Managerial decisions on optimal number of demand segments
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F15%3A43908168" target="_blank" >RIV/62156489:43110/15:43908168 - isvavai.cz</a>
Alternative codes found
RIV/00216305:26510/15:PU116854
Result on the web
—
DOI - Digital Object Identifier
—
Alternative languages
Result language
angličtina
Original language name
Managerial decisions on optimal number of demand segments
Original language description
Demand segmentation is an important tool for enterprises to improve planning and apply various marketing policies. The purpose of this study is to present a new approach to determining the optimal number of market segments taking into consideration the measure of homogeneity of certain segments, their size, and economic attractiveness. In this study the mathematical background is described based on a Fuzzy C-Means clustering algorithm. The method is then demonstrated using concrete data with the age andthe average spending of the respondents of a questionnaire enquiry as two input variables for the clustering method. A method of quota selection was used for the data structure to match the reality. Demand segmentation is used for targeting a smaller, relatively homogenous market and is helpful for managers to reach the chosen segment of customers effectively with one marketing mix. Using the suggested method, the managers can determine which segment is still of interest to an enterpris
Czech name
—
Czech description
—
Classification
Type
D - Article in proceedings
CEP classification
AO - Sociology, demography
OECD FORD branch
—
Result continuities
Project
<a href="/en/project/LD15065" target="_blank" >LD15065: Gender dimension of active ageing implementation in the Czech private and public sector in comparison with western countries.</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)
Others
Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
SGEM2015. Economics and Tourism: Conference Proceedings
ISBN
978-619-7105-48-3
ISSN
2367-5659
e-ISSN
—
Number of pages
8
Pages from-to
545-552
Publisher name
STEF92 Technology Ltd.
Place of publication
Sofia
Event location
Albena
Event date
Aug 26, 2015
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
—