Food Market ◽  
The Republic ◽  
And Cluster Analysis

Purpose – Having the discrepancies between different descriptions of an organic food consumer profile in various researches worldwide as well as the causes of their emergence as a starting point, the purpose of this paper is to apply the method of preference-based market segmentation (by means of conjoint and cluster analysis) to Serbian organic food market, searching for advantages of using that methodological approach and deepening knowledge about specific organic food market. Design/methodology/approach – The research was conducted from May to July 2014 with 400 respondents participating (aged 18-30). Primary data were gathered by means of focus groups and a survey – structured personal interviews by using a questionnaire. Findings – When applying conjoint and cluster analysis to data about Serbian consumers’ preferences towards researched product, it is possible to identify a segment that prefers organic food the most. Compared to other segments, these consumers are predominantly female, somewhat more mature, with the highest proportion of employed and near the top by the percentage of respondents who are married and have children. They strongly value the importance of diet for health, a number of them have experience with a disease of a close person, which is believed that could be prevented by proper diet, but they do the least sports. Practical implications – The authors give managerial recommendations to actors operating at domestic organic food market. Originality/value – According to the authors’ knowledge, the first application of preference-based market segmentation by conjoint and cluster analysis to organic food market, performed in Serbia, generally characterised by scarce food consumer research.

Segmenting the collegiate football game spectator: a cluster analysis approach

2016 ◽  
Vol 6 (1) ◽  
pp. 76-96 ◽  
Author(s):  
Young Hoon Kim ◽  
Jen L. Duncan ◽  
Tun-Min (Catherine) Jai
Keyword(s):  
Cluster Analysis ◽  
Local Community ◽  
Sport Marketing ◽  
Target Market ◽  
Content Type ◽  
Collegiate Sport ◽  
Football Game ◽  
Great Insight ◽  
Sport Events ◽  
Collegiate Football

Purpose – The purposes of this paper is to segment spectators of collegiate football game using a cluster analysis and to determine differences between spectator clusters based on motivations, satisfaction, and demographic characteristics. Design/methodology/approach – A survey instrument was utilized, and a total of 407 usable data were gathered through a convenience sampling method at a main campus in the Southern USA. A discriminant analysis was employed to create cluster profiles including demographic variables not previously included in the clustering procedure. Cluster analysis is a procedure used to determine best group segmentation. Findings – Through a factor-cluster analysis, two distinct groups are identified as attendees of collegiate football games: far-away fans and seasoned sideliners. Knowing the different spectators in event attendance allows marketers of collegiate sport events to effectively target segments and attract larger numbers of visitors to each event. Although the results indicated lower satisfaction with the far-away fans cluster, they are nonetheless spending their money at these events. A concerted effort to better welcome tourists that are supporting the visiting team may help boost their image of the local community and thus increase their spending level. Originality/value – The current study adds to the literature on sport event research, while providing great insight for researchers and practitioners how to segment their target market. Therefore, it is believed that the results of the present study will help future researchers and industry practitioners make use of the implications and findings to broaden their knowledge about sport marketing.

Education for practice

2008 ◽  
Vol 20 (6) ◽  
pp. 529-532 ◽  
Author(s):  
Michael J. Baker
Keyword(s):  
Design Methodology ◽  
Life Time ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Short Term ◽  
Marketing Practice ◽  
Content Type ◽  
Time Value

PurposeThe purpose of this short opinion piece is to focus on the role of marketing, its theory and practice, and its relevance now and in the future.Design/methodology/approachThe article analyses the present situation – which is not new – the perceived divide between marketing theory and marketing practice and, therefore, the issue of what academics should research and teach that might be of relevance to practitioners.FindingsThe article shows that if marketers – both academic and practitioner – are to meet and resolve the present challenges then they need to be customer focused, build long‐term relationships with customers, and think of their life‐time value as opposed to their short‐term profitability.Originality/valueThe article highlights issues of relevance to those involved with marketing theory and practice.

scholarly journals Segmenting children’s active school travel behaviour: insights on caregivers’ perceived risks and social norms

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pamela Saleme ◽  
Bo Pang
Keyword(s):  
Cluster Analysis ◽  
Health Education ◽  
Social Norms ◽  
Market Segmentation ◽  
Group Formation ◽  
Children's Health ◽  
School Travel ◽  
Content Type ◽  
Segmentation Analysis ◽  
Active School Travel

