Leveraging Transactional and Relational Response Differences with Demographic and Psychographic Segmentation

This study aims to analyze the effect of market segmentation strategies on purchasing decisions of Panties Pizza in Surabaya. The type of research is quantitative and SPSS 16 was employed to test the hypotheses with multiple linear regression analysis. The population in this study was the customers of Panties Pizza in Surabaya. The sampling technique used was non probability sampling with a purposive sampling approach with as many as 100 respondents who have purchased Panties Pizza. The results of this study indicated that the variables of geographical segmentation, demographic segmentation, and psychographic segmentation have a significant effect simultaneously on purchasing decisions in Panties Pizza Surabaya. The coefficient of determination is 62% and the rest was influenced by other variables not examined in this study. Geographical segmentation variables had a significant effect partially on the decision to purchase Panties Pizza in Surabaya with a significance value of 0.004 <0.05. Demographic segmentation variables had no significant effect partially on the decision to purchase Panties Pizza in Surabaya with a significance value of 0.722> 0.05. Psychographic segmentation variables had a significant effect partially on purchasing decisions of Panties Pizza in Surabaya with a significance value of 0,000 <0.05. The variables of geographical segmentation, demographic segmentation, and psychographic segmentation that possessed a significant influence psychographic segmentation with value of β = 0.644.

This study aims to determine the implementation of Mas Kuning-Kuning market segmentation during the pandemic and to find out the Mas Kuning-Kuning market segmentation strategy during the Pandemic. The type of survey used in this survey is a qualitative descriptive method. A qualitative method is a research method that uses a natural data collection system to interpret the phenomena that occur when the researcher is the main tool. Sampling of permanent sources, combining sources from populations and collection techniques, information analysis tends to be descriptive and uses qualitative analysis, and the results of qualitative analysis are more meaningful than generalizations. Emphasize. Data collection technology through activities: documentation, interviews, observation. The data processing and analysis techniques that will be used in this study are started by collecting data, reducing data, presenting data and drawing conclusions. The results obtained from the research show that the implementation of market segmentation was carried out by Mas Kuning-Kuning where he divided consumers into 4 types of market segmentation. Where the 4 types of segmentation are behavioral segmentation, psychographic segmentation, demographic segmentation and geographic segmentation. The market segments chosen by Mas Kuning-Kuning during the Covid-19 pandemic were behavioral segmentation, psychographic segmentation, demographic segmentation and geographical segmentation. Of the four segments that are most focused on are geographic segmentation and behavioral segmentation. Consideration of choosing geographic and behavioral segmentation due to the pandemic.

This research is to know the concept of education marketing management based on target market determination strategy. This research is a qualitative type through literature study. Literature study is another term for literature review, literature review, theoretical study, theoretical basis, literature review, and theoretical review. When determining market segments, it is necessary to pay attention to key market segment variables, such as demographic, psychographic, geographic and benefit segmentation. These four segmentations divide the consumer market in order from the general and massive to the most specific, namely a) demographic segmentation, namely: segments that make market groups based on age, education, gender, family size and income identification; b) geographic segmentation, namely identifying based on area, climate, population density or market physical conditions; c) psychographic segmentation, namely the segment that identifies consumers based on people's lifestyles and consumer personalities by observing a person's activities, tastes, opinions or interests; and d) benefit segmentation, which is a segment that focuses on the expected use of a product or service that is offered and provided.

The increasingly fierce competition in the culinary industry requires MSMEs to make various innovations. Hence, it is necessary to study market segmentation to map out market conditions and consumer profiles. This study aimed to analyze the MSME market segment for dessert, culinary products in Malang Raya based on geographic, demographic, and psychographic segmentation. The type of research applied is quantitative research. The object of this study is My Dessert Box, which is a new start-up business and has a sales area covering the Malang Raya area. The sample in this study was determined using the purposive sampling technique. The data collection method in this study employed a questionnaire, while the data analysis method employed cross-tabulation and k-mean analysis. The results reveal that in geographic and demographic segmentation cluster 1 in Malang City was dominated by female consumers aged 21-30 years, cluster 2 in Malang Regency had an equal number of female and male consumers with the age range of 21- 30 years, and cluster 3 in Batu City is dominated by female consumers aged 17-20 years. Psychographic segmentation is divided into three clusters as follow, cluster 1 consists of consumers who seek information through testimonies before making a purchase, cluster 2 consists of consumers who consider prices and attractive offers before purchasing dessert products, and cluster 3 consists of consumer who emphasizes product innovation such as variation of flavors. The findings of this study could be used as a reference for MSMEs to map out market segmentation and consumer profiles.

