Dissertations / Theses on the topic 'Market segmentation'
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Camilleri, Liberato. "Statistical models for market segmentation." Thesis, Lancaster University, 2005. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.441119.
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Fialho, Priscilla Vieira. "Essays on labour market segmentation." Thesis, University College London (University of London), 2018. http://discovery.ucl.ac.uk/10046278/.
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This dissertation consists of three essays on labour market segmentation between openended and temporary employment contracts. Each essay has an empirical nature and exploits either qualitative or quantitative macro and micro data to answer questions related to the extent in which labour markets are segmented and how to address labour market duality in Europe. The first essay reviews the evolution of Employment Protection Legislation over time, recent labour market reforms that affected labour market segmentation and the different proposals for future reforms in France, Italy, Portugal and Spain. It introduces the reader to the institutional and legal context for the remaining two essays. The second essay describes several stylised facts about labour market segmentation in the same set of countries. I characterise workers, firms and tasks in atypical employment contracts. I also investigate their average duration, the frequency of transitions from atypical to open-ended contracts and the extent to which firms rotate over workers in atypical employment contracts. Overall, this essay argues that labour market segmentation is not merely a legal artefact, but that there exists a real divide between temporary and permanent workers in dual labour markets. Finally, the third essay evaluates whether low-skilled workers have benefited from the introduction of fixed-term contracts and analyses the heterogeneous effects of potential labour market reforms aiming at tackling labour market segmentation, such as reducing the redtape cost of dismissing workers in a permanent contract or taxing fixed-term contracts. One of the main findings is that decreasing the dismissal cost of permanent contracts by 10% would reduce the share of fixed-term contracts in new hires by half a percentage point, if the destruction rate of permanent contracts were to remain unchanged, and that this policy would mostly benefit workers in the upper part of the ability distribution.
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Stenbom, Gustav. "Geodemographic Segmentation in Market Research." Thesis, KTH, Optimeringslära och systemteori, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-188816.
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Markets can be complex, but understanding them is critical to companies and institutions that interact with individuals. This thesis uses clustering to segment the Swedish market, which provides a condensed and comprehensible way to understand the population. With the ambition to gain insights into how demographic, and psychographic characteristics of people, and their geographical regions cohere, this thesis investigates four clustering methods in order to segment the Swedish market based on survey responses. The clustering methods used are: A two stage clustering approach with correspondence analysis followed by hierarchical clustering, k-modes cluster analysis, self-organizing maps with hierarchical clustering, and the categorical clustering algorithm CLICKS. Each algorithm is analyzed individually in terms of cluster characteristics, then all algorithms are compared. Correspondence analysis, k-modes and self-organizing maps are found to be viable methods for the geodemographic segmentation, and self-organizing maps outperforms all other algorithms considered, with respect to cluster compactness and within cluster squared dissimilarities. Results show that individuals in urban areas are more likely to live alone, use tobacco substitutes and wanting to get an electric car, compared to rural populations, who in turn are more likely to listen to rock music and visit shopping websites than urban populations.Marknader kan vara komplexa, men att förstå dem är kritiskt för de institutioner och företag som interagerar med individer. Detta projekt använder klustertekniker för att segmentera den svenska marknaden, vilket tillhandahåller ett mycket begripligt sätt att förstå befolkningen. Med ambitionen att få insikt i demografiska och psykografiska egenskaper hos populationer, och hur dessa hänger samman med individers geografiska regioner, undersöker detta projekt fyra klustertekniker för att segmentera den svenska marknaden utifrån enkätdata. De metoder som undersöks är: En tvåstegs metod med korrespondensanalys följd av hierarkisk klustering, k-modes kluster analys, self-organizing maps följt av hierarkisk klustering och slutligen den kategoriska klusteralgoritmen CLICKS. Varje teknik undersöks individuellt med avseende på klusternas karaktäristiska egenskaper, sedan jämförs teknikerna med varandra. Korrespondensanalysen, k-modes och self-organizing maps visar sig vara tekniker som kan utföra segmenteringen, och self-organizing maps visar sig vara den bästa metoden beträffande klusternas kompakthet och inom-kluster-fel. Resultaten från detta projekt visar att personer i urbana områden är mer benägna att leva ensamma, använda nikotinfritt snus och vilja köpa en elbil, i jämförelse med personer från landsbygden. Individer från landsbygden är i sin tur med benägna att lyssna på rockmusik och besöka shoppinghemsidor än personer i urbana områden.
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Batie, Michael. "Charter schools and market segmentation." Diss., UC access only, 2009. http://proquest.umi.com/pqdweb?index=32&did=1905738701&SrchMode=1&sid=2&Fmt=7&retrieveGroup=0&VType=PQD&VInst=PROD&RQT=309&VName=PQD&TS=1270138718&clientId=48051.
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Thesis (Ph. D.)--University of California, Riverside, 2009.Includes abstract. Includes bibliographical references (leaves 149-156). Issued in print and online. Available via ProQuest Digital Dissertations.
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Valli, Carlotta. "International market segmentation : a comparison of alternative segmentation approaches applied to the European yoghurt market." Thesis, University of Reading, 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.270248.
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Templeton, William James. "Consumer interests as market segmentation variables." Thesis, London Business School (University of London), 1986. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.312926.
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Mugadza, Nyasha Olivia Valerie. "Challenges of defining and implementing strategic market segmentation." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/22807.
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Much has been written about the discipline of market segmentation as both a marketing competency and ultimately a valuable component of overarching business strategy. Organisations have demonstrated the practical benefits of harnessing segmentation in various market contexts and shown the theoretical constructs of the discipline to be sustainably sound in their capacity to guide businesses towards strategic portfolio optimisation. Despite this rich history however, recent academic investigation has highlighted that deep complexity plagues the effectiveness with which segmentation is harnessed with significant impact on business outcomes.This study was developed from a curiosity to explore some of the identified gaps with specific reference to how these manifest within the South African operating environment. Detailed review of literary perspective on the matter highlighted topical aspects that were deemed meaningful to use as a roadmap to guide the study investigations. Research data was collated from seasoned South African marketing practitioners and used to evaluate their practical experiences of defining and implementing market segmentation against established academic perspective. The study was purely qualitative with data being collected through 10 in-depth interviews that were conducted with target respondents from 10 different organisations across six industry sectors.The findings were analysed using a recently released version of leading qualitative data analysis software enabling the identification of key themes and the construction of resulting association maps. The ensuing network maps ultimately enabled the construction of a consolidated organisational interaction map that typifies the stated experiences of South African marketers in their attempts to leverage and optimize strategic value from market segmentation for their organisations.Dissertation (MBA)--University of Pretoria, 2012.
Gordon Institute of Business Science (GIBS)
unrestricted
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Martensen, Kaj. "Essays on entry externalities and market segmentation." Doctoral thesis, Stockholm : Economic Research Institute, Stockholm School of Economics (Ekonomiska forskningsinstitutet vid Handelshögsk.) (EFI), 2001. http://www.hhs.se/efi/summary/572.htm.
