Abstract
Post-Covid-19, mainland China's economy is gradually recovering, leading to increased sportswear sales. This study integrates STP theory (segmentation, targeting, positioning) with the K-means clustering algorithm to analyze the sportswear market in mainland China. Consumer data was collected via a questionnaire survey, pre-processed, and cleaned before applying K-means clustering to segment consumers into four distinct groups. The analysis reveals significant differences in purchasing habits across these segments. This data-driven approach offers sportswear companies insights for targeted marketing strategies, enhancing the precision and effectiveness of their marketing efforts in mainland China.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
More From: International Journal of Global Economics and Management
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.