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Journals / Uluslararası İktisadi ve İdari İncelemeler Dergisi / 2020 / Sayı: 27

MARKET SEGMENTATİON WITH CLUSTER ANALYSIS BASED ON GLOBAL CONSUMPTİON ORIENTATION, CONSUMER INNOVATIVENESS, GLOBAL AND LOCAL BRAND ATTITUDES

KÜRESEL TÜKETİM ODAKLILIK, TÜKETİCİ YENİLİKÇİLİĞİ, KÜRESEL VE YEREL MARKA TUTUMLARI AÇISINDAN KÜMELEME ANALİZİ İLE PAZAR BÖLÜMLEME

Aydın KAYABAŞI
Pınar ÖZKAN
Pages
159–178
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Based on descriptive statistics, exploratory factor analysis and clustering analysis results obtained from a survey conducted with nearly 600 university students, the study concludes that young consumers could indeed be divided into three different clusters based on the characteristics considered in this research, allowing development of segment-specific marketing tools and policies.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Analyzing changes in consumer behavior and expectations over the course of globalization is vital for all firms trying to identify the right market to target, and to develop appropriate marketing strategies, irrespective of whether they serve to local or global markets.
📊
Key Findings & Data:This paper investigates whether it is possible to study the behavior of young consumers after dividing them into natural clustered based on their global brand attitudes, global consumption orientation and innovativeness.
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Conclusion & Impact:Based on descriptive statistics, exploratory factor analysis and clustering analysis results obtained from a survey conducted with nearly 600 university students, the study concludes that young consumers could indeed be divided into three different clusters based on the characteristics considered in this research, allowing development of segment-specific marketing tools and policies.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Küresel Tüketim Odaklılık · Tüketici Yenilikçiliği · Küresel Marka Tutumu

Abstract

Analyzing changes in consumer behavior and expectations over the course of globalization is vital for all firms trying to identify the right market to target, and to develop appropriate marketing strategies, irrespective of whether they serve to local or global markets. This paper investigates whether it is possible to study the behavior of young consumers after dividing them into natural clustered based on their global brand attitudes, global consumption orientation and innovativeness. Based on descriptive statistics, exploratory factor analysis and clustering analysis results obtained from a survey conducted with nearly 600 university students, the study concludes that young consumers could indeed be divided into three different clusters based on the characteristics considered in this research, allowing development of segment-specific marketing tools and policies.

Özet

Küreselleşme ile birlikte değişmeye başlayan tüketici beklentileri ve davranışlarının analiz edilmesi hem küresel hem de yerel ölçekte faaliyet gösteren firmalar için doğru hedef pazarların seçimi ve uygun pazarlama stratejilerinin geliştirilmesinde önem taşımaktadır. Bu çalışmada tüketicilerin tüketim davranışlarını etkileyen faktörler arasında yer alan küresel tüketim odaklılık, yenilikçilik ve küresel marka tutumları incelenerek, genç tüketicilerin bu faktörler bazında farklı pazar bölümleri oluşturacak şekilde doğal kümelere sahip olup olmadıkları tespit edilmeye çalışılmıştır. Bu amaçla kolayda örnekleme yöntemi ile 600 üniversite öğrencisi üzerinde bir anket çalışması yapılmıştır. Araştırma bulguları genç tüketicilerin bu faktörler açısından üç farklı küme oluşturduğunu ortaya koymuştur.

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Cite This Article

KAYABAŞI, A., ÖZKAN, P. (2020). MARKET SEGMENTATİON WITH CLUSTER ANALYSIS BASED ON GLOBAL CONSUMPTİON ORIENTATION, CONSUMER INNOVATIVENESS, GLOBAL AND LOCAL BRAND ATTITUDES. Uluslararası İktisadi ve İdari İncelemeler Dergisi, Sayı: 27, 159–178. https://ajindex.com/articles/321934

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