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Syed, Imran Ahmed, and Adrien Saint. "Segmentation of the car market in China." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26272.
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The Chinese car market has, through the last decade evolved into the major market in the world. Its car market from has become the world’s largest market from 2009 until today. With the emerging market that is China, the demand for cars is supposed to grow even more in the next decade.The thesis starts by studying the theories of consumer market segmentation with a hybrid and dynamic aspect. A quantitative investigation was conducted with the help of a survey. The survey was sent out to car consumers and potential car consumers who are residing in China. From this study the authors were able to anticipate possible preferential profiles.
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Natter, Martin, and Markus Feurstein. "Individual level or segmentation based market simulation?" SFB Adaptive Information Systems and Modelling in Economics and Management Science, WU Vienna University of Economics and Business, 1999. http://epub.wu.ac.at/1746/1/document.pdf.
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In many studies, choice based conjoint analysis is used to build a market simulator to develop marketing strategies; i.e., shares-of-preference are taken as market share forecasts. However, conjoint data are collected in interview situations, which may differ considerably from real shopping behavior. In this paper, we test the internal and external validity of four commercial choice based conjoint pricing studies including a total of 43 brands. We use conjoint and sales data to assess the relative performance of two modern approaches to estimate conjoint parameters: the segmentation based Latent Class model and the individual level Hierarchical Bayes approach. Our paper confirms previous results of the internal superiority of the Hierarchical Bayes approach. The main result of our investigation is that internal validity does not predict external validity and that Latent Class shows the same real world performance as Hierarchical Bayes. Both models show an average error of 4.2% in market share level prediction and a correlation of 69% between conjoint forecasts and real market shares. (author's abstract)Series: Working Papers SFB "Adaptive Information Systems and Modelling in Economics and Management Science"
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Pilstl, Michaela. "Lifestyle market segmentation - efficiency and ethical issues." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-73795.
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Lifestyle market segmentation can be very supportive for a successful marketing strategy of a company. However it is not clear whether lifestyle market segmentation is efficient and ethical or not. Several market segmentation concepts such as Cross-Cultural Consumer Characterization, VALS, PRIZM NE, Mosaic, ConneXions NE and GfK Roper Consumer Styles are analyzed in order to give an extensive overview of the offered concepts. The observation of efficiency issues in regards to market segmentation comes to the result that there is a significant lack of empirical data and a shortage of determined factors which can improve market segmentation efficiency. Moreover, lifestyle market segmentation cannot be exclusively identified as ethically right or wrong, but depends on the individual ethical decision-making of a marketer.
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Bae, Kee-Hong. "Market segmentation and time varaition in the price of risk evidence on the Korean stock market /." Hong Kong : City Polytechnic of Hong Kong, 1993. http://catalog.hathitrust.org/api/volumes/oclc/30272640.html.
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Liang, Jing. "Market segmentation and dual-listed stock price premium - an empirical investigation of the Chinese stock market." Thesis, University of St Andrews, 2009. http://hdl.handle.net/10023/894.
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This thesis comprises, firstly, a careful and detailed description of the institutional workings of the Chinese stock market; secondly, a literature review of the Chinese segmented markets and dual-listed shares price premium; and thirdly, three evidence-based contributions designed to cast new light on the Chinese A-shares premium puzzle. Publicly-listed firms in China, under certain criteria, can issue two different types of shares, namely A-shares and B-shares, to local and foreign investors respectively. These shares carry the same rights and obligations, but are however priced differently due to market segmentation. After a review of the literature on determinants of the premium, the first contribution offers a complementary explanation. I propose that the premium reflects the difference in valuation preferences between the local and foreign investors, i.e., local investors pay more attention to stock liquidity, while foreign investors pay more attention to firm’s intrinsic value, and so firms having more favorable fundamentals tend to have lower premia. The second contribution involves the examination of a controversial question that which investor group is better informed about local assets, by testing the direction of information flows between the A- and B-shares markets. Both time series methods, and panel data techniques which are used for the first time in this context, are employed, in order to get a distinct and more insightful picture against the current literature. The third contribution compares and contrasts institutional settings of China, Singapore and Thailand which have similar market segmentation and dual-listing systems; examines whether or not the premia in the three countries are caused by same factors; and tries to answer why foreign investors in China pay less, rather than more, as commonly observed in other segmented markets, for identical assets. It provides the first cross-country comparison evidence after 1999 with updated data.
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Brossard, Núñez Ian Paul. "Predicting market segmentation variables using Twitter following relations." Master's thesis, Pontificia Universidad Católica del Perú, 2018. http://tesis.pucp.edu.pe/repositorio/handle/123456789/13072.
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From the beginning, social sciences have looked to categorize people into groups that share common characteristics, to better serve the population, giving a distinguished treatment to each group. Applying this approach to the planning of business activities, we can better understand people’s needs, choosing the most favorable marketing strategies for each stratum of customers (saving effort in advertising and distribution) and maximize the level of satisfaction of each of market segment. Social Media is not a stranger to this principle: a correct segmentation will allow companies to avoid bringing content to people that are not part of their target audience, and to better respond to comments and complaints about their products and brands. However, some Social Media like Twitter still haven’t included demographic markers about their users within their marketing platforms, rendering decision-making difficult. In this paper, we demonstrate that it is possible to estimate important demographic information in Social Media by analyzing the tastes and preferences of the users (represented through the Twitter accounts they follow). We present four predictive models that allowed us to estimate the gender, age, socio-economic level and LATIR Lifestyle of a Twitter user. These models were trained using machine learning algorithmsTrabajo de investigación
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Deines, Tara. "Market segmentation to become the partner of choice." Thesis, Kansas State University, 2014. http://hdl.handle.net/2097/32782.
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Master of AgribusinessDepartment of Agricultural Economics
Kevin Gwinner
The agriculture industry has been a dynamic industry exploding with change in recent years. The world has experienced extreme population growth, along with shifts in social status, dietary habits, and consumption patterns that have led to a rapidly growing and changing agriculture industry demanding increasing grain production. The expected pace of production necessary to continue to feed the world has heightened the competition in the agriculture industry. This study focuses on analyzing how Company XYZ, a strong competitor in the grain and ethanol industry, can leverage the opportunities that the growth of the agriculture industry has provided. In order to maximize opportunities with each customer and remain competitive in new territories, the need is presented to develop a repeatable process. This process will focus on determining how to interpret customer preferences to quickly make the company the first preference of choice for target customers as they grow further into North America and beyond. This thesis will focus on understanding and operationalizing two components. First, identifying the most desirable customers and what makes them desirable. Secondly, understanding, anticipating, and consistently addressing the needs of customers to address them better than the competition. To analyze and understand customer habits and behaviors this thesis examines the results of a survey conducted with existing customers. Regression analysis of the overall profitability of a customer to the company and a regression analysis of the customer's ratings of Company XYZ in relation to the competition were used to help identify how the discrimination and segmentation factors impact each regression. A cluster analysis is also implemented with the survey data to segment customers in order to develop a structured plan that can be implemented within the business practices. The cluster analysis revealed three dominant clusters that customers can be segmented into. These clusters, in conjunction with the findings from the regression analyses, help identify areas of strength and weakness to develop a plan of action for Company XYZ to implement. The plan, known as the Partner of Choice, directs the focus on implementing market segmentation to leverage customized marketing opportunities, behavioral management alignment, employee incentive opportunities, and a structured training program.
