Perakende Sektöründe Konjoint ve Kümeleme Analizi ile Fayda Temelli Pazar Bölümlendirme

Yıl 2013, Cilt: 20 Sayı: 1, 141 - 154, 01.03.2013

Hasan Hüseyin Ceylan

Öz

In this study, the importance and advantages of market segmentation based on benefit by using conjoint and cluster analysis were discussed in detail. In the implementation stage of the research, the importance levels of benefits expected by university students from supermarkets were determined using conjoint analysis, and cluster analysis was performed based on these results. Results of conjoint analysis indicated that the most important benefits for supermarket preference of university students were price, access to supermarket, attitude toward customer and product variety, respectively. Four clusters were determined by cluster analysis performed with the results of conjoint analysis. It was concluded that attitude toward customer in the first cluster, access and product variety in the second cluster, price in the third cluster and price dumping in fourth cluster were the most important benefits. In addition, the demographic attributes of clusters were also investigated in order to obtain more detailed information about clusters.

Anahtar Kelimeler

Market Segmentation, Benefit, Conjoint Analysis, Cluster Analysis

Perakende Sektöründe Konjoint ve Kümeleme Analizi ile Fayda Temelli Pazar Bölümlendirme

Öz

Bu çalışmada, konjoint ve kümeleme analizi kullanılarak yapılacak fayda temelli pazar bölümlendirmenin önemi ve avantajları ayrıntılı olarak ele alınmıştır. Araştırmanın uygulama aşamasında, üniversite öğrencilerinin süpermarketlerden bekledikleri faydaların önem düzeyleri konjoint analizi ile belirlenmiş ve bu sonuçlar üzerinden kümeleme analizi gerçekleştirilmiştir. Konjoint analizi sonuçları üniversite öğrencilerinin süpermarket tercihinde en önemli faydaların sırasıyla fiyat, erişim, müşteriye yaklaşım ve ürün çeşidi olduğunu göstermiştir. Konjoint analizi sonuçları ile gerçekleştirilen kümeleme analizinde dört küme belirlenmiştir. Birinci kümede yaklaşım, ikinci kümede erişim ve ürün çeşidi, üçüncü kümede fiyat ve dördüncü kümede fiyat indirimlerinin en önemli faydalar olduğu sonucuna ulaşılmıştır. Ayrıca daha detaylı bilgi elde edebilmek için kümelerin demografik özellikleri de incelenmiştir.

Anahtar Kelimeler

Pazar Bölümlendirme, Fayda, Konjoint Analizi, Kümeleme Analizi

Kaynakça

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