With growing competition, loyal customers have become the key to the company’s success. Brand loyalty has been a central structure for marketing for almost a century, yet this research topic is still modern and up to date. The aim of this contribution is to answer the research question of whether there are different segments of customers based on demographic and psychographic aspects that would differ in the level of brand loyalty in the company. In other words, do certain groups of company’s customers (according to demographic or psychographic segmentation) have a higher degree of loyalty to the company’s brand? To answer the research question, we have identified hypotheses expressing the existence of a statistical dependence between individual segmentation variable and the level of brand loyalty. Based on statistical testing of established hypotheses, we have confirmed the existence of certain company’s segments that have a higher degree of loyalty.

The buying behaviour of potential customers in terms of interior designs in Ghana differs from those in the Western context. There is a relatively low patronage of interior design products or services compared to the Western context (Ogunduyile et al, 2008). Existing literature have often looked at the direct causal relationship between market segmentation strategies and customer loyalty without emphasizing the effectiveness of positioning which could drive customer loyalty (Yim et al., 1999). The paper focuses on assessing the impact of market segmentation strategies on customer loyalty of Interior Design Industries, with the mediating role of positioning effectiveness. A total of 220 customers of Interior Design Industries within the Kumasi Metropolis of which 200 responses were obtained representing 90% response rate. Convenience sampling techniques was used in selecting customer’s whiles Structural Equation Model was used to analyze the data. The study revealed that, Behavioural, psychographic and demographic segmentations impacted positively on customer loyalty. Geographic segmentation variable however, impacted negatively on customer loyalty. Psychographic segmentation impacted positively on positioning effectiveness and customer loyalty. Positioning Effectiveness partially mediates between psychographic segmentation strategies and customer loyalty. Positioning Effectiveness has no mediation between geographic segmentation, behavioural segmentation, demographic segmentation and customer loyalty.

Panrita Lopi Beach is one of the natural tourist destinations that needs to be surveyed by visitors in order to identify and determine strategies for developing tourist attractions and also marketing in Kutai Kartanegara Regency. This study aims to analyze the characteristics of tourists and travel patterns of tourists who visit and to determine the perception of the level of tourist satisfaction with infrastructure products, public facilities and tourism facilities in this tourist destination. The main variables used in segmenting comprise: Geographic Segmentation, Demographic Segmentation, Psychographic Segmentation, and Behavior-based Segmentation. This research is a type of survey research with a qualitative descriptive approach. I carried out data collection from primary data sources and secondary data sources. The sample used in this study is a non-probability sampling technique by accidental sampling, namely a sampling technique based on chance, anyone who coincidentally meets a researcher can be used as a sample, if it is deemed that the person who was met is suitable as a data source. Data that has been collected from research results related to typology (characteristics, travel patterns) and visitor perceptions can be analyzed descriptively qualitatively. The analyzed data comes from surveys through questionnaires that have been given to visitors, including data on visitor profiles, visitor travel patterns, and visitor perceptions about this Panrita Lopi beach.

This study analyzes the role of place attachment in influencing workcationers’ future intentions to revisit a destination, either for future workcations or leisure travel. Building on self-determination theory, transformative tourism, and reference dependence theory, this study argues that transformative experiences in coastal workcations foster place attachment, which subsequently drives behavioral intentions. Importantly, place attachment is conceptualized as reference-dependent, meaning travelers evaluate their emotional connection to a destination relative to psychographic or demographic peer groups. The results demonstrate that place attachment fully mediates the relationship between transformation and intentions under psychographic segmentation and partially mediates it under demographic segmentation. Findings reveal a loss aversion effect, where below-average attachment (attachment loss) has a stronger negative impact than above-average attachment (attachment gain). This study highlights place attachment’s pivotal role in understanding how travelers’ psychological bonds with coastal destinations form and influence their future choices.

This study aims to find out how the implementation ofmarketing at the Sharia Micro Typical Sharia Bank KempekCirebon and marketing strategies used by the Micro WaqfBank in increasing the number of corporate customers. Theresearch method used is a qualitative method. The marketingstrategy used by the Typical Sharia Micro Waqf Bank inKempek Cirebon is to use segmenting, targeting andpositioning. Applying the characteristics of sharia marketingin the form of God, realistic, moral and humanistic. Marketsegments determined by the Micro Islamic Waqf Bank aregeographical segments, demographic segments,psychographic segments, and behavioral segments.Customers at the Micro Islamic Waqf Bank each year haveincreased, which of course this institution continues toincrease turnover. Customers are very interested in theproducts owned by this institution because they have very lowmargins. Islamic Micro Waqf Bank has done a goodmarketing implementation, even has a marketing strategy.The name of the Micro-Islamic Waqf Bank is already greatbecause it carries the name Pondok Pesantren TypicalKempek.Keywords: Marketing Strategy, Micro Islamic Waqf Bank,Customers.