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Taylor, Mallory Blythe. "A Market Segmentation Study Based on Wellness Attributes." Thesis, Virginia Tech, 2014. http://hdl.handle.net/10919/48169.
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Health and wellness are two buzzwords making their presence known in a variety of industries including hospitality, tourism, food and beverage and, leisure among others. As the obesity epidemic continues to be at the forefront of people's minds, health and wellness are topics that cannot be overlooked by the tourism and leisure industries. Due to the popularity of American's wanting to live more healthy and active lifestyles the average tourism consumer has changed considerably. The values of American tourists have altered from those of the past and now the tourism industry finds itself attempting to meet the needs and wants of this large and emerging health and wellness market.
The purpose of this study is to determine whether there are different groups (market segments) of travelers based on their self proclaimed travel behavior. Using a factor-cluster market segmentation approach, this study attempted to delineate the segments of the U.S. traveling public. Based on four healthy living attitudes factors, cluster analysis was employed to identify similar respondents based on their attitudes towards healthy living. The findings show that there are two distinct groups: High Health Conscious and Low Health Conscious. Gender was shown to be statistically significant between the two groups. The study concludes with marketing implications of the study results, limitations, and suggestions for future research.Master of Science
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Hollinger, Wendy Allyn. "Market Segmentation for the Field of Graphic Design." The Ohio State University, 1989. http://rave.ohiolink.edu/etdc/view?acc_num=osu1419263208.
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Sharam, Andrea. "Market segmentation and domestic electricity supply in Victoria." Swinburne Research Bank, 2005. http://adt.lib.swin.edu.au/public/adt-VSWT20061109.101315.
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Thesis (PhD) - Institute for Social Research, Swinburne University of Technology, 2005.Thesis submitted in fulfillment of the requirements of the degree of Doctor of Philosophy, Institute for Social Research, Swinburne University of Technology, 2005. Typescript. Bibliography: p. 188-207.
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Niki, Satomi. "Labor market segmentation and migrant workers in Japan." Thesis, This resource online, 1995. http://scholar.lib.vt.edu/theses/available/etd-08222009-040608/.
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Cao, Chen. "An Empirical Study on Market Segmentation and Information Diffusion in Chinese Stock Markets." Thesis, Uppsala University, Department of Statistics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-126659.
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The efficacy and accuracy of information is very important for making decision in stock markets. In this paper, we study on the effect of information diffusion in Chinese stock market before and after the owership release in February 19, 2001, by testing the stationary of A share premium and cointegration between A and B share prices. The panel unit root tests we propose on A share premium are Augmented Dickey-Fullar (ADF) tests for individual firm and Fisher tests for the panel, based on combining pvalues from each individual cross-section. The panel cointegration tests on A and B shares we use is Johansen’s likelihood ratio tests for individual firm and likelihoodbased panel cointegraion tests for panel, based on combining the test statistics. The results show that before the opening of B share markets to domestic investors, A share premiums have a unit root and there is no cointegration relationship between A and B share markets. On the contrary, after ownership release, A share premium is stationary and there is cointegration relationship between A and B share markets.
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Liu, Yanli. "Options for implementing a strategy of market segmentation in Chinese consumer goods markets." Berlin Logos-Verl, 2005. http://deposit.ddb.de/cgi-bin/dokserv?id=2669947&prov=M&dok_var=1&dok_ext=htm.
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Violaris, Antonis M. "Tests of capital market integration/segmentation : the case of the European equity markets." Thesis, Durham University, 1999. http://etheses.dur.ac.uk/1439/.
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Ibrahim, Ali. "Qualitative Segmentation vs. Quantitative Segmentation in a Water Use Market: A Cost Benefit Approach." Thesis, Griffith University, 2018. http://hdl.handle.net/10072/381386.
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Attention has been directed towards audience segmentation due to the added value that it may deliver to a social marketing program. Segmentation offers one means to better utilise limited resources to enhance reach in groups most at need in social marketing projects. While the importance of segmentation is well known, its application in social marketing practice remains limited, and research considering different segmentation approaches is inadequate. In this social marketing project, qualitative and quantitative segmentation approaches were specifically applied to the water use market of residents in the United Arab Emirates. In addition, this project critically evaluated qualitative and quantitative segmentation approaches using cost benefits analysis from the perspective of executive decision makers. Three studies were conducted. First, a qualitative study was conducted using focus groups with participants representative of the water use market of the UAE. The purpose of this study was to segment the water use market using a qualitative approach and generate insights into factors that influence water consumption behaviours. The qualitative study identified four distinct segments on two segmentation bases: participants’ habits and beliefs. These segments were characterised as (1) comfort users; (2) careless users; (3) contradictory users; and (4) price sensitive users. This study further identified factors that influence residents’ water consumption behaviour such as education, accessibility and restrictions, technology, and pricing. In the second study, survey data were gathered to segment the water use market using a quantitative approach. A sample of 1,350 respondents was obtained (875 online, and 475 paper survey). Two-step cluster analysis was employed to segment the water use market based on 19 segmentation variables drawn from demographic, geographic, psychographic, and behavioural bases. A new, augmented model of the Theory of Interpersonal Behaviour (TIB) was used to guide the quantitative segmentation study. This model incorporated newly identified constructs such as religiosity, policy, price, and accessibility in addition to TIB’s main constructs (awareness/knowledge, attitude, facilitating factors, social norms, emotions, habits). Three main segments were generated based on the main criterion of the participants' consumption habits, namely (1) normal users (25% of the total sample, who shared the characteristics of low income, single, living with family, good attitude, low emotional affect, and low water consumption habits); (2) conscious users (half of the sample, characterised by high income, high education level, living inside the campus, high attitude and emotion, religiosity, and average consumption habits); and (3) careless users, characteristically young single students living in campus dormitories, having good attitudes, influenced by friends, and consuming large amounts of water. In the third formative study, semi-structured interviews were conducted to capture executives’ opinions on the more effective segmentation approach to the water use market in an assessment of the costs and benefits of qualitative and quantitative methods. Results indicated that decision makers found the quantitative, over the qualitative, segmentation approach offered greater accuracy in segmentation, and deeper insights about the characteristics of each segment, which, in generating segments for a larger pool of participants, justified its higher cost. This social marketing project makes several theoretical, contextual, and method contributions. It employed an augmented model of the TIB in the field of social marketing by adding new constructs, such as religiosity, and identified the degree to which the TIB constructs explained the variance in water consumption behaviour within a defined community. Furthermore, social marketing principles were utilised in a developing country (the UAE) applying and assessing a qualitative approach to market segmentation and empirically evaluating data-driven segmentation that provided insights into the influencing factors of water consumption behaviours for differentiated segments. Lastly, this research imported a managerial tool, cost benefit analysis, to evaluate the efficacy of qualitative vs. quantitative segmentation approach contributing to executives’ decision-making capabilities.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Dept of Marketing
Griffith Business School
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Tkaczynski, Aaron. "Destination segmentation: a recommended two-step approach." University of Southern Queensland, Faculty of Business, 2009. http://eprints.usq.edu.au/archive/00006255/.
