This dissertation analyzes the complex relationships between language, immigration, and labor and housing market outcomes. First, I model the urban labor market as segmented by language barriers. The prediction of this segmentation theory is confirmed by Canadian Census data, which allow me to identify a worker's labor market segment by her work language. Second, I explore whether the housing market reflects people's willingness to pay for higher quality social-ethnic interactions. By combining housing transaction data and Census information, I am able to test such a relationship with positive results. Finally, I ask what properties housing price series have if some people have better knowledge of the future immigration/migration flows to a city. Under this setup, the price series become serially correlated and the price volatility varies over time. The model also explains the long-standing price-volume relationship in housing transaction data. / Business, Sauder School of / Graduate

M.Comm. / Many variables exist that influence buyer behaviour in the narrow reef gold mining market. Since some variables are real but subjective in nature, such as the opinion and charisma of mine managers or influential individuals, it is difficult to quantify and analyse them. The question is ? Which variables, 8 quantifiable or not, are more dominant in shaping buyer behaviour and how should they be prioritised? What is needed is a logical segmentation model which reflects true buyer behaviour in order to shape future strategies in AEL so that the overall company objectives can be met. Each segment should then be analysed and considered regarding attractiveness in satisfying needs and the ability to add value both to the customer and to AEL. It is also required to target market segments and develop a marketing mix for them so that AEL is correctly positioned to retain the markets it choose to compete in. The problem is the failure to identify market areas of similar response which are relatively stable and can be used to select areas where maximum value can be added to the customer and to the company and can be used to shape and define future direction. The following objectives have been set for this study:The establishment of a market segmentation model which will identify and explain the basis of similarities and differences in buyer behaviour groups which is sufficiently large and stable in order to focus future strategies. - The interpretation of the segmentation model in the light of the strengths, weaknesses, opportunities and threats of the company in order to target markets best suited to the potential of the company. - Development of strategies and positioning in the target markets to strengthen the chance of success.

Each individual/household progresses through the family life cycle (FLC). This progression, which is characterized by various stages and varying consumption portfolios, can be traditional or non-traditional in nature. In the general marketing sense, the FLC concept has great value. The concept is utilized in a variety of marketing activities, particularly in segmentation, and is also applied in consumer behaviour. The lack of research regarding the FLC in South Africa and the need to investigate the concept’s applicability to different environments motivated this research. The aim of the study was to determine how the FLC within a South African context compared to the theoretical depiction of the concept. The evaluation of literature revealed five distinct traditional stages and an array of non-traditional stages, determined by a combination of life stage determining variables. Regarding the empirical approach, self-administered questionnaires were distributed to a convenience sample consisting of 225 students and staff members of the then Port Elizabeth Technikon. The empirical findings revealed the following. {u100083} Non-traditional stages were more prevalent than traditional stages. ii {u100083} Marital status, the presence/absence of children and living arrangement appear to be sufficient life stage determining variables for both current and prospective life stage classifications. {u100083} The consumption portfolios of individuals in the traditional FLC were similar to theory. The research provided insight into the consumption portfolios of individuals in the non-traditional FLC. {u100083} Based on the intentions of certain individuals regarding marriage, having children and living arrangements, it appears as though the future FLC will include an integration of traditional and non-traditional progressions.

Much has been written about the discipline of market segmentation as both a marketing competency and ultimately a valuable component of overarching business strategy. Organisations have demonstrated the practical benefits of harnessing segmentation in various market contexts and shown the theoretical constructs of the discipline to be sustainably sound in their capacity to guide businesses towards strategic portfolio optimisation. Despite this rich history however, recent academic investigation has highlighted that deep complexity plagues the effectiveness with which segmentation is harnessed with significant impact on business outcomes.This study was developed from a curiosity to explore some of the identified gaps with specific reference to how these manifest within the South African operating environment. Detailed review of literary perspective on the matter highlighted topical aspects that were deemed meaningful to use as a roadmap to guide the study investigations. Research data was collated from seasoned South African marketing practitioners and used to evaluate their practical experiences of defining and implementing market segmentation against established academic perspective. The study was purely qualitative with data being collected through 10 in-depth interviews that were conducted with target respondents from 10 different organisations across six industry sectors.The findings were analysed using a recently released version of leading qualitative data analysis software enabling the identification of key themes and the construction of resulting association maps. The ensuing network maps ultimately enabled the construction of a consolidated organisational interaction map that typifies the stated experiences of South African marketers in their attempts to leverage and optimize strategic value from market segmentation for their organisations.<p/> / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

