A Cluster Analysis and Market Segmentation Strategy by Customer Consumption Pattern in Culture and Tourism Market - Focusing on Ilsan Market and Wondang Market in Goyang, Gyeonggi do -

Market segmentation is a widely accepted concept in marketing research and planning. Although cluster analysis has been extensively applied to segment markets in the last 50 years, the ways in which the results were obtained have often been reported to be less than satisfactory by both practitioners (Yankelovich & Meer 2006) and academics (Dolnièar 2003). In order to provide guidance to those undertaking market segmentation, this study discusses the critical issues involved when using cluster analysis to segment markets, makes suggestions for best practices and potential improvements, and presents an empirical survey that seeks to provide an up-to-date assessment of cluster analysis application in market segmentation within a six-stage framework. Analyses of more than 200 journal articles published since 2000, in which cluster analysis was empirically used in a marketing research setting, indicate that many critical issues are still ignored rather than addressed adequately.

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Comparing Motivation-Based and Motivation-Attitude-Based Segmentation of Tourists Visiting Sensitive Destinations

Sustainability ◽

10.3390/su10103615 ◽

2018 ◽

Vol 10 (10) ◽

pp. 3615 ◽

Cited By ~ 4

Author(s):

Yoonjeong Jeong ◽

Seweryn Zielinski ◽

Ji-soon Chang ◽

Seong-il Kim

Keyword(s):

Cluster Analysis ◽

Market Segmentation ◽

Democratic Republic ◽

The Body ◽

Chi Square ◽

Lao People’S Democratic Republic ◽

Lao People's Democratic Republic ◽

Chi Square Tests

This study aims to compare motivation-based and motivation-attitude-based segmentation of tourist markets, by identifying the heterogeneity of both solutions. A k-means cluster analysis was conducted to segment markets, using the data collected from 722 respondents, via an onsite survey of visitors to the Kuang Si Waterfall and Konglor Cave in Lao People’s Democratic Republic. Subsequently, socio-demographic and trip-related characteristics among the segments were compared using ANOVA and Chi-square tests. Both motivation-based and motivation-attitude-based segmentation each generated four distinctive segments. Although both solutions are viable for segmentation, the latter was found to be more useful in separating segments than the former, as its segments were significantly more distinguishable from each other in terms of socio-demographic and trip-related characteristics. This result contributes to the body of research on the comparison of market segmentation techniques, which is a rarely investigated topic.

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Research on Hainan East Ring Railway Passenger Market Segmentation Based on Customer Loyalty

Applied Mechanics and Materials ◽

10.4028/www.scientific.net/amm.505-506.794 ◽

2014 ◽

Vol 505-506 ◽

pp. 794-797 ◽

Cited By ~ 1

Author(s):

Ya Nan Jiang ◽

Yu Zhao

Keyword(s):

Cluster Analysis ◽

Market Segmentation ◽

Customer Loyalty ◽

Structure Model ◽

Quantitative Structure ◽

Railway Passenger ◽

The Relationship

This document describes the relationship between customer loyalty through the establishment of quantitative structure model, and uses the method of cluster analysis to classify the Hainan east ring railway market, finally puts forward the related strategies.

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THE PROCEDURE OF DEVELOPMENT OF INTERNATIONAL MARKET SEGMENTATION STRATEGY

Economic Analysis ◽

10.35774/econa2020.01.01.166 ◽

2020 ◽

pp. 166-182

Author(s):

Olga Prygara ◽

Viktoria Zhurylo

Keyword(s):

Market Segmentation ◽

International Market ◽

International Markets ◽

Individual Characteristics ◽

Entrepreneurial Activity ◽

Cultural Environment ◽

Market Demand ◽

Market Environment ◽

Segmentation Strategy ◽

Segmentation Process

Introduction. Increase of intensity of international economic activity under the process of internationalization of commodity markets lead to the necessity of search of attractive international markets and segments. Aim of the article is the development of procedure of international market segmentation strategy and determination of peculiarities of international market segmentation in comparison with segmentation of domestic markets, considering the necessity of evaluation of factors of choice of attractive markets, considering the influence of cultural environment on entrepreneurial activity. Method (Methodology). Application of methods of scientific generalization, analysis and synthesis gave an opportunity to distinguish elements, that characterize segmentation of international markets; to systemize the factors of international market environment, that influence international market segmentation process, define customers’ characteristics, that influence their purchasing decisions; to distinguish stages of international market segmentation; to describe features and marketing tasks of each stage. Results. Segmentation of international markets has to be viewed as the systematized process of division of international markets on the groups of countries and groups of individual customers on the basis of their cultural values and motivations concerning their decision making process, that gives an opportunity to satisfy their specific needs and strengthen international competitive positions. The factors that influence international segmentation process are macrofactors: geographic, structural-demographic, legal, economic, scientific, socio-cultural; and microfactors: common market factors (market demand, competitive factors, factors of quality characteristics of the product) and customer-based factors (psychological, behavioral, individual characteristics of customers). The stages of the procedure of developing of international segmentation strategy are: market attractiveness evaluation; competitive analysis; demand evaluation; cultural environment analysis; macrosegmentation of markets; microsegmentation of markets; implementation of strategy and control. The proposed strategy of international segmentation strategy requires forming of the detailed marketing plan to a certain market segment and constant monitoring of its realization in accordance with changes in market environment and motivations of customers.

