The Relationship between Degree of Homogeneity and Market Segmentation: A Quantitative Analysis of Survey Responses

MyeongHo Lee; JaeHo Bae
June 2014
Advances in Natural & Applied Sciences;Jun2014, Vol. 8 Issue 6, p621
Academic Journal
This paper shows whether a specific question in a questionnaire is a significant homogeneous question by determining the most-selected choice as a way to measure the degree of homogeneity (DoH) for particular segments. It is important to study DoH in order to develop effective marketing strategies for targeted consumer groups. This study presents a quantitative analysis of the survey responses in order to determine whether this particular market is segmented into groups of customers that share the same needs. The analysis calculates overall quantitative data and applies the proposed method to theoretical and actual case studies in order to reveal the relationship between DoH and segmentation. Ultimately, results show that DoH is an effective measurement of appropriate segmentation.


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