Laser machine tool market segmentation in a part of Russian customer base of Han’s Laser company
Journal: ECONOMIC AND SOCIAL RESEARCH
№ 1
, 2023
Authors:
1.
National Research University of Electronic Technology
(Marketing and Project Management Department, Associate Professor)
employee
National Research University of Electronic Technology (Career Development Center, Head)
employee
employee
National Research University of Electronic Technology (Career Development Center, Head)
employee
2.
National Research University of Electronic Technology
(Marketing and Project Management Department, 2nd-year Masters Student)
student
Russian Federation
student
Russian Federation
Type:
Article
ELocator
:
47-59
Status:
Published
Received:
25.10.2022
Accepted:
20.03.2023
Published:
13.04.2023
Subject area:
UDC 339.13.017
Language:
Russian
Keywords:
market segmentation, cluster analysis, laser machine, metal cutting, customer base, segmentation attribute
Abstract:
In this work, the results of the cluster analysis of the Russian customer base of Han’s Laser company that operates in the market of numerically controlled laser machines for metal cutting, are shown. Characteristics of selected market segments are presented. Segmentation was performed using the STATISTICA program. It has been established that segments match the similar consumer preferences of Han’s Laser customers. The results of the study are intended for the development of marketing programs in order to increase volume of company sales for each segment and to raise the level of brand awareness.
In this work, the results of the cluster analysis of the Russian customer base of Han’s Laser company that operates in the market of numerically controlled laser machines for metal cutting, are shown. Characteristics of selected market segments are presented. Segmentation was performed using the STATISTICA program. It has been established that segments match the similar consumer preferences of Han’s Laser customers. The results of the study are intended for the development of marketing programs in order to increase volume of company sales for each segment and to raise the level of brand awareness.
Keywords:
market segmentation, cluster analysis, laser machine, metal cutting, customer base, segmentation attribute
market segmentation, cluster analysis, laser machine, metal cutting, customer base, segmentation attribute
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