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Analysis of chicken and turkey meat consumption by segmentation of Spanish consumers using food-related lifestyle

Spanish Journal of Agricultural Research ◽

10.5424/sjar/2021191-16419 ◽

2021 ◽

Vol 19 (1) ◽

pp. e0101 ◽

Cited By ~ 1

Author(s):

Amparo Baviera-Puig ◽

Luis Montero-Vicente ◽

Carmen Escribá-Pérez ◽

Juan Buitrago-Vera

Keyword(s):

Statistical Analysis ◽

Market Segmentation ◽

Consumer Behaviour ◽

Telephone Survey ◽

Meat Consumption ◽

Marketing Mix ◽

Analysis Techniques ◽

Turkey Meat ◽

Segmentation Strategy ◽

Shopping Location

Aim of study: Commercially, chicken meat has a similar positioning to turkey meat, as both are healthy and low-fat meats. For this reason, we proposed analysing consumer behaviour with respect to each of these meats based on market segmentation.Area of study: Spain.Material and methods: We carried out a telephone survey with an error of ± 4.0% at a confidence level of 95.5%, using the food-related lifestyle (FRL) instrument as part of the questionnaire. The statistical analysis techniques employed were different depending on the objective pursued: univariate, bivariate and multivariate analysis.Main results: Five segments were obtained: “Manager cook” (24.5%), “Healthy cook” (20.8%), “Concerned with food, but not cooks” (22%), “Total detachment” (11.9%) and “Rational shopper with little interest in cuisine” (20.8%). Notwithstanding the similar positioning of chicken and turkey meats, there are significant differences in purchasing and consumption habits between FRL segments. Specifically, there were significant differences in the frequency of purchase, the usual shopping location, purchasing criteria and preparation methods.Research highlights: Knowing the profile of these segments allows us to adapt the marketing mix (product, place, price and promotion) to each one. This is very useful for the companies due to the wide demand they face. First, they can choose the FRL segments to target and, second, they can define an appropriate marketing strategy according to these segments. In this way, market segmentation strategy based on food-related lifestyles may ensure companies a greater likelihood of success in the market.

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DELIVERING BUSINESS CRITICAL INFORMATION SYSTEMS THOUGH APPLICATION SERVICE PROVIDERS: THE NEED FOR A MARKET SEGMENTATION STRATEGY

International Journal of Innovation Management ◽

10.1142/s1363919601000403 ◽

2001 ◽

Vol 05 (03) ◽

pp. 323-349 ◽

Cited By ~ 12

Author(s):

WENDY L. CURRIE ◽

PHILIP SELTSIKAS

Keyword(s):

Empirical Research ◽

Market Segmentation ◽

Large Scale ◽

Best Practice ◽

Service Providers ◽

Application Service Provider ◽

Physical Sciences ◽

Application Service Providers ◽

Segmentation Strategy ◽

Application Service

This paper draws from the findings of a large-scale empirical research program on the global application service provider (ASP) industry funded by research grants from the European Commission (EC) and the Engineering and Physical Sciences Research Council (EPSRC). A conceptual framework consisting of a taxonomy of ASPs is used to demonstrate the different market segmentation strategies adopted by ASPs for competing in this fledgling and turbulent industry. Drawing from empirical research carried out in the US and Europe, the paper evaluates ASP strategies for deploying, hosting, managing and enabling software applications on behalf of their customers. The ASP business model is advocated as an attractive value proposition for SMEs, dot.com companies and other start-up firms seeking hyper-growth. Yet the evidence so far suggests a slow start to the ASP market as few reference sites demonstrating best practice exist. ASPs will therefore need to re-evaluate their strategies if they are to convince potential customers of the benefits of application outsourcing. Against this background, the paper evaluates the benefits and risks of the ASP model.

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The 3-S typology of South African culinary festival visitors

International Journal of Contemporary Hospitality Management ◽

10.1108/ijchm-09-2015-0464 ◽

2017 ◽

Vol 29 (6) ◽

pp. 1560-1579 ◽

Cited By ~ 9

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.

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