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[Abstract]Market segmentation has been identified in the tourism marketing literature as an effective tool that can be used by management to meet the needs of a market more efficiently and effectively. It has been widely used by researchers seeking to develop tourism segments. Historically, most segmentation studies have developed tourism profiles at a destination using 1) a visitor questionnaire survey developed from studies in the literature or 2) secondary data. Very little research has taken a stakeholder approach to destination segmentation, despite many authors arguing the importance of utilising a stakeholder approach for destination management and marketing purposes. This research proposes a two-step approach to destination segmentation. It details this approach using one Australian destination. The two-step approach to segmentation begins with firstly understanding how tourism stakeholders at a destination segment their market before surveying tourists for the purposes of identifying segments. In contrast to previous tourist-focused segmentation studies, the two-step approach recommended and detailed in this study considers both tourism stakeholders and tourists. The segments devised from the proposed approach are then compared and contrasted with segments currently utilised by the destination marketing organisation (DMO). Step one involved interviewing 14 tourism stakeholders to determine how they segment the market. Based on these findings, a questionnaire survey was developed and data was collected from 852 tourists. This represented step two of the approach. Three tourism segments were identified through cluster analysis. Only one of these three segments was comparable with the segments defined by the DMO. The other two were not considered in the DMO segmentation. These segments represented over half of all tourists in the sample. Based on the sample in this study, the DMO segments target less than a quarter of the types of tourists visiting the destination. Contributions to theory and practice were identified. Firstly, it was recognised that different tourism stakeholders attract different tourists, not all stakeholders segment their market, and some stakeholders do not adhere to segments targeted by the DMO which may lead to an inconsistent message in the market. Secondly, the two-step approach is a new method incorporating a stakeholder view, which gives a more holistic view and a richer description for the segments obtained when compared with academic and practitioner segmentation approaches. The two-step approach can be utilised at other tourist destinations. The two-step approach to segmentation is capable of assisting tourism marketers to target more of the tourists frequenting the destination. This study suggests that many dollars may be wasted targeting tourists that are not likely to travel to the destination and not targeting those who would. Future research should be conducted at alternative destinations to further the understanding of the recommended two-step approach to segmentation.
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Karlsson, Daniel, and Daniel Darnfors. "Towards a new paradigm in market segmentation : A case study of how corporate identity and image are influenced by market segmentation." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19272.
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Abstract The purpose of this report was to study if market segmentation could influence the corporate identity and indirectly the image of a company. The relevance of this purpose was due to a lack of development of the market segmentation theory in a long period of time. There are many authors in this area of research, but not much of a consensus between them. This report therefore delves deeper into one of these market segmentation theories in order to verify the multi-segmentation theory. During the process of investigation the management of four music festivals were interviewed to see how they use their market segmentation. Several interviews were done with one or more individuals of the organizations. The findings are two-folded. The use of multi-segmentation was proven through the interviews with the festivals. All four festivals used several different market segmentation variables, all focusing greater understanding of the values and personalities of their target group. The most interesting finding is that from the greater understanding of their customers, the festivals have been able to identify an identity with their target group. Their respective corporate identities have then been build around their target group identities in order to reflect the customers values and believes. This concept of a target group identity may have great impacts on the customers’ perception of the corporate identity and image.
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Liu, Ying. "Multicriterion Market Segmentation: A Unified Model, Implementation and Evaluation." Diss., The University of Arizona, 2007. http://hdl.handle.net/10150/193867.
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Market segmentation is a multicriterion problem. This dissertation addresses the multicriterion nature of market segmentation with a new unified segmentation model that is derived from multiobjective conceptual framework. The unified model elegantly solves the intrinsic antagonistic problem of market segmentation by generating a set of Pareto optimal solutions that represents different tradeoffs among multiple conflicting objectives. This dissertation develops an innovative implementation named Multicriterion Market Segmentation using Evolutionary Algorithm (MMSEA). Based on multiobjective evolutionary algorithms, MMSEA overcomes many limitations and disadvantages of existing methods by optimizing multiple objectives simultaneously, searching for globally optimal solutions and generating a set of Pareto optimal solutions. It also suggests the interesting solutions based on the geometric characteristics of Pareto front. The method was applied to customer value and benefit segmentation for the cell phone service market (a descriptive segmentation model) and customer response segmentation for a national retailer (two predictive segmentation models). The empirical evaluation shows that the proposed unified market segmentation model and solution techniques provide the decision makers with many insights and enhanced flexibility that are missing in existing market segmentation methods.
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Breitbach, Verena. "Analysis of current segmentation procedures within the 3M Industry and Transportation Department and recommendations for future segmentation approaches." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-114438.
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Abstract: The present Master thesis broaches the issue of market segmentation and its importance for the Industry and Transportation department of 3M Česko. Market segmentation has been recognized to be a very important tool for strategic marketing planning but currently, its implementation at 3M in the Czech Republic is in an early stage and therefore rather unorganized and not yet framed by precise guidelines. The hypothesis is that linking together need-based and descriptive customer behavior characteristics would lead to more effective market segmentation within the 3M Industry and Transportation department. Therefore, the goal of this paper is to first of all test if the hypothesis is right and if so develop a segmentation method that combines descriptive as well as need-based segmentation criteria. It is to be shown that such an approach could improve segmentation efforts at 3M Česko and lead to more reliable results. The question that arises is whether 3M has understood the benefits market segmentation can bring for the company. And what has to be done in order to improve clustering of customers and to increase 3M's sales volume? Can segmentation take place on one level or is a multi-layer approach the better option? The present study tries to answer these questions by comparing theoretical findings from an extensive literature review with results obtained from semistructured interviews with 3M sales and marketing managers. Above all, one of the main points for improvement in the future is the collection of more market data and the combination of primary data with secondary information already available. The interviews have shown that even though managers are aware of the difficulty to understand 3M's complex and broad market, the feeling predominates that not enough effort is put into gathering additional information. Furthermore, it is recommended to perform descriptive segmentation through the usage of industry coding on a division-wide level, whereas need-based segmentation will be subject of each division individually. Moreover, keeping track of customer data in a standardized database is the key to success. The given recommendations are divided into actions that can be undertaken in the short, medium and long run in order to reach a department-wide effective and efficient use of the multi-layer segmentation in an organized and timely manner.
