Modern Approaches to Consumer Markets Segmenting

Abstract

The variety of tasks of segmentation and conditions of markets formation generated a variety of methods of segmentation. The aim of the article is to create a scientific guide in the space of modern methods and tools for consumer markets segmenting. Among the methods of segmentation the most powerful tools are methods of multivariate data classification. The article discusses different approaches for constructing multivariate classification algorithms. During the study of socio-economic systems, the vast majority of events are not measured directly (mental abilities, personality traits, tolerance, competence, mobility, political beliefs, etc.). In such cases it is advisable to use the latent pattern or latent structural analysis. In the practice of segmentation we often have to deal with qualitative data. Processing qualitative data is based on the principles of typologies, which are embodied in computer technology. The use of a combination of qualitative and quantitative methods is often the best solution to the problem of market segmentation.

DOI: 10.5901/mjss.2015.v6n5p367