Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 3

Market Segmentation Related Publications

3 Market Segmentation and Conjoint Analysis for Apple Family Design

Authors: Abbas Al-Refaie, Nour Bata

Abstract:

A distributor of Apple products' experiences numerous difficulties in developing marketing strategies for new and existing mobile product entries that maximize customer satisfaction and the firm's profitability. This research, therefore, integrates market segmentation in platform-based product family design and conjoint analysis to identify iSystem combinations that increase customer satisfaction and business profits. First, the enhanced market segmentation grid is created. Then, the estimated demand model is formulated. Finally, the profit models are constructed then used to determine the ideal product family design that maximizes profit. Conjoint analysis is used to explore customer preferences with their satisfaction levels. A total of 200 surveys are collected about customer preferences. Then, simulation is used to determine the importance values for each attribute. Finally, sensitivity analysis is conducted to determine the product family design that maximizes both objectives. In conclusion, the results of this research shall provide great support to Apple distributors in determining the best marketing strategies that enhance their market share.

Keywords: Optimization, Conjoint analysis, Market Segmentation, market strategies

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2 Marketing Segmentation of Students Willing to Study Abroad based on Cluster Analysis

Authors: Kamila Tislerova, Marta Zambochova

Abstract:

Market segmentation is one of the most fundamental strategic marketing concepts. The better the segment which is chosen for targeting by a particular organisation, the more successful the organisation is assumed to be in the marketplace. Also higher education institutions have to improve their marketing tools for attracting foreign students, particularly when demanding tuition fees. This contribution aims at demonstrating the proper usage of the cluster analysis for segmentation (represented by students' willingness to study abroad) and also, based on large international survey, offers some practical marketing implications.

Keywords: Cluster Analysis, Study Abroad, Market Segmentation, Students' Preferences

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1 Generating Normally Distributed Clusters by Means of a Self-organizing Growing Neural Network– An Application to Market Segmentation –

Authors: Reinhold Decker, Christian Holsing, Sascha Lerke

Abstract:

This paper presents a new growing neural network for cluster analysis and market segmentation, which optimizes the size and structure of clusters by iteratively checking them for multivariate normality. We combine the recently published SGNN approach [8] with the basic principle underlying the Gaussian-means algorithm [13] and the Mardia test for multivariate normality [18, 19]. The new approach distinguishes from existing ones by its holistic design and its great autonomy regarding the clustering process as a whole. Its performance is demonstrated by means of synthetic 2D data and by real lifestyle survey data usable for market segmentation.

Keywords: Clustering, Self-Organization, Artificial Neural Network, Market Segmentation, multivariatenormality

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