Abstract
Much has been said in recent years about the importance of market segmentation as a basis for the implementation of effective marketing strategies. However, in the academic research agenda, not much attention has been paid to the segmentation of consumers of nightlife services. With this background, this study sought to segment this market in the Ecuadorian city of Latacunga. The a posteriori segmentation procedure employed (based on the analysis of the benefits sought) proved to be effective and pertinent in this context. Three segments were identified and characterized: the demanding, the conformists and the lovers of varied artistic offerings. Their real needs, as expected, are not fully met by local nightclubs. The offer requires a redesign.
Translated title of the contribution | Post-hoc Segmentation of Consumers of Night Recreation Services: An Ecuadorian Experience |
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Original language | Spanish (Ecuador) |
Pages (from-to) | 265-275 |
Number of pages | 11 |
Journal | Revista Científica de Ingeniería Industrial |
Volume | 38 |
Issue number | 38 |
State | Published - 1 Sep 2017 |
Keywords
- Discriminant analysis
- Hierarchical cluster analysis
- Market segmentation
- Night clubs
- Sought benefits
CACES Knowledge Areas
- 614A Commerce