We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
CONSUMER SEGMENTATION USING CLUSTER ANALYSIS AS A SOURCE OF DATA TO IMPROVE PRODUCT QUALITY.
- Authors
PAŹDZIOR, Magdalena
- Abstract
Purpose: Identification of energy drink consumer segments in terms of assessing the importance of product quality attributes and variables formally characterizing the sample. Design/methodology/approach: Cluster analysis was used to segment consumers. The Ward agglomeration method and then the k-means method were used. The scope of the analysis included detecting structure in the data by arranging the surveyed consumers into groups in such a way that the degree of their connection within the same group was as high as possible. This stage of the analysis was carried out on the basis of research results regarding the identification of consumer-preferred quality attributes of energy drinks, which was carried out among people buying and drinking these products in accordance with the IPA (Importance– Performance Analysis) implementation importance method. Findings: The result of the analysis was to obtain a three-cluster model specifying the segmentation of consumers according to the assessment of the importance of the qualitative attributes of energy drinks and the formal characteristics of the sample. Research limitations/implications: The cluster analysis method used to identify consumer groups allowed for the detection of structures in the data without explaining why they occur. Therefore, the research is open and it is assumed that it will be continued in this area. Practical implications: Consumer segmentation may provide guidance for producers in the process of designing the quality of tested products and adapting their quality attributes to consumer preferences. In addition, it may also influence the modification of manufacturers' strategies, e.g. towards the implementation of a strategy of focusing on costs or differentiation and help achieve a competitive advantage. Originality/value: Demonstrating the usefulness of the cluster analysis method in consumer segmentation on the example of energy drinks, i.e., a currently particularly fashionable and dynamically developing category of food products, and at the same time a controversial range of functional food.
- Subjects
CLUSTER analysis (Statistics); CONSUMERS; PRODUCT improvement; ENERGY drinks; CONSUMER preferences; DATA analysis; PRODUCT quality
- Publication
Scientific Papers of Silesian University of Technology. Organization & Management / Zeszyty Naukowe Politechniki Slaskiej. Seria Organizacji i Zarzadzanie, 2023, Issue 188, p541
- ISSN
1641-3466
- Publication type
Article
- DOI
10.29119/1641-3466.20230.188.32