A Cluster Analysis Approach to Market Segmentation in the Airlines Industry
Journal Title: BEST : International Journal of Management, Information Technology and Engineering ( BEST : IJMITE ) - Year 2018, Vol 6, Issue 3
Abstract
This paper considers a market segmentation of the airlines’s industry, using cluster analysis and a set of selected variables, some demographic, some having to do with the responders' flight experiences and some having to do with the responders' airport experiences. Specific airlines/"brands" are not detailed. The data are based on a survey by IBM Watson Analytics, and the sample size exceeds 100,000 customers. We find that we have 6 clusters, each of which has clear distinguishing characteristics. Marketing implications for reaching these clusters are examined.
Authors and Affiliations
Yujuan Wu, Paul D. Berger
Keywords
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- EP ID EP287805
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