Syfte - Att undersöka hur en kundsegmenteringsprocess kan utformas samt vilka variabler man bör iaktta för att kunna erbjuda en lämplig kundservicenivå. För att uppnå detta syfte skall följande frågeställningar besvaras: 1. Vilka variabler bör ingå i en kundsegmentering? 2. Hur kan en kundsegmenteringsprocess utformas? Metod - En generell kundsegmenteringsprocess utformades. Processen har utvecklats genom kvalitativ forskning baserad på litteraturstudier samt intervjuer i en fallstudie. Under litteraturstudien granskades teorier i ämnet för att besvara frågeställningarna. Detta jämfördes senare med empirin som samlats under fallstudien. Resultat - Den utformade processen innehåller sju dimensioner med tillhörande variabler. Under studien har variablerna utvärderats för att ta reda på hur de påverkar situationen. Endast de variabler som hade ett stort inflytande på situationen togs med i processen. Studien visade att det finns olika strategier för att utföra en kundsegmentering. Vid utformning av en kundsegmenteringsprocess är det viktigt att veta vilka variabler som passar organisationens bransch samt hur de påverkar resultatet. Omfång och Avgränsningar - Rapporten är begränsad till att utforma ett förslag på en kundsegmenteringsprocess. Processen kommer därför inte att tillämpas på fallföretaget under fallstudien. Processen kan fortfarande generaliseras och användas av företag med liknade egenskaper. Ytterligare forskning skulle kunna sträva efter att inkludera andra variabler som passar in på fler branscher. Implikationer - Den utformade processen hjälper till vid beslutssituationer avseende kundsegmentering. Genom att balansera de variabler som föreslagits möjliggör dem en grund för olika kundserviceerbjudanden. Dessa variabler beaktar den eftersträvade generaliseringen. Bidrag och Rekommendationer - Kundsegmenteringsprocessen som presenteras i denna rapport är, såvitt författarna vet, den första i sitt slag med sin layout. Variablerna kan även användas i andra segmenteringsprocesser vilket visar en hög grad av generalisering. Vad som är unikt med den designade processen i denna rapport är att den innehåller en mix av två väl beprövade teorier inom kundsegmentering nämligen, Kotler’s (2009) Bottom-Up-Approach och Weinstein’s (2004) B2B Market Segmentation. / Purpose – To examine how the process of customer segmentation can be designed, and which variables to consider to offer an appropriate customer service. To achieve this purpose the following questions will be answered: 1. Which variables should be included in customer segmentation? 2. How can a customer segmentation process be designed? Method – A general process was designed. The process has been developed through qualitative research based on literature review and interviews conducted in a case study. During the literature review the authors sought for theories on the subject in order to answer the research questions. This was later compared to the empirical evidence collected from the case study. Findings – The designed process contains seven dimensions with related variables. During the study the variables were evaluated concerning their impact on the situation. Only variables that had a high influence on the situation were implemented in the process. The study showed that that there are various approaches towards performing customer segmentation. When designing a customer segmentation process, it is of high importance to know which variables suit the organizations line of business and how they affect the outcome. Research limitations – The thesis is restricted into designing a customer segmentation process, the process will therefore not be applied on the case company during the case study. The process can still be generalized and usable for companies with similar distribution setup. Further research could strive to include other variables. Implications – The designed process assists in the decision-making situation regarding customer segmentation. By balancing the variables it enables a basis for customer service offering. These variables take the requested generalization in consideration. Originality/value – The customer segmentation process presented in this thesis is, as far as the authors know, the first in its kind with its layout. The variables could be used in other segmentation processes as well which show a high grade of generalization. What is unique with the designed process in this thesis is that it contains a mixture of two well proven customer segmentation theories namely, Kotler’s (2009) Bottom-Up-Approach and Weinstein’s (2004) B2B Market Segmentation.

