MRFM-analysis for customer segmentation in the industrial equipment market

MRFM-analysis for customer segmentation in the industrial equipment market

It is of high importance for enterprises to identify, group and prioritize customers with similar needs in order to develop an individual approach to each of these groups. The article aims to segment B2B consumers based on the analysis of their purchasing behaviour. The theoretical framework of the...

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Bibliographic Details
Main Authors: Marina E. Tsoy, Vladislav Yu. Shchekoldin
Format: Article
Language:English
Published: Ural State University of Economics 2023-05-01
Series:Управленец
Subjects:
segmentation
mrfm-analysis
industrial equipment
cluster analysis
cumulative curves
reinartz–kumar approach
consumer behaviour
Online Access:https://upravlenets.usue.ru/en/issues-2023/1236

Internet

https://upravlenets.usue.ru/en/issues-2023/1236

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