Segmentation of Shopping Centers Visitors based on their Activities through Factor Analysis and Cluster Analysis
Knowing the customers of shopping centers contributes greatly to increase profits of thesecenters. Customers’ segmentation is one of the most effective means of knowing customers.The purpose of this study was to present a segmentation of customers based on their activitiesin the shopping centers. Th...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
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University of Isfahan
2013-01-01
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| Series: | تحقیقات بازار یابی نوین |
| Subjects: | |
| Online Access: | http://uijs.ui.ac.ir/nmrj/browse.php?a_id=539&slc_lang=en&sid=1&ftxt=1 |
| _version_ | 1797707804226617344 |
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| author | Mansoor Momeni Reza soleymani damaneh Nima yahya Poorjalali |
| author_facet | Mansoor Momeni Reza soleymani damaneh Nima yahya Poorjalali |
| author_sort | Mansoor Momeni |
| collection | DOAJ |
| description | Knowing the customers of shopping centers contributes greatly to increase profits of thesecenters. Customers’ segmentation is one of the most effective means of knowing customers.The purpose of this study was to present a segmentation of customers based on their activitiesin the shopping centers. The participants were 157 visitors of Milad-e-Noor Shopping Centerwho were required to answer the questions in the questionnaire. Data were analyzed in threesteps. Through the use of factor analysis, in the first step, the number of variables wasreduced to the four factors of entertainment activities, planned shopping, shoppinginformation gathering, and unplanned shopping. These factors were then inserted into Kmeancluster analysis and, in the second step the visitors were divided into 4 segments on thebasis of their activities as following: traditionalists, shopping center enthusiasts, wanderingcustomers, and entertainment seekers. In the third step, the demographic and behavioralvariables were investigated in the identified clusters. Considering the variables of age,academic status, and accompanying persons in shopping centers, these clusters weresignificantly different. However, in respect to the variables of sex, marital status, the lengthof presence in the shopping centers, occupations, and monthly salary they were recognized ashomogenous. |
| first_indexed | 2024-03-12T06:11:52Z |
| format | Article |
| id | doaj.art-9871b84670fd454ab3e6655ef848ec20 |
| institution | Directory Open Access Journal |
| issn | 2228-7744 |
| language | fas |
| last_indexed | 2024-03-12T06:11:52Z |
| publishDate | 2013-01-01 |
| publisher | University of Isfahan |
| record_format | Article |
| series | تحقیقات بازار یابی نوین |
| spelling | doaj.art-9871b84670fd454ab3e6655ef848ec202023-09-03T02:55:31ZfasUniversity of Isfahanتحقیقات بازار یابی نوین2228-77442013-01-01318196Segmentation of Shopping Centers Visitors based on their Activities through Factor Analysis and Cluster AnalysisMansoor MomeniReza soleymani damanehNima yahya PoorjalaliKnowing the customers of shopping centers contributes greatly to increase profits of thesecenters. Customers’ segmentation is one of the most effective means of knowing customers.The purpose of this study was to present a segmentation of customers based on their activitiesin the shopping centers. The participants were 157 visitors of Milad-e-Noor Shopping Centerwho were required to answer the questions in the questionnaire. Data were analyzed in threesteps. Through the use of factor analysis, in the first step, the number of variables wasreduced to the four factors of entertainment activities, planned shopping, shoppinginformation gathering, and unplanned shopping. These factors were then inserted into Kmeancluster analysis and, in the second step the visitors were divided into 4 segments on thebasis of their activities as following: traditionalists, shopping center enthusiasts, wanderingcustomers, and entertainment seekers. In the third step, the demographic and behavioralvariables were investigated in the identified clusters. Considering the variables of age,academic status, and accompanying persons in shopping centers, these clusters weresignificantly different. However, in respect to the variables of sex, marital status, the lengthof presence in the shopping centers, occupations, and monthly salary they were recognized ashomogenous.http://uijs.ui.ac.ir/nmrj/browse.php?a_id=539&slc_lang=en&sid=1&ftxt=1Shopping centersCluster analysisFactor analysisSegmentationVisitors activitiesDemographic variables |
| spellingShingle | Mansoor Momeni Reza soleymani damaneh Nima yahya Poorjalali Segmentation of Shopping Centers Visitors based on their Activities through Factor Analysis and Cluster Analysis تحقیقات بازار یابی نوین Shopping centers Cluster analysis Factor analysis Segmentation Visitors activities Demographic variables |
| title | Segmentation of Shopping Centers Visitors based on their Activities through Factor Analysis and Cluster Analysis |
| title_full | Segmentation of Shopping Centers Visitors based on their Activities through Factor Analysis and Cluster Analysis |
| title_fullStr | Segmentation of Shopping Centers Visitors based on their Activities through Factor Analysis and Cluster Analysis |
| title_full_unstemmed | Segmentation of Shopping Centers Visitors based on their Activities through Factor Analysis and Cluster Analysis |
| title_short | Segmentation of Shopping Centers Visitors based on their Activities through Factor Analysis and Cluster Analysis |
| title_sort | segmentation of shopping centers visitors based on their activities through factor analysis and cluster analysis |
| topic | Shopping centers Cluster analysis Factor analysis Segmentation Visitors activities Demographic variables |
| url | http://uijs.ui.ac.ir/nmrj/browse.php?a_id=539&slc_lang=en&sid=1&ftxt=1 |
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