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

The increased competition among charity sport events (CSEs) require charity organizations to utilize more sophisticated marketing programs - segmenting and targeting diverse participants more effectively. The study examines the effectiveness of demographic, psychographic, behavioral segmentation variables. In-depths interviews with 14 participants were conducted to obtain profiles of the four segments of survivor-centered teams, family and friends, company-sponsored teams, and other organization teams. The distinct profile of each segment had a combination of psychological, behavioral and demographic characteristics. Participation mode was identified as a proxy segmentation variable that can be easily obtained by event organizers at the time of participant registration Management of participant segments was discussed. / text

The aim of this thesis is to capture significant segmentation variables that shape marketing communication with an emphasis on advertising. The theoretical part deals with the concepts of market segmentation, segmentation variables, marketing communication, advertising and research. The practical part is focused on the realization of the actual research using a questionnaire survey and the evaluation of questions from Market Media Lifestyle. Only traditional descriptive segmentation variables are involved. The questions in the questionnaire are divided into several areas: trust in advertising, influence of advertising in the selection and purchase of a product, condemnation of advertising, advertising in different media types (television, radio, internet and social networking, outdoor advertising, print). In the conclusion of the thesis, significant segments are uncovered and recommendations to improve marketing activities in advertising are suggested.

Rapportens namn: Vilka är egentligen våra kunder?- en kvalitativ studie om segmentering i B2B företag Frågeställning: Hur utarbetas och genomförs segmentering av företag verksamma på B2B marknaden? Syfte: Syftet med arbetet är att undersöka hur företag utarbetar och genomför segmentering på B2B marknaden. Vidare undersöka vilka faktorer som är viktiga att ta i beaktning för företag vid utförandet av segmentering på B2B marknaden.Vi ämnar även att presentera både teoretiska och praktiska förslag på hur B2B företag bör arbeta med segmenteringsstrategier. Metod: Uppsatsen är en kvalitativ fallstudie som antagit en abduktiv forskningsansats. Datainsamlingen har skett vi semistrukturerade djupintervjuer med sju olika B2B företag. Resultat och slutsatser: Resultatet visar hur företag idag utarbetar och genomför segmentering. Vidare vilka kunskaper och vilken förståelse de besitter utifrån de segmenteringsvariabler som framkommit i studiens teoretiska referensram. Slutsatser kunde dras kring att företag i dagsläget inte i många fall arbetar aktivt och iterativt med att segmentera sin marknad och har inte följt en specifik och tydlig process vid utförandet. De besitter kunskaper som hade kommit till användning vid en vidare utveckling av de segment de arbetar utifrån idag. Teoretiskt och praktiskt bidrag: Uppsatsen presenterar en reviderad segmenteringsmodell utifrån den teoretiska referensramen i kombination med den insamlade empirin. Behov och potential framkommer som kompletterande faktorer att ta i beaktning. Det praktiska bidraget ger förslag på hur företag bör utarbeta och genomföra segmentering. Vidare presenteras förslag till segmenteringsstrategi till uppsatsens uppdragsgivare. / Name of report: - a qualitative study of segmenting the B2B market Research question: Who are actually our customers?- a qualitative study concerning segmentation in B2B companies Purpose: The purpose of this thesis is to examine how companies active in the B2B market prepare and implement segmentation. Furthermore to examine which different factors to take into consideration when segmenting the B2B market. We also intend to provide theoretical as well as practical implications of how B2B companies should work with segmentation. Method: This thesis is of qualitative character and follows an abductive research approach. The empirical data of this study have been gathered through semi-structured interviews with seven different B2B companies. Results and conclusions: The results shows how companies work with segmentation today, furthermore which knowledge they possess concerning the presented segmentation variables from the study’s theoretical framework. Conlusions have been made that in many cases companies do not actively and ongoing work with segmenting their market. Furthermore they have not followed an specific and clear process when segmenting. Companies do however possess knowledge which can come to use in order to develop the segment for which they work with today. Theoretical and practical contribution: The thesis presents a revised segmentation model based on the theoretical framework in combination with the collected empirical results. Customers needs and potential emerged as complementary factors to take into account. The practical contribution provides suggestions on how companies should develop and implement segmentation. Furthermore, proposals for segmentation strategy are presented to the principal of this thesis.

