Study of cases
- Chapter 3: Segmentation and targeting
- Case problem:
- How to segment customers based on data of segmentation basis (data about customer preference on product features and price)
- How to categorize customer to different segment based on data of segmentation descriptor (data about customer demographics)
- Case solution:
- Cluster analysis (KNN maybe) to segment customers based on data of segmentation basis.
- Based on cluster information, use discriminant analysis (multi regression maybe) to derive formula to categorize cluster
- Why the author put this case after the chapter
- Emphasize the difference between two variables, basis and descriptor
- Emphasize segmentation should focus on customer needs instead of profiles
- How can the case be implemented into real situation
- Though data of segmentation descriptor can be get easily, data of segmentation basis designed and collected purposely.
- For different purpose of segmentation, different data of segmentation basis should be collected. Here lists some in the book
- for position studies
- product use
- product preference
- benefits sought
- a hybird of the variables above
- for price decisions
- price sensitivity
- deal proneness
- price sensitivity by purchase/use patterns
- for advertising decision
- benefit sought
- media use
- psycho-graphic/lifestyle
- a hybrid
- for distribution decision
- store loyalty and patronage
- benefits sought in store selection
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