Abstract

PEREZ-GOSENDE, Pablo Alberto  and  MORALES-VERGARA, José Roberto. Post-hoc segmentation of nightclub consumers: An Ecuadorian experience. Ing. Ind. [online]. 2017, vol.38, n.3, pp. 265-275. ISSN 1815-5936.

Much has been said lately about the importance of market segmentation as a basis for implementing effective marketing strategies. However, there is a gap in the agenda of academic studies on nightclub consumer segmentation. Confronting this, the study focused on segmenting such market in the Ecuadorian city of Latacunga. In this context, the post-hoc segmentation procedure here performed (based on benefits sought), proved to be effective and pertinent. Three consumer groups were identified: the demanding ones, the conformists and the varied artistic offer lovers. Unsurprisingly, their real needs are not largely satisfied by local nightclubs. A redesign of the current service offering is required.

Keywords : market segmentation; benefits sought; nightclubs; hierarchical cluster analysis; discriminant analysis.

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