| Summary: | This study aims to analyze and understand the aspects of market
segmentation, based on demographic aspect,behavioral, benefit, and
psychographic. This research also aims to analyze and understand market
segmentation on Canon DSLR camera. The researcher used a descriptive studies
aimed to describing phenomena or characteristics that are associated with a
population of objects (who, what, when, where and how), proportion or
population estimation that has those characteristics, and finding associations
between different variables. Descriptive method used in this study aims to find
information on primary data, qualitative, by distributing questionnaires to obtain
demographic, psychographic, and benefit data that were taken and modified from
previous researches.
Respondents in this research were 200 of Canon DSLR camera consumers,
from the data obtained, the validity and reliability were testedwith confirmatory
factor analysis (CFA). Data that has been valid and reliable was processed
through cluster analysis using a non-hierarchical clustering procedure.The results
of this study indicate the existence of four clusters or segments formed on the
consumer of Canon DSLR camera. Those four formed segments are Home
Orientation, Family Orientation, Ordinary, and Modern Confidence.
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