The Klein Karoo National Arts Festival (KKNK) and the Aardklop National Arts Festival (Aardklop) are two of the largest and most popular arts festivals in South Africa. From a sustainability point of view, the primary aim of these festivals is to increase show ticket sales. However, show ticket sales have declined in recent years which, if this trend continues, will result in the discontinuation of these festivals. Market segmentation can assist the festivals' marketers/organisers to address this problem by identifying markets that buy show tickets, thereby supporting the festivals' shows/productions. With the latter in mind, the main purpose of this study was to critically evaluate different segmentation variables and approaches available to segment visitors who buy show tickets. Market segmentation is the process of dividing the festival market into smaller, more clearly defined groups that share similar needs, wants and characteristics. The more detailed the knowledge of the needs and motives of potential visitors, the closer the festivals can get to a customised festival programme creating greater satisfaction, long-term relationships, repeat visits and an increase in tickets supporting the shows/productions. Various variables/bases are used to segment a market to understand visitors' needs, motives and expectations. These variables/bases of segmentation include demographics;--expenditure, psychographies, decision behaviour, geographic, product specific, interests, travel motivations and communication channels. These variables give a complete visitors profile and are used to identify and compare different segments. Although these variables have been recommended as viable segmentation bases, there seems to be no single ideal base or variable that is the most effective segmentation criterion, since each variable serves a specific purpose. Therefore, the most appropriate variable or variables can only be selected if the objectives of the segmentation strategy are clearly defined. With the aim of the festivals in mind, it is therefore imperative to evaluate these segmentation variables and approaches critically to determine the most suitable variables to segment the festival market. To achieve the latter as well as the goal of this study, the study is divided into five articles. Research for all the articles was undertaken at the festivals and data obtained from 2008 were used for Aardklop, while data gathered in 2009 were used for the KKNK. Questionnaires were interview-administered and distributed randomly during the course of the festivals. In total, 495 questionnaires were completed in the visitor survey for Aardklop and 555 questionnaires for the KKNK. The variables travel motives, expenditure, visitor behaviour in terms of genre attendance and frequency of visitation were applied separately as well as in combination to address the goal of this study. Along with these variables, combination of statistical analysis or approaches including factor analysis, cluster analysis, regression analysis, AN OVA, as weI! as independent t-tests were applied to segment the festivals' markets. The best results were obtained when the variables and statistical analyses were used in combination rather than alone and provided valuable insights into the profile of the festivals' visitors. The contribution of this research therefore lies in the following: • Visitors at two similar Afrikaans festivals were, for the first time, analysed and compared using various methods of segmentation. • The methods used to segment the visitors were applied for the first time not only in this study, but also in the South African festival context. The following methods were applied for the first time in this study and can therefore be seen as a benchmark in South African festival research: Travel motives as a method of market segmentation; Distinguishing between genre attendees and non-genre attendees; Frequency of visitation and Segmenting and clustering festival visitors based on the genres attended. • The methods used in this study therefore add value to the tourism and festival industry and contribute to the body of knowledge about South African arts festival visitors and especially about the optimum approach to segment the festival market. • A combination of variables should be used to comprehensively segment the festival market with the aim of increasing show ticket sales.. • In addition, from a methodology point of view, this study has contributed to the following: Questionnaire design and development, selection of the sampling frame and size, as well as the type of statistical analysis used (separately and in combination). This study therefore greatly assists not only festival marketers/organisers but also future researchers. The information obtained from this study can be applied to comprehensively segment and profile the festival market and customise the festival programme based on visitor’s needs. This should lead to an increase in ticket sales, a greater economic impact and, ultimately, to the continuous sustainability of arts festivals in South Africa. / Thesis (Ph.D. (Tourism))--North-West University, Potchefstroom Campus, 2010.

