Exploratory Research: Introducing Consumer Stability as an Informing Customer Segmentation Feature
Static simplicity has encapsulated the academic and industry application of customer segmentation ever since its introduction to the wider consumer behaviour discussion in the 1950s. Evolving traditional analytical methods to address their coarseness, this research provides justification for the int...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2020
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| Online Access: | https://eprints.nottingham.ac.uk/70035/ |
| _version_ | 1848800599516119040 |
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| author | Lankfer, Jonathan |
| author_facet | Lankfer, Jonathan |
| author_sort | Lankfer, Jonathan |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Static simplicity has encapsulated the academic and industry application of customer segmentation ever since its introduction to the wider consumer behaviour discussion in the 1950s. Evolving traditional analytical methods to address their coarseness, this research provides justification for the introduction of consumer stability to extend and conceivably displace lifetime and single-visit basket analysis which saturates the existing segmentation conversation. Principal component analysis is applied to demonstrate consumer stability’s importance, represented in this research by temporally lagged RFM measures within an FMCG scenario. A k-Means clustering model is implemented to extend this exploratory research, providing an example of how latent behaviours could provide an opportunity for marketers to enhance their output by evaluating temporal consumption pathways. |
| first_indexed | 2025-11-14T20:54:07Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-70035 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T20:54:07Z |
| publishDate | 2020 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-700352023-06-21T14:13:58Z https://eprints.nottingham.ac.uk/70035/ Exploratory Research: Introducing Consumer Stability as an Informing Customer Segmentation Feature Lankfer, Jonathan Static simplicity has encapsulated the academic and industry application of customer segmentation ever since its introduction to the wider consumer behaviour discussion in the 1950s. Evolving traditional analytical methods to address their coarseness, this research provides justification for the introduction of consumer stability to extend and conceivably displace lifetime and single-visit basket analysis which saturates the existing segmentation conversation. Principal component analysis is applied to demonstrate consumer stability’s importance, represented in this research by temporally lagged RFM measures within an FMCG scenario. A k-Means clustering model is implemented to extend this exploratory research, providing an example of how latent behaviours could provide an opportunity for marketers to enhance their output by evaluating temporal consumption pathways. 2020-12-01 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/70035/1/14321456_%20BUSI4374_Dissertation_2021_2022.pdf Lankfer, Jonathan (2020) Exploratory Research: Introducing Consumer Stability as an Informing Customer Segmentation Feature. [Dissertation (University of Nottingham only)] |
| spellingShingle | Lankfer, Jonathan Exploratory Research: Introducing Consumer Stability as an Informing Customer Segmentation Feature |
| title | Exploratory Research: Introducing Consumer Stability as an Informing Customer Segmentation Feature |
| title_full | Exploratory Research: Introducing Consumer Stability as an Informing Customer Segmentation Feature |
| title_fullStr | Exploratory Research: Introducing Consumer Stability as an Informing Customer Segmentation Feature |
| title_full_unstemmed | Exploratory Research: Introducing Consumer Stability as an Informing Customer Segmentation Feature |
| title_short | Exploratory Research: Introducing Consumer Stability as an Informing Customer Segmentation Feature |
| title_sort | exploratory research: introducing consumer stability as an informing customer segmentation feature |
| url | https://eprints.nottingham.ac.uk/70035/ |