Segmenting the global market by usage rate of industrial products


Nakip M.

INDUSTRIAL MARKETING MANAGEMENT, cilt.28, sa.2, ss.177-195, 1999 (SSCI İndekslerine Giren Dergi) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 28 Konu: 2
  • Basım Tarihi: 1999
  • Doi Numarası: 10.1016/s0019-8501(98)00015-7
  • Dergi Adı: INDUSTRIAL MARKETING MANAGEMENT
  • Sayfa Sayıları: ss.177-195

Özet

This priori segmentation-based study aims to segment the world market according to usage rate in terms of forty-three industrial products and determine which group of countries are heavy users of what kind of products. The result needed a multi-attitude interpretation. The initial results showed that it cannot be generalized whether countries in one cluster are heavy, medium, or light users of all kinds of industrial products, because fifty-five countries (Cluster 1) are light users of thirty-six products, twenty-eight countries (Cluster 2) are medium users of twenty-eight products, and seven countries (Cluster 3) are heavy users of twenty-five products. On the other hand twenty-five similar products are heavily used in Cluster 3, used to a medium in Cluster 2, and lightly used in Cluster 1. Another combination of eleven similar products is lightly used in Cluster 1, heavily used in Cluster 2 and used a medium level in Cluster 3. Finally seven products have scattered differently among the clusters. This necessitates implementing different target market strategies for each product group in any country cluster. Meanwhile, discriminant results indicated that countries in Cluster 3 have largest average export per capita, highest percentage of economically active female population, lowest inflation rate, highest energy consumption, highest air pollution and lowest population density. On the other hand, countries in Cluster 1 showed results a opposite to those of Cluster 3, and countries of Cluster 2 were in the middle. (C) 1999 Elsevier Science Inc. All rights reserved.