Detalhes bibliográficos
| Resumo: | This study presents a framework for segmenting Food Delivery Application (FDA) customers based on psychographic and behavioral variables as an alternative to existing segmentation. Customer segments are proposed by applying clustering methods to primary data from an electronic survey. Psychographic and behavioral constructs are formulated as hypotheses based on existing literature, and then evaluated as segmentation variables regarding their discriminatory power for customer segmentation. Detected relevant variables are used in the application of clustering techniques to find adequate boundaries within customer groupings for segmentation purposes. Characterization of customer segments is performed and enriched with implications of findings in FDA marketing strategies. This paper contributes to theory by providing new findings on segmentation that are relevant for an online context. In addition, it contributes to practice by detailing implications of customer segments in an online sales strategy, allowing marketing managers and FDA businesses to capitalize knowledge in their conversion funnel designs. |
|---|
| Autores principais: | Zárate, Jorge Luis Bocanegra |
|---|
| Assunto: | Food Delivery Applications Psychographic segmentation Behavioral segmentation Clustering Customer Segmentation |
|---|
| Ano: | 2022 |
|---|
| País: | Portugal |
|---|
| Tipo de documento: | dissertação de mestrado |
|---|
| Tipo de acesso: | acesso aberto |
|---|
| Instituição associada: | Universidade Nova de Lisboa |
|---|
| Idioma: | inglês |
|---|
| Origem: | Repositório Institucional da UNL |
|---|