Managerial decisions on optimal number of demand segments

Kód výsledku v 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>

Nalezeny alternativní kódy

RIV/00216305:26510/15:PU116854

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Managerial decisions on optimal number of demand segments

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

Managerial decisions on optimal number of demand segments

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

AO - Sociologie, demografie

OECD FORD obor

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Projekt

<a href="/cs/project/LD15065" target="_blank" >LD15065: Gender dimenze implementace aktivního stárnutí v českém soukromém a veřejném sektoru ve srovnání se západními zeměmi.</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2015

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

SGEM2015. Economics and Tourism: Conference Proceedings

ISBN

978-619-7105-48-3

ISSN

2367-5659

e-ISSN

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Počet stran výsledku

8

Strana od-do

545-552

Název nakladatele

STEF92 Technology Ltd.

Místo vydání

Sofia

Místo konání akce

Albena

Datum konání akce

26. 8. 2015

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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