research paper on market segmentation

Target marketing is made up of three stages: market segmentation, marketing targeting and product positioning. Segmentation is the identification of customer groups who share similar ...

Consequently, segmentation is essential for firms to enhance their competitive edge in navigating a more complex marketing landscape. This paper discusses five important areas where further research is needed to advance the understanding of segmentation: Segmentation as a theory, segmentation in practice, segmentation as a process, the impact ...

The research agenda is a modest effort rendering a tool for guiding researchers, editors, and reviewers in the development of B2B market segmentation studies (Mora Cortez, 2019). Successful implementation would bring more relevance to a concept that lies at the core of the strategic marketing field.

Recent research studies explore pricing dynamics and market segmentation, offering valuable insights into evolving patterns across different markets (Zhang & Chang, 2021;Zhao et al., 2020).

Market segmentation is one of the ways in which such knowledge can be represented and make it new business opportunities." (Kim and Ahn 2004). Already in 2004, ... Yan E (2018) Web of science use in published research and review papers 1997-2017: a selective, dynamic, cross-domain, content based analysis. Scientometrics 115(1):1-20.

This article explicates the nature of competitors by drawing on resource-advantage theory and its focus on market segments. Specifically, it focuses on market segmentation strategy as a mechanism to examine what constitutes a 'competitor'. In addition, it outlines an approach that can be used to identify competitors.

Market segmentation is defined as "breaking markets into slices" in a newsletter published by Grey Advertising Inc. and quoted in Haley (1985) as one of the simplest and clearest descriptions ...

Market segmentation has been at the cornerstone of strategic marketing for the last fifty years, aiming to adjust product and marketing offer to consumer requirements in order to gain "depth of market position in the segments that are effectively defined and penetrated" (Smith, 1956, p. 64).

Market segmentation is a conceptually rich area of research that touches on issues such as market definition, the unit of analysis, type of consumer behavior to be explained, appropriateness of basis variables, and the relation of all of these considerations to managerial tasks. The organization of this paper is as follows.

The increasing changes in the marketing environment are competitive and complex for decision-making (Florack, Egger & Hübner, 2019).The marketing literature considers segmentation, target, and position as the key point to their marketing strategies (De Sarbo, Blanchard & Selin, 2009).The major goal of market segmentation is to find a homogeneous customer group with similar kinds of ...

The rationale behind marketing segmentation is to allow businesses to focus on their consumers' behaviors and purchasing patterns. If done effectively, marketing segmentation allows an ... Marketing is an extensive field that incorporates areas of research, tactics and exchange of ideas. Marketing plays a significant role for numerous ...

mining techniques in market segmentation. We hope this paper provides reasonable insight and clear understating to both industry as well as academic researchers. Keywords Market segmentation Data mining Literature review Classification 1 Introduction Market segmentation is one of the important concepts both in marketing theory and in practice.

A New Approach to Market Segmentation Although market segmentation is still considered a major topic of interest by the marketing research community, it might be useful to question some premises of traditional segmentation. PAUL E. G R E E N Paul E. Green is S. S. Kresge Professor of Marketing at The Wharton School, University of Pennsylvania.

This paper explores contemporary market segmentation needs such as benefit segmentation and usage occasions to assess the attributes that customer's value, with a view to enhancing profitability ...

It focuses on the definition, basis of market segmentation and issues related to market segmentation in detail. This research paper will provide information about the knowledge gap and will show a path for future research in the area of market segmentation, which is the heart of marketing now a day. Keywords: Market segmentation, basis of ...

Applied market segmentation: general observable bases - geo-demographics general unobservable bases - values and lifestyles - conjoint analysis conclusions and directions for future research. Expand 2,208

This paper includes research review of different researchers on customer segmentation using machine learning and their findings and gap areas where further work can be done. As one of the primary reason for churning of customer is bad experience of customer in terms of quality, understanding of concepts, not budget friendly and many more reason ...

Market segmentation research is currently focused too narrowly on the task of segment identification as opposed to its strategic relevance within a firm. In this paper we distinguish an ex ante approach to market segmentation research,... more. Download. by Greg Allenby and +1.

Purpose The purpose of this paper is to contribute to international tourism market segmentation research by proposing a comprehensive framework that examines behavioral, benefits and lifestyle ...

NEW MARKET SEGMENTATION METHODS USING ENHANCED (RFM), CLV, MODIFIED REGRESSION AND CLUSTERING METHODS. A widely used approach for gaining insight into the heterogeneity of consumer's buying behavior is market segmentation. Conventional market segmentation models often ignore the fact that consumers' behavior may evolve over time.

The paper will consider effectiveness and efficiency of different market segmentation criteria based on empirical research of customer expectations and preferences.

the further researches. It focuses on the definition, basis of market segmentation and issues related to market segmentation in detail. This research paper will provide information about the knowledge gap and will show a path for future research in the area of market segmentation, which is the heart of marketing now a day.

Customer segmentation is defined as dividing company's customers. on the basis of demographic (age, gender, marital status) and behavioral (types of. products ordered, annual income) aspects ...