Segmentation of Cinema Audiences

Abstract

The swift changes that undergo in present-day society are leading to an increasing personalization in consumer behavior patterns. This effect seems to be a particularly well-reflected cinema in a shopping center. As one of the main characteristics of the market is its heterogeneity. However, there is distinct segment of consumers which have different characteristics, behaviors, and needs. Therefore, analyzing each segment of consumer is needed to develop better services that are targeted for a specific segment. This research used values and lifestyle to segment the consumer of cinema audiences since the classical socio-demographics characteristics are not sufficient for the analysis of consumer behavior. Two-stage cluster analysis were used to perform market segmentation. Results showed that there are four segments of cinema audiences, i.e., solitary, apathetic, enthusiastic, and social group. The ANOVA test confirmed that the four segments were appropriate since it created more differentiated and consistent clusters. This research could contribute to the theoretical and empirical literature on consumer segmentation where different marketing strategies could be generated for each segment.