PurposeActive school travel (AST) programmes aim to change commuting behaviour to improve children's physical and mental health. However, very limited health education programmes for children use segmentation to create tailored solutions that understand the specific characteristics of each group of children and their caregivers in order to yield better results. The aim of this study is to use a statistical segmentation analysis (two-step cluster analysis) to gain insights on the examination of specific groups to design future health education interventions and campaigns that can improve children's health.Design/methodology/approachGuided by the Ecological and Cognitive Active Commuting (ECAC) framework, a market segmentation analysis was performed. An online survey was designed to collect data from caregivers of children between 5 and 12 years attending school and responsible for taking the child to and/or from school in Victoria and Queensland, Australia. Using 3,082 responses collected from Australian caregivers of primary school children, a two-step cluster analysis was performed.FindingsAnalysis revealed the most important variables for group formation were previous child walking behaviour, distance from school and caregiver income. Perceived risk of the physical environment was the most important psychographic segmentation variable for group formation, followed by social norms. Four distinct groups with different characteristics were identified from the analysis.Originality/valueThis is the first study that applies the ECAC framework to perform market segmentation in the AST context. Results revealed four market segments that demand different tailored solutions. Findings shed light on how to better design AST interventions and campaigns to promote children's health using segmentation techniques.

Pengembangan Marketing Knowledge Ditengah Perbedaan Perspektif Akademisi-Praktisi

2017 ◽  
Vol 24 (2) ◽  
pp. 107-115
Author(s):  
Amin Wibowo
Keyword(s):  
Theory Development ◽  
Theory And Practice ◽  
Knowledge Development ◽  
Customer Focus ◽  
Marketing Practice ◽  
Knowledge Based ◽  
The Difference

Knowledge is created and learned by academicians for the purpose of further theory development. Academician’role in disseminating knowldege is very important. To reach a convergent understanding both theory and practice, it’s a need of flexibility between methodology and sources of data so that it stimulates actionable insight.One of the problems between theory and practice differencesis customers focus.For practicians customer focus raised three foundamentals questions: can the knowledge phylosophy reduce cost?. Can the knowledge phylosophy increse sales?, and can the knowledge phylosophy increase the profit?. This paper discuss the development of marketing knowledge based on the marketing practice to bridge the gap between academicians and practicians. Issues being discussed in this paper are the meaning of marketing knowledge from practician perspective, the theory of marketing in practician’s world, actionable research as the bridge of knowledge development, and the difference perspective between academician and parctician.

scholarly journals Unpacking the package

2015 ◽  
Vol 12 (4) ◽  
pp. 346-376 ◽  
Author(s):  
Mark Evans ◽  
Basil Phillip Tucker
Keyword(s):  
Organisational Change ◽  
Clean Energy ◽  
Management Control ◽  
Theory And Practice ◽  
Structured Interviews ◽  
Informal Control ◽  
Content Type ◽  
Energy Company ◽  
Management Controls ◽  
Control Package

Purpose – The purpose of this paper is to explore the ways in which both formal and informal control, operating as a package, are implicated in responding to organisational change arising from the introduction of the Australian Federal Government’s Clean Energy Act (2011). Design/methodology/approach – This investigation is based on a review of archival data, and semi-structured interviews conducted with 15 staff at different hierarchical levels within an Australian renewable energy company. Findings – Although formal management control systems and informal control both played important roles in the organisation’s reorientation to organisational change, it was the latter form of control that predominated over the former. The influence of the prevailing organisational culture, however, was pivotal in orchestrating both formal and informal control efforts within this organisation. Originality/value – This study contributes to management control theory and practice in two ways: first, it provides much needed empirical evidence about the ways in which management controls act as a package; second, it offers insights into the relative importance of the components of a management control package in the context of a particular organisational change. In addition, it responds to Laughlin’s (1991) call for empirical “flesh” to be added to the skeletal framework he advocates to make this conceptualisation of organisational change, “more meaningful”.

Dave Snowden on KM and big data/analytics: interview with David J. Pauleen

2017 ◽  
Vol 21 (1) ◽  
pp. 12-17 ◽  
Author(s):  
David J. Pauleen
Keyword(s):  
Big Data ◽  
Data Analytics ◽  
Big Data Analytics ◽  
Theory And Practice ◽  
Content Type ◽  
Face To Face ◽  
The Relationship ◽  
A Company ◽  
Practical Implications ◽  
Scientific Officer

Purpose Dave Snowden has been an important voice in knowledge management over the years. As the founder and chief scientific officer of Cognitive Edge, a company focused on the development of the theory and practice of social complexity, he offers informative views on the relationship between big data/analytics and KM. Design/methodology/approach A face-to-face interview was held with Dave Snowden in May 2015 in Auckland, New Zealand. Findings According to Snowden, analytics in the form of algorithms are imperfect and can only to a small extent capture the reasoning and analytical capabilities of people. For this reason, while big data/analytics can be useful, they are limited and must be used in conjunction with human knowledge and reasoning. Practical implications Snowden offers his views on big data/analytics and how they can be used effectively in real world situations in combination with human reasoning and input, for example in fields from resource management to individual health care. Originality/value Snowden is an innovative thinker. He combines knowledge and experience from many fields and offers original views and understanding of big data/analytics, knowledge and management.

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