This study aims to analyze the influence of market segmentation on the preferences of private universities in North Tapanuli Regency with reference groups as mediators. Although market segmentation research on university preferences is still rare, considering that market segmentation is generally used in fashion, technology, finance, and certain product brands. However, this study is worth considering to understand the views and needs of students based on their segments. The population of this study was active students of private universities in North Tapanuli Regency with a research sample of 260 first-year students determined using the Purposive Sampling technique. Data collection was carried out by distributing questionnaires using Google Forms. The research method used is a quantitative survey method with the help of SmartPLS (Partial Least Squares Structural Equation Modeling) software analysis tools. The results of the study indicate that psychographic segmentation and behavioral segmentation have a direct positive and significant effect on university preferences, while demographic segmentation and geographic segmentation do not have a direct and significant effect. Likewise, the results of the hypothesis test of the mediator variable reference groups are proven not to mediate market segmentation on university preferences.

With the development of world economy, there are so many enterprises occur around the globe. Simultaneously, the business competition among them is becoming more and more fierce and consumers are also diverse in needs and wants. Thus, the exact market segmentation is absolutely vital for business success and market gains. This paper discusses mainly on the conditions and methods of market segmentation through relevant theories reviews and some real cases analyses. There are lots of bases or variables to segment markets which include consumer markets and industrial markets, such as geographic segmentation, demographic segmentation, psychographic segmentation and behavioral segmentation and so forth. On the basis of these variables, business can segment the market which it can serve best and benefit most from which.

<em>The market shares of several Muslim majority countries' Islamic banks have remained low (e.g., Malaysia, Turkey, and Indonesia) despite many Muslims. Targeted marketing can be an effective strategy to target potential customers, increase the market share, and ultimately Bank's revenue. This study firstly aims to explore potential segmentation bases for the customers of the Islamic Bank and the impact of segmentation analysis on the targeting and positioning of the Islamic Bank. This study applied an exploratory, qualitative research design. The data were collected via in-depth interviews with 30 Muslim participants using purposive sampling. The data were analyzed using inductive content analysis to find the emerged themes. The result shows that the psychographic segmentation would be more plausible to be used by the Islamic Bank than the demographic segmentation. Based on this finding, Islamic banks should consider using psychographic segmentation to target their markets.</em>

This research aims to explain the STP marketing strategy (Segmenting, Targeting, Positioning) in marketing Brownies Cinta business products at PT. Berkah Ridho Cinta Indonesia. The method used in this research is descriptive qualitative, the data used in this study are primary data and secondary data using descriptive qualitative. In the STP marketing analysis, geographic segmentation is focused on the Surakarta Residency area, which has a higher potential for repeat purchases. In demographic segmentation, the target audience encompasses consumers ranging from children to the elderly and spans various economic levels. Psychographic segmentation is concentrated on consumers who exhibit a preference for specific foods or snacks, particularly cakes or brownies. The implementation of STP marketing strategy is anticipated to support the business performance and the product performance of Brownies Cinta enterprise, enabling consumers to become more acquainted with the products produced and contributing to the expansion of market share. The researcher concludes that the application of the STP strategy in the Brownies Cinta enterprise significantly influences the increase in sales, as elucidated by the results of interviews and observations conducted by the researcher.

Text analytics is a combination of various kinds of text analysis that combines a set of linguistic, statistical and machine learning that extract the meaning out of the text. For example, the analyzing of customer reviews written by Netflix’s customers can be used to find out common patterns and trends that happen around the business for better action-taking, customer experience, and new business models to be built in the future. By doing text analytics, the text data can be grouped with the purposes of creating word frequency distribution (word cloud) and sentiment analysis. Whereas web analytics is referring to the process of collecting data from website through data crawling before processing it into useful info to improve the website experience by using social media analytics (Saini et al., 2022). To find out ways to aid in the formulation of marketing strategies, clustering techniques have been used. The clustering techniques will include behavioral segmentation that focus on human behavior, demographic segmentation that focuses on age, and occupation, and psychographic segmentation that focus on human’s psychological characteristics such as interest, personalities, and so on.

Scholars and practitioners say that over 90 per cent of 30,000 product launches fail each year due to incorrect segmentation. Moreover, as mainstream luxury brands become bigger and more global than ever, as they enter various product categories, communicate to wider audiences than before, they may begin to lose the ability to go beyond demographic segmentation and apply psychographic segmentation. Consequently, they lose the capability to personalize their communications and relations with different customer segments as opposed to treating them all as mere statistical units. The inability to distinguish between various segments of luxury clientele also derives from the weak segmentation and profiling skills of communication professionals, market researchers, economists, strategists, entrepreneurs, etc. However, a minority of luxury industry insiders are still aware how psychographic segmentation, profiling, targeting and positioning is the sine qua non for hyper-personalization. This article strictly focuses on non-digital authentic psychographics that has nothing to do with the so-called digital psychographics that may track and profile users, invade their privacy, collect big data, build manipulative algorithms and so forth. This article explains how actual, and not virtual, psychographics is the industry insiders’ secret key to not only competitive advantage and lasting profitability but also to true luxury.