Nonresident angler participation in Alaskan sport fisheries has increased at a higher rate than resident participation during the past decade. Popular sport fisheries have become crowded and stakeholder groups are increasingly concerned about the future direction of Alaska sport fisheries management. To address stakeholder concerns in an informed manner, the Alaska Department of Fish and Game (ADF&G) commissioned a market segmentation study to collect baseline information for assessing the impacts of projects and strategies that provide benefits to the angling public. I developed a 24-page mail questionnaire that was sent to a stratified random sample of 15,000 Alaska nonresident fishing license holders. Information was collected on fishing participation, fishing experience, activity-specific attitudes, motivations for fishing, as well as species and locations fished. In addition, information on setting preferences, guide use, fish exportation, and opinions on several management proposals was also collected. The response rate was 54% (exclusive of surveys that were undeliverable). A two-stage empirical clustering approach, employing Ward's method and UPGMA hierarchical clustering followed by k-means partitioning, identified five nonresident angler clusters. A combination of seven specialization and four motivation variables were used to identify angler groups. The angler segments ranged in size from 15% to 24% of the sample and had diverse characteristics including differences in frequency of participation, fishing experience and preferences, as well as motivations for fishing. Significant differences existed among angler segments with regard to Alaska fishing characteristics, such as number of days and locations fished in Alaska, number of fish transported from Alaska, attributes important in fishery site selection, and likelihood of returning to Alaska to fish. Differences in fishing characteristics, resource dependency, and preferences with regard to fishery attributes also were found among anglers participating in selected Alaska sport fisheries, as well as anglers fishing for different species within a fishery location (e.g., Kenai River). Information provided by this study will allow ADF&G to assess the relative nonresident demand for different types of angling experiences in Alaska, estimate nonresident angler response to potential management actions, and focus planning and management activities in ways that are consistent with the interests of these different angler types. Results also demonstrate the potential for fishery-based segmentation to provide fisheries managers with a more detailed understanding of nonresident angler participation at the regional and fishery level. / Master of Science

Yes / Marketers have realized the importance of assessing consumers’ willingness to pay (WTP) before introducing green products across different target audience. The purpose of this paper is to examine the relative influence of consumers’ pro-environmental behaviours (PEBs) and environmental locus of control (ELOC) on their WTP for green products. The study sample consisted of 256 Indian consumers which were recruited with the help of convenience sampling. A structured questionnaire was administered with scales that were well established and that have been used in previous research. Data were analysed with the help of CFA and structural equation modelling to test the relationship of ELOC and PEB anon WTP. Second, clustering respondents according to their PEB and ELOC has been done to find its differential effect on WTP with the help of multivariate analysis of variance (MANOVA). Findings of the study highlight that WTP for green products is significantly predicted by two variables which are in following order: PEB and ELOC. Results of cluster analysis and MANOVA revealed that WTP differ significantly with the level of intensity of ELOC and PEB among Indian consumers. It advances the body of knowledge centred on the interplay of the PEB and ELOC to WTP for green products. Additional work is clearly required to consider the wide range of potentially relevant variables like brand image, prices, advertisements and product quality that ensures the generalizability of findings. The hypothesis framed, tested and inferences made can form a basis of extremely valued toolkit for those green marketers who take caution when planning their marketing and communications strategies to stimulate the WTP by conveying a reason and motivation to act environmentally. In this study, an understanding of WTP for green products is developed. The much required knowledge gap in terms of interplay of ELOC and PEB on WTP has been filled with the help of the present study. It has been identified that those consumer groups who displays higher PEB and ELOC forms the primary target audience for green product marketer.

