Exploring Must-know Criteria for Effective Customer Segmentation in Online Market Using AHP

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2023-07-13 DOI:10.1515/roms-2023-0027

Elham Sekandari, Iman Aghaei

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Abstract

Abstract Considering the advancement of technology, companies need to update their knowledge regarding consumer behavior and try to adapt to these changes to stay profitable. Therefore, this study aims to investigate the relative importance of market segmentation categories when assessing consumers’ online buying behavior. The data were collected through a standard AHP questionnaire from 71 individuals who lived in North Cyprus and have online shopping experience. The results were analyzed using the Analytic Hierarchy Process (AHP) methodology by Expert Choice software. Findings demonstrated that age, gender, and marital status are the most critical factors in determining online consumer behavior. However, group influence, adaptability, and brand loyalty were found to be the least important factors that can stimulate consumers to shop online. Managers are encouraged to target their consumers based on the essential categories since running marketing campaigns and advertising costs money and time. They can also benefit from the results of this study and apply more target-oriented segmentation strategies to enhance their companies’ performance. This paper provides a pioneering instrument to assess the relative importance of market segmentation categories in online market.

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运用层次分析法探讨在线市场有效客户细分的必备标准

摘要考虑到技术的进步，公司需要更新关于消费者行为的知识，并努力适应这些变化以保持盈利。因此，本研究旨在调查市场细分类别在评估消费者在线购买行为时的相对重要性。数据是通过标准AHP问卷从71名居住在北塞浦路斯并有网上购物经验的个人中收集的。通过专家选择软件，采用层次分析法对结果进行分析。研究结果表明，年龄、性别和婚姻状况是决定在线消费者行为的最关键因素。然而，群体影响力、适应性和品牌忠诚度被发现是刺激消费者在线购物的最不重要因素。鼓励管理者根据基本类别瞄准消费者，因为开展营销活动和广告需要金钱和时间。他们还可以从这项研究的结果中受益，并应用更多面向目标的细分策略来提高公司的绩效。本文为评估市场细分类别在在线市场中的相对重要性提供了一个开创性的工具。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.