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Stirling, Quinn Lee. "Market segmentation : critique and implications of consumer lifestyle fragmentation." Thesis, Manchester Metropolitan University, 2008. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.485326.
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Market segmentation lies at the core of many normative, strategic marketing initiatives, arguably facilitating the identification and satisfaction of an organisation's most profitable customers. Therefore, a central task for managers adopting a market segmentation strategy is to identify customers in a meaningful way, satisfy their requirements profitably,' and implement the segmentation concept in ways which provide manageable solutions. However, it is suggested that the increasing fragmentation of consumer lifestyles has, paradoxically, made market segmentation more difficult to implement in many contexts, leading some observers to question the effectiveness and efficiency of the approach. Furthermore, the uncritical acceptance of some of the broader assumptions underpinning a market segmentation approach also raises fundamental questions for the theoretical . foundations of the concept in mainstream .marketing discourses. In practice the response to managing consumer fragmentation has seen an increased popularity of segmentation approaches based on behavioural characteristics, and arguments in the marketing literature highlight a requirement for scholarly research to focus on the so-called theory versus practice deba~ in market segmentation. In this thesis epistemological considerations are described as a reflective process from which the methodological stance was developed. Dominant paradigms in segmentation research are therefore interrogated, alongside commentaries which critique them, before outlining how a social constructionist standpoint informs an appropriate methodological direction. Moving beyond these abstract debates, the adoption of a sensemaking perspective facilitates an evaluation of managerial accounts in a manner consistent with utilising social constructionist thinking in empirical research. The UK apparel retailing sector provides an illuminating empirical context in which to locate the research problem. The research demonstrates sensitivity towards arguments calling for a more modest form of engagement with the marketing discipline and its representations of the everyday practices of managers. Dialogues have been maintained, primarily through key informant interviews, within data consultancies and apparel retailers, in order to examine how managers develop and make sense of market segmentation in practice. This thesis makes a number of contributions. First, it offers an original qualitative insight into managerial constructions of market segmentation in practice. Second, it extends critical debates in marketing by introducing and applying a social constructionist perspective to the segmentation debate. Finally, the key informant interviews are presented as narratives in order to make sense of managerial accounts pertaining to uses of segmentation. In doing so, the research answers calls for a more comparative perspective on marketing through the integration of a multi-disciplinary approach. This work offers a first step in developing critical perspectives in market segmentation research and indicates an alternative direction for further research based on this inquiry.
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Tam, Chi-ho, and 譚志豪. "Market segmentation: the case of A shares andB shares." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2003. http://hub.hku.hk/bib/B31954613.
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Wu, Ming-Tzong, and 吳明宗. "Banking Market Segmentation." Thesis, 1993. http://ndltd.ncl.edu.tw/handle/73970468018127066588.
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Liang, Fu-Ting, and 梁富珽. "Market Segmentation and Price Efficiency across Emerging Markets." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/z98393.
Full textAbstract:
碩士元智大學
財務金融暨會計碩士班(財務金融學程)
106
Emerging markets suffer from greater political risk, macroeconomic instability and poor investor protection, and therefore become more segmented from global markets. In particular, short sale constraints, among other institutional factors, are important impediments to price efficiency of common stocks. This study examines stock price efficiency across emerging markets, with particular emphasis on the impact from short sale constraints and the degree of market segmentation. Empirical evidence across emerging markets show that short sale constraints indeed impair price efficiency of emerging stock markets. Results however only find weak relation between market segmentation and price efficiency when firm-level factors are considered.
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"Market cable through segmentation." Chinese University of Hong Kong, 1997. http://library.cuhk.edu.hk/record=b5889051.
Full textAbstract:
by Leung Chi Wai, Wong Shan Ki.Thesis (M.B.A.)--Chinese University of Hong Kong, 1997.
Includes bibliographical references (leaves 101-104).
Questionnairies also in Chinese.
ABSTRACT
TABLE OF CONTENTS
LIST OF TABLES
LIST OF FIGURES
ACKNOWLEDGMENT
CHAPTER
Chapter 1. --- INTRODUCTION --- p.1
Chapter 1.1 --- Overview --- p.1
Chapter 1.1.1 --- Reason for Study --- p.1
Chapter 1.1.2 --- Approach for Study --- p.2
Chapter 1.2 --- Market Overview --- p.4
Chapter 1.2.1 --- Market Definition --- p.4
Chapter 1.2.2 --- Competitions --- p.5
Chapter 1.2.3 --- Market Size --- p.7
Chapter 1.3 --- Company Profile --- p.11
Chapter 1.3.1 --- Overview --- p.11
Chapter 1.3.2 --- Product --- p.12
Chapter 1.3.3 --- Pricing --- p.13
Chapter 1.3.4 --- Distribution --- p.14
Chapter 1.3.5 --- Promotion --- p.15
Chapter 1.3.6 --- Market Share and Penetration --- p.15
Chapter 1.4 --- Research Objectives --- p.16
Chapter 2. --- LITERATURE REVIEW --- p.17
Chapter 2.1 --- Market Segmentation --- p.17
Chapter 2.1.1 --- Benefits of Market Segmentation --- p.18
Chapter 2.1.2 --- Characteristics of a Market Segment --- p.19
Chapter 2.1.3 --- Psychographic Segmentation --- p.20
Chapter 2.2 --- Cable TV Industry --- p.27
Chapter 2.2.1 --- Reasons of subscribing Cable TV --- p.27
Chapter 2.2.2 --- Comparison of Cable subscribers and non-subscribers --- p.29
Chapter 2.2.3 --- Other related issues --- p.30
Chapter 3. --- RESEARCH OBJECTIVES --- p.33
Chapter 3.1 --- Strategic Problems --- p.33
Chapter 3.2 --- Research Problems --- p.33
Chapter 4. --- RESEARCH METHODOLOGY --- p.35
Chapter 4.1 --- Exploratory Study --- p.35