This study aims to examine the empirical evidence on the relationship between price and quantity/demand relation in the hot yoga market in Taipei. While doing so, this study also tries to generate awareness on the importance of price policy and market segmentation to maximize industry profitability and market share. The primary research undertaken in this study has carried out direct survey of Taipei consumers via questionnaire and applied SPSS statistical analysis, to find out the most accepted price band consumers are willing to pay and the major factors participating in their decision processes. Attrition and membership turnover is endemic in the fitness industry. One of the largest studies undertaken on the topic of membership retention rate, was conducted in the UK and found that the attrition varied from 11 to 62 percent. After 12 months, the best clubs lost one member out of every ten and the worst were losing more than six out of ten per year. Termination of membership appear closely related to cost dissatisfaction (FIA, 2001). Understanding the underlying factors to influence cost dissatisfaction can serve as basic information to increase membership retention rate and essential reference information for new entrant’s price policy and marketing programs. / Abstract This study aims to examine the empirical evidence on the relationship between price and quantity/demand relation in the hot yoga market in Taipei. While doing so, this study also tries to generate awareness on the importance of price policy and market segmentation to maximize industry profitability and market share. The primary research undertaken in this study has carried out direct survey of Taipei consumers via questionnaire and applied SPSS statistical analysis, to find out the most accepted price band consumers are willing to pay and the major factors participating in their decision processes. Attrition and membership turnover is endemic in the fitness industry. One of the largest studies undertaken on the topic of membership retention rate, was conducted in the UK and found that the attrition varied from 11 to 62 percent. After 12 months, the best clubs lost one member out of every ten and the worst were losing more than six out of ten per year. Termination of membership appear closely related to cost dissatisfaction (FIA, 2001). Understanding the underlying factors to influence cost dissatisfaction can serve as basic information to increase membership retention rate and essential reference information for new entrant’s price policy and marketing programs.

by Ching Pui Hang. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 77-78). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / PREFACE AND ACKNOWLEDGMENT --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Market Segmentation --- p.1 / Background of the Shampoo Market --- p.3 / Chapter II. --- DECISION PROBLEM --- p.6 / Chapter III. --- RESEARCH PROBLEM --- p.7 / Chapter IV. --- EXPLORATORY RESEARCH --- p.8 / Literature Review --- p.8 / Observation --- p.9 / In-depth Interviews --- p.9 / Focus Group Interviews --- p.9 / Chapter V. --- DESCRIPTIVE RESEARCH --- p.11 / Questionnaire Development --- p.11 / Pilot Testing --- p.12 / Sample Design --- p.12 / Target Respondents --- p.13 / Sampling Plan --- p.13 / Sample Size --- p.14 / Data Collection --- p.15 / Method of Administration --- p.15 / Response Rate --- p.15 / Chapter VI. --- DATA ANALYSIS AND RESULTS --- p.17 / Editing --- p.17 / Coding --- p.18 / Frequency --- p.18 / Factor Analysis --- p.20 / Cluster Analysis --- p.21 / Cross-tabulation --- p.22 / Chapter VII. --- LIMITATIONS --- p.24 / Research Design --- p.24 / Data Collection --- p.25 / Analysis --- p.26 / Chapter VIII. --- RECOMMENDATIONS --- p.28 / Market Environment --- p.28 / Wella Balsam --- p.30 / Marketing Objectives --- p.31 / Target Segment --- p.31 / Positioning --- p.32 / Marketing Implications --- p.33 / Product --- p.33 / Price --- p.35 / Distribution --- p.36 / Promotion --- p.37 / Evaluation Plans --- p.39 / Chapter IX. --- CONCLUSION AND FUTURE WORK --- p.41 / APPENDIX --- p.43 / BIBLIOGRAPHY --- p.77

