Segmentation Cluster Analysis : Building Marketing Strategies for Ski Resort Customer Segments / Kay Byun.

Format:

Book

Author/Creator:

Byun, Kay, author.

Language:

English

Subjects (All):

Consumers--Attitudes.

Consumers.

Cluster analysis--Data processing.

Cluster analysis.

Physical Description:

1 online resource

Other Title:

Segmentation Cluster Analysis

Place of Publication:

[Place of publication not identified] : SAGE Publications, Inc, 2024.

Summary:

Segmentation cluster analysis helps marketers to identify and evaluate potential consumer segments and customize marketing strategies for targeted segments. In this Data Challenge, students learn the process of performing customer segmentations using a hierarchical clustering analysis with the R program, including transforming and preparing data, running a hierarchical agglomerative clustering analysis, generating a dendrogram and a scree plot, evaluating the characteristics and profiles of suggested segments, and designing customized marketing strategies for the identified segments. The initial data contain both bases (segmentation) variables from purchase behavior and descriptor (discriminant) variables from demographic information on customers. Based on a hypothetical scenario, the data are collected from the sales of the Castle Ski Resort, which is located in the Rocky Mountain area of Colorado. Since 1972, the resort has provided customers with package deals in collaboration with other nearby hotels. However, it was not clear to the management team how the packages attract customers. Mr. John Lee, manager of the Castle Ski Resort, wants to figure out current customer segments and develop more attractive packages for the segments using social media or digital marketing. With the given data, students conduct the segmentation cluster analysis as a member of a consulting team and help Mr. Lee to develop more effective marketing strategies to attract customers from selected segments.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-0719-5917-4

9781071959176

OCLC:

1463992108