Empirical Study of Market Segmentation Based on Factor Clustering Analysis Model

Author

Liu, Man-Shi ; Zhou, Mei-Hua

Author_Institution

Sch. of Manage., China Univ. of Min. & Technol., Xuzhou, China

fYear

2009

fDate

20-22 Sept. 2009

Firstpage

1

Lastpage

4

Abstract

This paper studies the application of the compound model of factor analysis and cluster analysis in the market segmentation of telecommunications services. Fourteen observed variables of consumers´ attitudes to mobile communication company are represented by three public factors through factor analysis. Then according to different public factor scores, the samples are clustered to four segmentation markets by K-means cluster analysis. Four segmentations´ respective market development proposals are put forward.

Keywords

mobile communication; pattern clustering; statistical analysis; telecommunication services; K-means cluster analysis; compound model; factor clustering analysis model; market segmentation; mobile communication company; public factor; telecommunications services; Communication industry; Data analysis; Data mining; Industrial relations; Mobile communication; Position measurement; Proposals; Signal analysis; Technology management; Telecommunications;

fLanguage

English

Publisher

ieee

Conference_Titel

Management and Service Science, 2009. MASS '09. International Conference on

Conference_Location

Wuhan

Print_ISBN

978-1-4244-4638-4

Electronic_ISBN

978-1-4244-4639-1

Type

conf

DOI

10.1109/ICMSS.2009.5303157

Filename

5303157