.... Design/methodology/approach After proving the validity of the model, the authors analyse the heterogeneity of these persons by using a structural model-based latent class segmentation called partial least squares prediction-oriented segmentation. Findings The results enable the identifying of four...

...Bahman Hajipour; Molud Esfahani Purpose The purpose of this paper is to evaluate the relationship between strategy and customer lifetime value (CLV). A new model was proposed for defining customers’ values based on the RFM model and segmenting bank customers using the K-means algorithm...

... of communication channels across arts segments. Design/methodology/approach – The authors conducted an a priori market segmentation study, with two variables serving as segmentation criteria, namely, the frequency of and the variety of arts events attended. The authors tested for differences in communication...

...Vanessa Ratten and Nnamdi Madichie; Damian Gallagher; Christina O'Connor; Audrey Gilmore Purpose – The purpose of this paper is to go beyond the predominantly conceptual or normative approach found in the market segmentation literature and focus not only on its actual application but to review...

...Wei Shao; Mitchell Ross; Debra Grace Purpose – The purpose of this paper is to demonstrate the importance of user-motivation as well as demographics in developing an effective segmentation strategy of Facebook users. Additionally, the paper seeks to add validity to the scale developed by Park...

...Sharyn Rundle-Thiele; Krzysztof Kubacki; Aaron Tkaczynski; Joy Parkinson Purpose – The purpose of this paper is to: first, illustrate how market segmentation using two-step cluster analysis can be used to identify segments in the context of physical activity; second, identified segments are used...

... on WTP has been filled with the help of the present study. It has been identified that those consumer groups who displays higher PEB and ELOC forms the primary target audience for green product marketer. © Emerald Group Publishing Limited 2015 India Consumer behaviour Segmentation Green...

... © Emerald Group Publishing Limited 2013 Niche marketing Segmentation Marketing strategy Market segmentation Niche marketing is a popular concept among academics and practitioners and is commonly accepted as an important tool in the marketer's toolbox today. Indeed, niche...