The Klein Karoo National Arts Festival (KKNK) and the Aardklop National Arts Festival (Aardklop) are two of the largest and most popular arts festivals in South Africa. From a sustainability point of view, the primary aim of these festivals is to increase show ticket sales. However, show ticket sales have declined in recent years which, if this trend continues, will result in the discontinuation of these festivals. Market segmentation can assist the festivals' marketers/organisers to address this problem by identifying markets that buy show tickets, thereby supporting the festivals' shows/productions. With the latter in mind, the main purpose of this study was to critically evaluate different segmentation variables and approaches available to segment visitors who buy show tickets. Market segmentation is the process of dividing the festival market into smaller, more clearly defined groups that share similar needs, wants and characteristics. The more detailed the knowledge of the needs and motives of potential visitors, the closer the festivals can get to a customised festival programme creating greater satisfaction, long-term relationships, repeat visits and an increase in tickets supporting the shows/productions. Various variables/bases are used to segment a market to understand visitors' needs, motives and expectations. These variables/bases of segmentation include demographics;--expenditure, psychographies, decision behaviour, geographic, product specific, interests, travel motivations and communication channels. These variables give a complete visitors profile and are used to identify and compare different segments. Although these variables have been recommended as viable segmentation bases, there seems to be no single ideal base or variable that is the most effective segmentation criterion, since each variable serves a specific purpose. Therefore, the most appropriate variable or variables can only be selected if the objectives of the segmentation strategy are clearly defined. With the aim of the festivals in mind, it is therefore imperative to evaluate these segmentation variables and approaches critically to determine the most suitable variables to segment the festival market. To achieve the latter as well as the goal of this study, the study is divided into five articles. Research for all the articles was undertaken at the festivals and data obtained from 2008 were used for Aardklop, while data gathered in 2009 were used for the KKNK. Questionnaires were interview-administered and distributed randomly during the course of the festivals. In total, 495 questionnaires were completed in the visitor survey for Aardklop and 555 questionnaires for the KKNK. The variables travel motives, expenditure, visitor behaviour in terms of genre attendance and frequency of visitation were applied separately as well as in combination to address the goal of this study. Along with these variables, combination of statistical analysis or approaches including factor analysis, cluster analysis, regression analysis, AN OVA, as weI! as independent t-tests were applied to segment the festivals' markets. The best results were obtained when the variables and statistical analyses were used in combination rather than alone and provided valuable insights into the profile of the festivals' visitors. The contribution of this research therefore lies in the following: • Visitors at two similar Afrikaans festivals were, for the first time, analysed and compared using various methods of segmentation. • The methods used to segment the visitors were applied for the first time not only in this study, but also in the South African festival context. The following methods were applied for the first time in this study and can therefore be seen as a benchmark in South African festival research: Travel motives as a method of market segmentation; Distinguishing between genre attendees and non-genre attendees; Frequency of visitation and Segmenting and clustering festival visitors based on the genres attended. • The methods used in this study therefore add value to the tourism and festival industry and contribute to the body of knowledge about South African arts festival visitors and especially about the optimum approach to segment the festival market. • A combination of variables should be used to comprehensively segment the festival market with the aim of increasing show ticket sales.. • In addition, from a methodology point of view, this study has contributed to the following: Questionnaire design and development, selection of the sampling frame and size, as well as the type of statistical analysis used (separately and in combination). This study therefore greatly assists not only festival marketers/organisers but also future researchers. The information obtained from this study can be applied to comprehensively segment and profile the festival market and customise the festival programme based on visitor’s needs. This should lead to an increase in ticket sales, a greater economic impact and, ultimately, to the continuous sustainability of arts festivals in South Africa. / Thesis (Ph.D. (Tourism))--North-West University, Potchefstroom Campus, 2010.

The main objective of the diploma thesis is to determine the perception of the Kolonáda brand by young people and how to become relevant for them. This would not be possible without specific knowledge of the whole market and without knowledge regarding the segments of biscuits and wafers consumers. The market segmentation is based on MML-TGI data collected by the research agency Median, five segments are revealed. I have also implemented my own questionnaire research on a sample of 480 respondents aged up to 34 years including. Based on the results of the practical part, recommendations for the Kolonáda brand are proposed -- how to become more relevant for the young consumers and stay attractive for the current consumers.