Chapter 4.2 --- Questionnaire Design --- p.36
Chapter 4.2.1 --- Basic Construct --- p.36
Chapter 4.2.2 --- Pilot Survey --- p.36
Chapter 4.2.3 --- Final Version --- p.37
Chapter 4.3 --- Sampling --- p.38
Chapter 4.3.1 --- Survey Subject --- p.38
Chapter 4.3.2 --- Sampling Size --- p.39
Chapter 4.3.3 --- Sampling Method --- p.40
Chapter 4.3.4 --- Representativeness Enhancing Arrangements --- p.40
Chapter 4.3.5 --- Fieldwork --- p.42
Chapter 5. --- IDENTIFICATION OF MARKET SEGMENTS --- p.45
Chapter 5.1 --- Survey Result --- p.45
Chapter 5.1.1 --- Summary of Data --- p.45
Chapter 5.1.2 --- Response Rate --- p.47
Chapter 5.1.3 --- Weighting System --- p.47
Chapter 5.2 --- Factor Analysis --- p.48
Chapter 5.2.1 --- Needs of Factor Analysis --- p.48
Chapter 5.2.2 --- Factors Identification --- p.49
Chapter 5.2.3 --- Interpretation of Factors --- p.51
Chapter 5.3 --- Cluster Analysis --- p.53
Chapter 5.3.1 --- Preliminary Transformation --- p.53
Chapter 5.3.2 --- Determination of Number of Clusters --- p.55
Chapter 5.3.3 --- Clusters Identification --- p.58
Chapter 6. --- INTERPRETATION AND PROFILING OF MARKET SEGMENTS --- p.59
Chapter 6.1 --- Overall Profile --- p.59
Chapter 6.1.1 --- Demographic Information --- p.59
Chapter 6.1.2 --- Media Consumption --- p.60
Chapter 6.2 --- Segmentation Analysis --- p.61
Chapter 6.2.1 --- Segment 1 - Conservative TV Dependents --- p.61
Chapter 6.2.2 --- Segment 2 - Fashion Followers --- p.62
Chapter 6.2.3 --- Segment 3 - Yuppies --- p.63
Chapter 6.2.4 --- Segment 4 - Value Minders --- p.64
Chapter 6.2.5 --- Segment 5 - Conservative TV Satisfiers --- p.65
Chapter 6.2.6 --- Segment 6 - Community and Family Carers --- p.66
Chapter 6.3 --- Media Consumption Pattern --- p.70
Chapter 6.3.1 --- Daily Media Usage & Cable Subscription Patterns --- p.70
Chapter 6.4 --- Other Findings --- p.75
Chapter 6.4.1 --- Most Favorite Television Programs --- p.75
Chapter 6.4.2 --- Reason for Cable subscription --- p.76
Chapter 6.4.3 --- Reasons of not subscribing Cable --- p.76
Chapter 7. --- LIMITATION OF THE STUDY --- p.80
Chapter 8. --- DISCUSSION --- p.82
Chapter 8.1 --- Current Achievement --- p.82
Chapter 8.1.1 --- Product Life Cycle --- p.82
Chapter 8.1.2 --- Image Built --- p.83
Chapter 8.2 --- "Who Subscribe, who not?" --- p.84
Chapter 8.3 --- Reasons of Subscribing --- p.86
Chapter 8.4 --- Reasons of Not Subscribing --- p.87
Chapter 8.5 --- Marketing Niches --- p.88
Chapter 9. --- RECOMMENDATION --- p.90
Chapter 9.1 --- Target Segments --- p.90
Chapter 9.2 --- Product Strategy --- p.91
Chapter 9.2.1 --- General Aspects --- p.91
Chapter 9.2.2 --- Program Mix --- p.91
Chapter 9.3 --- Promotion Strategy --- p.96
Chapter 9.3.1 --- Personal Selling --- p.97
Chapter 9.3.2 --- Advertising --- p.97
Chapter 9.3.3 --- Free Trial --- p.98
Chapter 9.4 --- Pricing Strategy --- p.99
Chapter 9.5 --- Distribution Strategy --- p.99
Chapter 10. --- CONCLUSION --- p.100
BIBLIOGRAPHY
APPENDICES
Chapter APPENDIX A --- DESCRIPTION OF CABLE CHANNELS
Chapter APPENDIX B --- SUBSCRIPTION PACKAGES OF CABLE TV
Chapter APPENDIX C --- PILOT QUESTIONNAIRE
Chapter APPENDIX D --- FINAL VERSION QUESTIONNAIRE (ENGLISH)
Chapter APPENDIX E --- FINAL VERSION QUESTIONNAIRE (CANTONESE)
Chapter APPENDIX F --- INTERVIEWER GUIDELINES
Chapter APPENDIX G --- LIST OF AIO STATEMENTS
Chapter APPENDIX H --- CHOICE BROAD
Chapter APPENDIX I --- FACTOR MATRIX
Chapter APPENDIX J --- PSYCHOGRAPHIC PROFILES OF SIX SEGMENTS
Chapter APPENDIX K --- DEMOGRAPHIC PROFILES OF ALL RESPONDENTS
Chapter APPENDIX L --- DEMOGRAPHIC PROFILES OF SIX SEGMENTS
Chapter APPENDIX M --- MOST FAVORITE TELEVISION PROGRAM TYPES
Chapter APPENDIX N --- MOST FAVORITE CABLE TV CHANNELS
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QIAN, WU-WEI, and 錢無威. "Market segmentation of hypermarket." Thesis, 1992. http://ndltd.ncl.edu.tw/handle/65885358728684597045.
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Brandt, Angela. "Cluster analysis for market segmentation /." 2005. http://link.library.utoronto.ca/eir/EIRdetail.cfm?Resources__ID=370169&T=F.
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Huang, li we, and 黃瓅緯. "Housing market segmentation -case study." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/69380602265647402076.
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SHI, YAO-XUN, and 施燿熏. "Market segmentation of consumer banking." Thesis, 1993. http://ndltd.ncl.edu.tw/handle/07235096678677022980.
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卓莉雯. "Market segmentation and price differentials in Chinese stock market." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/75747430475451152919.
Full textAbstract:
碩士國立中興大學
財務金融研究所
92
Abstract This purpose of this paper is to study the effect of market segmentation in the Chinese stock market due to foreign ownership restrictions. On the 19th February 2001, it was officially confirmed that domestic investors would be allowed to trade in B shares. Thus, the markets were reshuffled from strict segmentation to partial segmentation. First of all, we investigate whether if a long-term equilibrium exists between A and B shares. Empirical results indicate that before the policy change, there is no cointegration between A and B shares. But after the policy change, the information diffusion between these two stock markets become more frequently. Then, in order to find the source of the price differences between these two classes of shares, we consider six hypotheses that may explain the price differences. Each hypothesis is characterized by its empirical implications. Our main conclusion is that before the policy change, relatively illiquid B share stocks have a higher expected return and are priced lower to compensate investors for increased trading costs. After the policy change, the relatively illiquid B share stocks in the Shanghai stock exchange and the different risk hypothesis in the Shenzhen stock exchange are the primary theoretical factors. Our results indicate that it has been a success of the Chinese government to lift restrictions. We find that after the policy change, the relationship between A shares and B shares become more close；the A share price premium has both decreased, and become stationary. From the cross-sectional analysis, we find that illiquid trading of B shares, and the highly risk tolerant of Chinese investors are significant determinants in explaining the price premium on A shares.
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Chen, Chi Hong, and 陳志鴻. "The Market Segmentation Study -- A Case on Sports Shoes Market." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/38473531255912512147.
