The Applications Of Cluster Analysis

Segmentation consists on dividing the market into distinct group reflecting different target with homogeneous needs, characteristic or behavior (Armstrong and Kotler, 2005). Before opting for a segmentation strategy it is crucial to consider the attractiveness of the segment, its homogeneity and stability, as well as the accessibility of the target group.

segmenting customer groups. The psychographic segment variables include people with similar personalities, values, and lifestyles. The last of the segmentation bases of the U.S. consumer markets would be behavioral segments. These are actions a person takes in purchasing and using products and services. Some of these segment variables include outlet type, direct, product features, usage rate, user status and awareness/intentions. Once the segmentation of the market is developed, the second step is to group products to be sold into categories. One can then develop a market-product grid and estimate the size of the markets. A market-product grid is a framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization. 3 Steps four and five consist of using the segmentation will help to develop the target markets, which in turn will then lead to successful marketing actions. Successful segmentation depends on

Market segmentation is a tool that can be used to define and demine different categories consumers can be grouped into in order for organizations to market to the group’s specific needs. It “is the process of grouping into clusters consumers who have similar wants or needs to which an organization can respond by tailoring one or more elements of the marketing mix” (Berkowitz, 2006, p. 164). Two specific types of Benefit Segmentation are Follower Segmentation and Health Seekers Segmentation. In Follower Segmentation, individuals want providers to will look out for their health care needs. They look to others for guidance

What is Market Segmentation? According to Investopedia (n.d), market segmentation is a term used in marketing that refers to the aggregating of a potential buyer into groups, or segments, that share common needs and would respond similarly to a particular action in marketing. By utilizing market segmentation it enables Victoria’s Secret to target different categories of consumers who recognize the full value of certain products and services differently from one another. Furthermore, market segmentation is an extension of market research for the purposes of identifying targeted groups of consumers in order to tailor products and branding in a way that it is attractive to that group. There are three general criteria used to identify different market segments: homogeneity, distinction and reaction (Investopedia, n.d).

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and applications

As every customer has unique needs and expectations towards certain products, the ultimate goal of market segmentation is to organize customers into groups which allows targeting of customers with similar needs of and response to the products. The key is to minimize differentiation within each segment

In order to market the product into the market successfully, marketers need to have some marketing strategy to enter the desired market and make profit. Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics (Schiffman et al., 2011). Understanding the market size and segmentation is valuable, but the keys to effective targeting is to know just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends ( Berry, 1999).

Market segmentation strategy involves dividing the market into different groups and how a market is segmented is based on certain variables. A Company must identify the parts of the market it can serve best in order to reach their specific target market as well as to achieve the maximum profitability. According to Prof. Dr. Christian Schuhart, several criteria used for different market segmentation include: demographical, socio-economical, psychographic and observable behavior segmentation.

Market segmentation is an approach used by a company to select their target market and provide data for a marketing plan. “Market segmentation consist of a two-step process; naming broad product markets and segmenting these broad products-markets in order to select target markets and develop suitable marketing mixes” (Perreault, Cannon, & McCarthy, 2014, p.97). There are 4 categories pertaining to market segmentation; behavioral, geographic, demographic, and behavioral.

The purpose of market segmentation is to divide a larger market into smaller pieces, identifying the prospects that are most likely to purchase the company’s services or products based on more meaningful shared characteristics. Each segment has different needs; it is based on the notion “you can’t please all the people all of the time.”

Segmentation is referred to as the procedure of partitioning the market into specific clusters of consumers who in essence share common needs and who might require separate products and marketing mixes. This marketing has become so common that even the organizations that possess mass marketing phenomena are using it (Vaske et al, 2009). The main purpose of using segmentation as a marketing mix strategy is to concentrate marketing force on dividing the available market to segments to gain a competitive advantage within those subdivisions or segments. This subdivision in turn helps the marketer to understand the target market`s demands, needs and wants. Basically, needs are depicted as essential human necessities, for example, food, water, and clothing among others. In essence, needs are the essential aspects in human life, and one cannot do without at all cost. On the other, wants are things that an individual can do without and as for the demands, are described as wants for specific products or services based on the ability of an individual to acquire them. Therefore, segmentation segregates the market into smaller groups of consumers or customers with different needs and behavior who may need marketing mixes. Similarly, segmentation is the single most important aspect of promotion, and it is

Cluster analysis has many different algorithms and methods to classify objects(Saunders, 1994). One of the challenges faced by the researchers in different areas is to organize their data which is possible by cluster analysis, it is a data analysis tool which focus on classifying the different objects into groups such that the degree of association of the objects in a same group is highest if they belong and least if they do not belong. Cluster analysis is a simple term, it does not identify any statistical method or model and also there is no need to make any assumptions about distribution of data, it is used to form groups of relevant variables without providing any explanation (Stockburger, n.d.).

Market segmentation is a subsist of group of consumer who share a common needs in a market segmentation, where as those customer share similar character in a same segment. Segmentation is a most important necessary idea in marketing sector where as company vary widely in their skills to serve various kinds of consumers. Therefore, instead of making attempts to contend in an complete market, firms should segment the market. Through the method of market segmentation, organisation can established this elements where as they can will identify serve best.

‘Market segmentation represents an effort to identify and catergorise groups of customers and countries according to common characteristics’ (Keegan and Green 2016, p.228). For any business, it is crucial that they segment their market accordingly or they will risk forgoing sales opportunities. Fahy and Jobber (2015) identify the objective of market segmentation as distinguishing groups of customers with similar requirements so

Organisation realises that if they are not able to understand the overall details of their customers, it results in the loss of sales and customers. Currently, we are in the era of customer – oriented market, manufacturers and organisations are looking to identify ways to create products which will enable them to compete against their competitors. Market segmentation is very vital for the business and marketers, as it enables them to classify the customers based on behavioural, psychographic and profile etc.