The reality of a so-called theory/practice divide between what the academic world research and teach and how it is applied by practitioners has existed for decades. Academics commented about the practical applicability of theories concerning business management applications. This research attempts to understand a concept from a practitioners’ viewpoint. The focus of the research was on marketing and management practitioners’ application of market segmentation principles in their businesses. The study was qualitative in nature. Discussion guidelines were used in in-depth interviews from purposefully selected case study organisations. The analysis indicated that practitioners readily apply the economic principle of market segmentation. That is to divide the broad market into parts (segments) and then focus their attention on selected segments. The analysis also indicated that practitioners deviate from the current marketing theory on market segmentation. It was further found that management practitioners could benefit from applying some of the principles taught in market segmentation theory. The implications from the findings are twofold. The first is that an alternative theory regarding market segmentation emerged from management practitioners’ perspectives. The second is that it is possible to integrate aspects of other market segmentation schemes with the alternative theory to ensure a market segmentation approach that confirms management intuition as well as existing market segmentation theory. Merging these approaches creates a possible improvement in the practical application of current market segmentation theory. / Business Management / D. Phil. (Business Management)

by Leung Chi Wai, Wong Shan Ki. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 101-104). / Questionnairies also in Chinese. / ABSTRACT / TABLE OF CONTENTS / LIST OF TABLES / LIST OF FIGURES / ACKNOWLEDGMENT / CHAPTER / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Overview --- p.1 / Chapter 1.1.1 --- Reason for Study --- p.1 / Chapter 1.1.2 --- Approach for Study --- p.2 / Chapter 1.2 --- Market Overview --- p.4 / Chapter 1.2.1 --- Market Definition --- p.4 / Chapter 1.2.2 --- Competitions --- p.5 / Chapter 1.2.3 --- Market Size --- p.7 / Chapter 1.3 --- Company Profile --- p.11 / Chapter 1.3.1 --- Overview --- p.11 / Chapter 1.3.2 --- Product --- p.12 / Chapter 1.3.3 --- Pricing --- p.13 / Chapter 1.3.4 --- Distribution --- p.14 / Chapter 1.3.5 --- Promotion --- p.15 / Chapter 1.3.6 --- Market Share and Penetration --- p.15 / Chapter 1.4 --- Research Objectives --- p.16 / Chapter 2. --- LITERATURE REVIEW --- p.17 / Chapter 2.1 --- Market Segmentation --- p.17 / Chapter 2.1.1 --- Benefits of Market Segmentation --- p.18 / Chapter 2.1.2 --- Characteristics of a Market Segment --- p.19 / Chapter 2.1.3 --- Psychographic Segmentation --- p.20 / Chapter 2.2 --- Cable TV Industry --- p.27 / Chapter 2.2.1 --- Reasons of subscribing Cable TV --- p.27 / Chapter 2.2.2 --- Comparison of Cable subscribers and non-subscribers --- p.29 / Chapter 2.2.3 --- Other related issues --- p.30 / Chapter 3. --- RESEARCH OBJECTIVES --- p.33 / Chapter 3.1 --- Strategic Problems --- p.33 / Chapter 3.2 --- Research Problems --- p.33 / Chapter 4. --- RESEARCH METHODOLOGY --- p.35 / Chapter 4.1 --- Exploratory Study --- p.35 / Chapter 4.2 --- Questionnaire Design --- p.36 / Chapter 4.2.1 --- Basic Construct --- p.36 / Chapter 4.2.2 --- Pilot Survey --- p.36 / Chapter 4.2.3 --- Final Version --- p.37 / Chapter 4.3 --- Sampling --- p.38 / Chapter 4.3.1 --- Survey Subject --- p.38 / Chapter 4.3.2 --- Sampling Size --- p.39 / Chapter 4.3.3 --- Sampling Method --- p.40 / Chapter 4.3.4 --- Representativeness Enhancing Arrangements --- p.40 / Chapter 4.3.5 --- Fieldwork --- p.42 / Chapter 5. --- IDENTIFICATION OF MARKET SEGMENTS --- p.45 / Chapter 5.1 --- Survey Result --- p.45 / Chapter 5.1.1 --- Summary of Data --- p.45 / Chapter 5.1.2 --- Response Rate --- p.47 / Chapter 5.1.3 --- Weighting System --- p.47 / Chapter 5.2 --- Factor Analysis --- p.48 / Chapter 5.2.1 --- Needs of Factor Analysis --- p.48 / Chapter 5.2.2 --- Factors Identification --- p.49 / Chapter 5.2.3 --- Interpretation of Factors --- p.51 / Chapter 5.3 --- Cluster Analysis --- p.53 / Chapter 5.3.1 --- Preliminary Transformation --- p.53 / Chapter 5.3.2 --- Determination of Number of Clusters --- p.55 / Chapter 5.3.3 --- Clusters Identification --- p.58 / Chapter 6. --- INTERPRETATION AND PROFILING OF MARKET SEGMENTS --- p.59 / Chapter 6.1 --- Overall Profile --- p.59 / Chapter 6.1.1 --- Demographic Information --- p.59 / Chapter 6.1.2 --- Media Consumption --- p.60 / Chapter 6.2 --- Segmentation Analysis --- p.61 / Chapter 6.2.1 --- Segment 1 - Conservative TV Dependents --- p.61 / Chapter 6.2.2 --- Segment 2 - Fashion Followers --- p.62 / Chapter 6.2.3 --- Segment 3 - Yuppies --- p.63 / Chapter 6.2.4 --- Segment 4 - Value Minders --- p.64 / Chapter 6.2.5 --- Segment 5 - Conservative TV Satisfiers --- p.65 / Chapter 6.2.6 --- Segment 6 - Community and Family Carers --- p.66 / Chapter 6.3 --- Media Consumption Pattern --- p.70 / Chapter 6.3.1 --- Daily Media Usage & Cable Subscription Patterns --- p.70 / Chapter 6.4 --- Other Findings --- p.75 / Chapter 6.4.1 --- Most Favorite Television Programs --- p.75 / Chapter 6.4.2 --- Reason for Cable subscription --- p.76 / Chapter 6.4.3 --- Reasons of not subscribing Cable --- p.76 / Chapter 7. --- LIMITATION OF THE STUDY --- p.80 / Chapter 8. --- DISCUSSION --- p.82 / Chapter 8.1 --- Current Achievement --- p.82 / Chapter 8.1.1 --- Product Life Cycle --- p.82 / Chapter 8.1.2 --- Image Built --- p.83 / Chapter 8.2 --- "Who Subscribe, who not?" --- p.84 / Chapter 8.3 --- Reasons of Subscribing --- p.86 / Chapter 8.4 --- Reasons of Not Subscribing --- p.87 / Chapter 8.5 --- Marketing Niches --- p.88 / Chapter 9. --- RECOMMENDATION --- p.90 / Chapter 9.1 --- Target Segments --- p.90 / Chapter 9.2 --- Product Strategy --- p.91 / Chapter 9.2.1 --- General Aspects --- p.91 / Chapter 9.2.2 --- Program Mix --- p.91 / Chapter 9.3 --- Promotion Strategy --- p.96 / Chapter 9.3.1 --- Personal Selling --- p.97 / Chapter 9.3.2 --- Advertising --- p.97 / Chapter 9.3.3 --- Free Trial --- p.98 / Chapter 9.4 --- Pricing Strategy --- p.99 / Chapter 9.5 --- Distribution Strategy --- p.99 / Chapter 10. --- CONCLUSION --- p.100 / BIBLIOGRAPHY / APPENDICES / Chapter APPENDIX A --- DESCRIPTION OF CABLE CHANNELS / Chapter APPENDIX B --- SUBSCRIPTION PACKAGES OF CABLE TV / Chapter APPENDIX C --- PILOT QUESTIONNAIRE / Chapter APPENDIX D --- FINAL VERSION QUESTIONNAIRE (ENGLISH) / Chapter APPENDIX E --- FINAL VERSION QUESTIONNAIRE (CANTONESE) / Chapter APPENDIX F --- INTERVIEWER GUIDELINES / Chapter APPENDIX G --- LIST OF AIO STATEMENTS / Chapter APPENDIX H --- CHOICE BROAD / Chapter APPENDIX I --- FACTOR MATRIX / Chapter APPENDIX J --- PSYCHOGRAPHIC PROFILES OF SIX SEGMENTS / Chapter APPENDIX K --- DEMOGRAPHIC PROFILES OF ALL RESPONDENTS / Chapter APPENDIX L --- DEMOGRAPHIC PROFILES OF SIX SEGMENTS / Chapter APPENDIX M --- MOST FAVORITE TELEVISION PROGRAM TYPES / Chapter APPENDIX N --- MOST FAVORITE CABLE TV CHANNELS