Full textAbstract:
碩士淡江大學
國際貿易學系
90
Following the economic development of Taiwan area, the national income has increased rapidly. People have more leisure time to spend in outdoors activities. As a result of the combination of sports and fashion, sports shoes have become a symbol of fashion , leisure, comfort, and life temperament . This study distributed and collected questionnaires from students of universities in Taipei County. Using stratified proportion sampling method, 632 effective questionnaires are received. Based on lifestyle variables, factor analysis, cluster analysis and discriminant analysis are applied to segment the market into several homogeneous clusters. Furthermore, this study has applied the multivariate analysis of variance to analyze whether or not these clusters have significant differences in product attributes and information sources. Using chi-test analyzes to test the buying and using situation of product and demographic variables. Main findings of this study are as follows： 1、With the life style variables, the sports shoes market can be segmented into three clusters: the deep-thought group, the fashion group, and conservative group. 2、There are significant differences in product attributes , information sources, and product buying and using situation. 3、There are significant difference in demographic variables.
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Zhao, Wei-Qiang, and 趙維強. "Market Segmentation and Product Differentiation in Cookies and Crackers Market." Thesis, 1996. http://ndltd.ncl.edu.tw/handle/36679566060058647198.
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Chen, Yi-Feng, and 陳逸鋒. "Development of Intelligent Market Segmentation System for Market Survey Industry." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/j8s4xs.
Full textAbstract:
碩士國立臺北科技大學
工業工程與管理研究所
95
With the development of information technology (IT), how to find useful information existed in vast data has become an important issue. The most broadly discussed technique is data mining, which has been successfully applied to many fields as analytic tool. Data mining extracts implicit, previously unknown, and potentially useful information from data. Clustering analysis is one of the most important and useful technologies in data mining methods. Clustering analysis is to group objects together, which is based on the difference of similarity on each object, and making highly homogeneity in the same cluster, or highly heterogeneity between each group. Market segmentation is among the important task of survey industry. Market segmentation relies on the data clustering in a huge data set. Most survey companies apply analysis tools using conventional statistical analysis method with poor performance. In this study, we propose a market segmentation system based on the structure of decision support system which integrates conventional statistic analysis method and intelligent clustering methods such as artificial neural network, and particle swarm optimization methods. The proposed system is expected to provide marketing survey industry precise market segmentation for marketing strategy decision making and extended application.
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YANG, NAI-GUAN, and 楊乃冠. "The study of recreation market segmentation using psychographic segmentation as a framework." Thesis, 1992. http://ndltd.ncl.edu.tw/handle/40376837321796962355.
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Hsu, Chang-Ten, and 許章騰. "The Study of Consumer Behavior Researches and Market Segmentation In Medicine Cosmetic Industries－ Market Segmentation by lifestyle Model." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/b3br7d.
Full textAbstract:
碩士銘傳大學
管理學院高階經理碩士學程
94
The study is intend to explore the relationships consumer characteristic, buying behavior, population statistical and values in medicine cosmetic industries. It adopted quota simply, which based on the flow of customers in case studies of clinics over a period of 543 effective samples were collected and analyzed in quota sampling. This use the lifestyle criterion by which to segment a market of clusters, and according to the segmentation enable a firm to determine and analyze where the main goal lies within its market by Classification and Regression Tree way. The study suggestion that, marketing strategy involves devising and executing plans for product, adverting, promotion and distribution, would increase and improve medicine cosmetic industries sales performance.
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Yang, Nai-Hua, and 楊乃樺. "Mining Multidimensional Association Rules for Market Segmentation." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/78f64c.
Full textAbstract:
碩士銘傳大學
資訊管理學系碩士班
95
Today is a customer-oriented market. Enterprises need to give every customer appropriate service. The more precise information can make accurate and profitable strategies. Association rules provide correlations between data items in large numbers of data. The further exploration is to discover relationship between customer’s features and customer purchasing behaviors. This paper proposes a new method to discover mining multidimensional association rule for market segmentation. We use conditional databases to discover multidimensional association rule, do not scan the target database many times and combine cluster method to automatically discretize numerical-type attributes. Our method analyzes CRM data from two different points of view. One is the product combinations according to different customer features; another is the customer features according to purchased products of customers. These two different points of view can provide decision-makers to establish customer profiles, segment market and make strategies more accurately.
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Chang, Ya-Ching, and 張雅清. "A Study on Wireless Internet Market Segmentation." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/49830941301702184040.
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Nguyen, Thi-Phuong-Hien, and 阮氏芳賢. "Market Segmentation in the Vietnamese Banking Sector." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/86610053221580815966.
Full textAbstract:
碩士雲林科技大學
企業管理系碩士班
96
ABSTRACT Market segmentation plays a crucial role for the success of firms. With proper segmentation, a firm may make targeting and positioning strategies suitably for each segment, simultaneously, minimizes of marketing costs through its self- service. The approaches of segmentation based on geographic, demographic characteristics revealed the limitations on predictor of future buying behaviour of customers. To overcome this shortcoming, benefit segmentation approach has been used to group customers according to the benefits derived from or desired in a product or service. Applying this approach, this study attempts to identify segments based on consumers’ importance ratings about some major dimensions of service quality and other product offerings including convenience, security, promotion incentives and competitive rates of banks in Vietnam. Additionally, it also examine whether or not there are any significant differences in the demographic characteristics, service quality evaluation, and satisfaction degree of customers belonging to different segments. The study identified three segments were named as information segment, relationships segment and sensitiveness segment. In information segment, customers rated the highest degree of importance on the responsiveness dimension of service quality, and they also rated it as the best aspect was offered by their most used bank. In relationships segment, customers rated the highest degree of importance on the security of their banking relationship, they have tendency to choose a bank based on their knowledge of the bank’s employees or the recommendation of a close friend or relative. And this aspect was also rated the best aspect that was offered by their most used bank. For customer in sensitiveness segment, although assurance dimension was the most important benefit to them, but the perceived performance ratings in assurance aspect of their most used bank was very low. As the results will show, no difference existed between the three segments with respect to demographics or the degree of satisfaction to their most used bank.
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"Benefit segmentation of Hong Kong's shampoo market." Chinese University of Hong Kong, 1997. http://library.cuhk.edu.hk/record=b5888996.
Full textAbstract:
by Ching Pui Hang.Thesis (M.B.A.)--Chinese University of Hong Kong, 1997.
Includes bibliographical references (leaves 77-78).
