Segmenting the Fixed and Mobile Service Markets in the USA: A Cluster Analysis
نویسندگان
چکیده
The purpose of this study is to develop market segmentation of the USA fixed-line and wireless phone service sectors. In order to better understand user perceptions and behaviors when using these services, market segmentation techniques serve as an essential tool that may be utilized by marketers, strategists, managers, and other decision makers. In this paper, two datasets based on survey results obtained from 3,251 and 5,060 users of wireless and fixed-line services respectively were subjected to two-step clustering analysis procedures. As a result, a number of unique market segments emerged and several practical recommendations were suggested.
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