ABSTRACT --- p.ii
TABLE OF CONTENTS --- p.iv
PREFACE AND ACKNOWLEDGMENT --- p.vi
Chapter
Chapter I. --- INTRODUCTION --- p.1
Market Segmentation --- p.1
Background of the Shampoo Market --- p.3
Chapter II. --- DECISION PROBLEM --- p.6
Chapter III. --- RESEARCH PROBLEM --- p.7
Chapter IV. --- EXPLORATORY RESEARCH --- p.8
Literature Review --- p.8
Observation --- p.9
In-depth Interviews --- p.9
Focus Group Interviews --- p.9
Chapter V. --- DESCRIPTIVE RESEARCH --- p.11
Questionnaire Development --- p.11
Pilot Testing --- p.12
Sample Design --- p.12
Target Respondents --- p.13
Sampling Plan --- p.13
Sample Size --- p.14
Data Collection --- p.15
Method of Administration --- p.15
Response Rate --- p.15
Chapter VI. --- DATA ANALYSIS AND RESULTS --- p.17
Editing --- p.17
Coding --- p.18
Frequency --- p.18
Factor Analysis --- p.20
Cluster Analysis --- p.21
Cross-tabulation --- p.22
Chapter VII. --- LIMITATIONS --- p.24
Research Design --- p.24
Data Collection --- p.25
Analysis --- p.26
Chapter VIII. --- RECOMMENDATIONS --- p.28
Market Environment --- p.28
Wella Balsam --- p.30
Marketing Objectives --- p.31
Target Segment --- p.31
Positioning --- p.32
Marketing Implications --- p.33
Product --- p.33
Price --- p.35
Distribution --- p.36
Promotion --- p.37
Evaluation Plans --- p.39
Chapter IX. --- CONCLUSION AND FUTURE WORK --- p.41
APPENDIX --- p.43
BIBLIOGRAPHY --- p.77
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YE, JING YING, and 葉婧瑛. "Market Segmentation for Farm Tourism in Taiwan." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/2ak2j8.
Full textAbstract:
碩士國立臺灣大學
園藝暨景觀學系
105
Now, experiential leisure activities have become the mainstream relaxation way. Among all the recreational places, leisure farms play an important role in peoples’ extra-curricular life. Farm tourism, which is a result of the diverse development of the agriculture, has been developed for many years in Taiwan and becomes improved gradually. It is essential to know the tourist market composition in order to achieve sustainable management of a high-quality leisure farm. It is believed by Frochot (2005) that market segmentation of tourists is indispensable for diversified industries. The aim of this research is to investigate the tourist market composition of farm tourism and set up market segmentation, and then develop a market strategy. The market segmentation is based on socioeconomic status and the importance of setting attributes, coupled with tourist motivation. We investigate 37 farms which are all passed ‘Service quality certification’ of Council of Agriculture by December 2016, analyzing the relationship between socioeconomic status, setting attributes reproducibility and tourist motivation as well as the differences between each segmental market. The questionnaire is used to collect data about farms. 466 effective questionnaires were collected and the results are as follows: For social background segmentation, we directly make the segmentation based on the question of the questionnaire. The results show that except for lace of residence segments, there exist significant differences for the importance of setting attributes and tourist motivation. For the part of setting attributes segmentation, we adopt the statistic approaches of factor analysis and cluster analysis. The tourists were divided into four segments. In each segment, significant differences can be seen in gender, age, occupation, disposable income, life cycle, educational level and tourist motivation. At last, discussing what marketing strategy should the managers of the leisure farms adopt when facing to different markets based on tourist market segmentation.
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Tien, Jeng-Chieh, and 田仍杰. "Market Segmentation, Marketing Mix, Life Style,Bicycles." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/09185227350848682968.
Full textAbstract:
碩士僑光科技大學
全球運籌管理研究所
98
After 2008, Taiwan''s bicycle heat wave, the demand for bike commuter move into the stage of recreational sports. Two years later, media reports bike hot fever is cooling down while the number of participants in Taiwan''s major cycling events have increased every year. This trend spread to the parents and children cycling around the island, cycling rite ... and so on, cycling seems to have become the dream of life, the performance of self-realization. This study explors six different geographic areas of consumer life style, whether the acts of buying a bike are different, and whether demographic variables on consumer behavior impact, and provides marketing aspects of the proposal for the industry. Lifestyle variables in this study are divided into three clusters of respondents (warm pleasure group, home group, and the courage to challenge groups of men and women), with different clusters, demographic and geographic variables as independent variables of the marketing strategy. The scope and object of the six geographical regions based on six areas of Taiwan whom have purchased a bicycle or consumers would like to purchase in the future. Written questionnaires with a total of 720 copies were distributed, 488 questionnaires were valid. Statistical software used SPSS12.0 for grouping the variables after factor analysis of information on lifestyle variables, and data reduction. One Way ANOVA to test the hypothesis. Analysis of Correlation of demographic variables to test hypotheses, and One Way ANOVA of geographical variables to test of the research hypothesis. The research results indicate as follows: 1.Different cluster of consumers for marketing mix strategy (product, price, place, promotion and public relations) were significantly different. 2.Gender and product, price and public relations show a high degree of correlation; education and promotion are highly related; annual income are highly associated with the distribution channel. 3.Consumers with different geographic variables in the marketing mix strategy (product, price, place, promotion and public relations) are significantly different.
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Lai, Shan-Ching, and 賴珊靖. "Segmentation Analysis for International Air Travel Market." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/45984762113067252985.
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碩士逢甲大學
交通工程與管理所
96
The purpose of the research is to identify international airline passengers’ potential segments and preferences toward air carriers. The methodologies include the stated preference method and latent class model that examined airline passengers’ choice of international air carriers. The stated preference experiments were designed based on eight service attributes of airlines (i.e., airfare, flight schedule, flight frequency, on-time performance, ground services, food service on board, staff’s attitude, and in-flight services). Preferences for airlines consist of carrier name and service performance, and a membership function that segments the passengers in terms of demographics and individual trip characteristics. The paper collected empirical data from international airline passengers who have flown from Taipei to Tokyo and Hong Kong. The results of the carrier choice model confirmed that the important determinants affecting carrier choice comprise service attributes of airlines. Segment membership differentiates passengers by demographics and trip characteristics also adequately capture the heterogeneity in travelers’ preferences. The proposed model statistically outperformed the latent class model without incorporating the membership function. The findings offer valuable insights for international air carriers to develop marketing strategies.
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張洪仁. "Nominal Rigidities, Market Segmentation, and Monetary Policy." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/50915374519219351627.
Full textAbstract:
碩士國立清華大學
經濟學系
94
In this thesis I explore the relationships between nominal rigidities, market segmentation, and monetary policy in new Keynesian (NK) models. Specifically, I investigate how the presence of nominal rigidities affects the liquidity effect---a positive short-run relationship between money supply and nominal interest rates that has been found in the data, and I also study the effects of money policy on the economy, especially when the policy follows a Taylor’s (1993) rule. The results suggest that different assumptions on nominal rigidities may help the model capture the liquidity effect in different ways. Specifically, introducing the rigidity on commodity prices into the NK models may help the models generate stronger liquidity effects, while introducing the rigidity on nominal wage rates into the models may increase the persistence of the liquidity effect generated by the models. The results also suggest that for the NK models with market segmentation, the presence of nominal rigidities may help the models better explain the effects of monetary policy that have been suggested by previous empirical studies. Meanwhile, the results reveal that introducing wage rigidity into the models may enlarge the effect of monetary policy---either a rule on monetary growth rate or on nominal interest rate---on real output.